Analytics in Action - How Marketelligent Helped a CPG Company Boost Store Order Value

Boosting store sales by recommending the right SKUs to cross-sell/up-sell in the right quantity
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  Business Situation: The sales representative, dedicated to selling and distributing products for a leading CPG company are currently facing a dilemma as to how to boost store purchase based on SKU recommendationsCurrently, the SKU recommendations are based on sales representative intuition and is left to their judgment The Task: Evaluate the buying behavior of each store  – based on this recommend the next best SKU for this store to purchase by looking at buying behavior of other similar stores. Framework: Analytics in Action Boosting store sales by recommending the right SKUs to cross-sell/up-sell in the right quantity Client: A Leading CPG company Define & Build outlet segmentsRecommend Next Best SKURecommend Qty. for Next Best SKU Evaluate the store’s historic buying patterns to shortlist the most relevant variables for segmentation The Result: Developed an intelligent suggested order system which helped the sales representative increase the order size of the outlet by cross-selling & up-selling the right SKUs in the right quantity Evaluate historic buying patterns Segment stores into the distinctive & actionable segmentShortlist the top 5 SKUs for each segment. For each outlet, identify SKUs (from the above list) which have not been purchased in the P3M or which have been purchased in inadequate quantitiesBuild an optimization routine by applying multiple constraints (like size of the outlet, overall revenue generated etc.) to recommend the optimal qty. for each of the Next Best SKU   YOUR PARTNER FORDATA ANALYTICS SERVICES MANAGEMENT TEAMGLOBAL EXPERIENCE. PROVEN RESULTS. RoyK.CherianCEO Royhasover20yearsofrichexperienceinmarketing,advertisingandmediainorganizationslikeNestleIndia,UnitedBreweries,FCBandFeedbackVentures.HeholdsanMBAfromIIMAhmedabad. AnunayGupta,PhDCOO&HeadofAnalytics Anunayhasover15yearsofexperience,withasignificantportionfocusedonAnalyticsinConsumerFinance.InhislastassignmentatCitigroup,hewasresponsibleforallDecisionManagementfunctionsfortheUSCardsportfolioofCitigroup,coveringapprox$150Binassets.AnunayholdsanMBAinFinancefromNYUSternSchoolofBusiness. GregFerdinandEVP,BusinessDevelopment Greghasover20yearsofexperienceinglobalmarketing,strategicplanning,businessdevelopmentandanalyticsatDell,CapitalOneandAT&T.Hehassuccessfullydevelopedandembeddedanalytic-drivenprogramsintoavarietyofgo-to-market,customerandoperationalfunctions.GregholdsanMBAfromNYUSternSchoolofBusiness KakulPaulBusinessHead,CPG&Retail Kakulhasover8yearsofexperiencewithintheCPGindustry.ShewaspreviouslypartoftheAnalyticspracticeasWNS,leadinganalyticinitiativesfortopFortune50clientsglobally.ShehasextensiveexperienceinwhatdrivesConsumerpurchasebehavior,marketmixmodeling,pricing&promotionanalytics,etc.KakulhasanMBAfromIIMAhmedabad. ADVANCED ANALYTICAL SOLUTIONS   MARKETELLIGENT, INC. 80 Broad Street, 5th Floor, New York, NY 100041.212.837.7827 (o) 1.208.439.5551 (fax) CONTACT IndustryBusiness FocusTools and Techniques Consumer Finance Investment OptimizationSAS, SPSS, R, VBACredit CardsRevenue MaximizationCluster analysisLoans and MortgagesCost and Process EfficienciesFactor analysisRetail Banking & InsuranceForecastingConjoint analysisWealth ManagementPredictive ModelingPerceptual maps Consumer Goods and Retail Risk ManagementNeuralNetworksCPG & RetailPricing OptimizationChaid/ CARTConsumer DurablesCustomerSegmentationGenetic Algorithms Manufacturing andSupply Chain Supply Chain ManagementSupport Vector Machines High Tech OEM’s SentimentAnalysis AutomotiveLogistics & Distribution
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