Retailers employ straightforward approaches to analyzing the impact of promotions and understanding the lift of individual SKUs associated with a promotion. Typical approaches fail to understand the full impact across the store, including pull-forward sales, redemptions from customers who would have otherwise purchased regardless of promotion, cross-category halo, and category cannibalization. Retailers are unlikely to do in-depth analysis for anything but the most impactful promotional decisions.
Goals and Objectives
Leverage intelligent analytics for complete view of the category and cross-category impacts. Directly measure performance without a test and control methodology, enabling efficient quantification of the full impact of every promotion to understand and identify previously unknown or unknowable patterns in promotional activity including which promotions work best, what attributes are most critical to success (depth, features, timing, and cadence), what are the guardrails for designing future events, and what combination of attributes are the most likely to produce winning promotions. Accurately identify the range of factors that drive success while being able to optimize and scenario plan future events and measure full impact of every promotion drives faster and more accurate insights at scale, accelerated learning, and less subjective bias.
Cloud, industry cloud, machine learning, predictive and optimization science, content analytics, AI/cognitive analytics, and multicloud management
Use Case Summary
Measure the full impact of every promotion across every channel, identifying the characteristics of success.