Project Description

Our client wanted to understand the true incremental impact of each of their promotions in terms of volume, revenue and profit.

After building an econometric model we put the volumetric results into an interactive database and overlaid revenue and profit measures. The database could then be analysed to show patterns of response by type of promotion and product.

The client used the results to select the promotions that would deliver against specific objectives, and ultimately to determine the correct amount of promotional activity to carry out in order to hit annual volume targets in the most profitable way.