analytics-lab

Project description:

The Brand XYZ is an important player in Yoghurt market, active in 3 segments. Segment 1 is the most growing and important segment for them, but performance (within the segment and overall) is declining after a strong disruption in the market.

the objectives are:

• review of sales and media performance

• allocate copany's media budget

steps:

Descriptive analytics to understand market dynamics:

• Category Performance

• inflation, deflation, seasonality, covid effect

• Competitive Performance

• What’s driving the performance of the brands?

• What’s driving the performance of the brands?

Marketing Mix Model

• Media contribution on our brand

• Level of baseline (assortment and price impact), erosion from competitors,

importance of promotions

• Yearly evolution for Effectiveness and ROI

• TV effectiveness by tactic

• Weekly and yearly saturation for each media and decay

• Halo effect of media on segments 2 and 3