How some marketing skirmishes were won through data.
Case studies, whitepapers and field notes drawn from RainMan's intuition, experience and 15+ years of cross-category pattern recognition.
How RainMan helped brands move ahead of competition
How a life insurance company insulated reduced churn through a predictive model
With the regulatory regime changing for insurance companies, the focus is on sufficient capital to cover risk. One of the key aspects of this new regime is to estimate the probability of Surrender, Lapsation and Claims. With a well specified model, the insurance company was able to operate with the optimal capital based on the risk its portfolio carries.
How can a brand compare its returns from investments in offline media and online media and optimize spends?
A Global Premium cosmetic brand with high presence on digital media reported decline in sales in Asia. The brand, wanted to identify its drivers of sales and optimize media deployment in order to arrest the fall in sales. The brand had presence on various platforms like TV, Print, OOH, mobile, Facebook, iVideo, iMedia and Search, with Facebook and mobile (non-facebook) having a lion’s share of investment. Investment was slightly skewed towards digital media as opposed to other media media channels
How clustering helped a jewellery major predict sales at a store level
Inventories in store comprise the largest investment in a fine jewellery business. For a chain of jewellery stores, the issue was to identify what SKUs to stock, in what quantities and in which outlet. The objective was to optimize the inventory at a store level. The secondary objective was to improve the new product indents for these stores given the history of sales by product types.
How insights into long term effect of advertising changed the strategy for a leading personal care brand
The marketing team of a FMCG brand felt that while their models were identifying the ROI of the marketing spends, the spends were over time getting skewed in favour of short term promotions and the brand was not focusing on building brand value. The basic reason for this was the estimated ROI from advertising was lower than that of promotions – both consumer and trade and therefore, the skew in spends.
How to plan long term by estimating industry size 5 years into the future
An Alco-Bev major wanted to understand the sizes of each of the categories of alcohol such as Whisky, Vodka and so on into the future for a plan strategy for a 5 year period. Over 15 years of sales data by SKU was available. RainMan also collected environmental data such as per capita income, growth of certain demographic segments as well as the growth of other categories where data was available.
How to use Geo-Targeting to improve lift from digital
A healthcare brand wanted to understand the impact of using different digital channels in a practical way – so that the quantum of investment on each could be decided. The idea was to create a baseline for a market and check the lift with the application of a campaign run on a specific digital channel.
To keep you ahead, information and intelligence is the key
An Introduction to Paid-Owned-Earned Media
Marketing Mix Modeling: Then and Now
Predicting Store Sales on the Sales Beat
A Comprehensive Market Mix Model
Latest thinking from the RainMan team
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