Our client, a digital marketing platform, enables CPG brands to reach customers via retail locations. The brands need predictive insights on which campaigns are most likely to generate sales lift and/or ROI, based on past behavior.
We aggregated point of sale data from 6,000+ locations over a three-year period to identify campaigns based on price discounts. Seasonal sales trends were modeled to identify true sales lift for the campaign. Campaign costs were estimated to generate a campaign ROI / margin. Ensemble machine learning methods were used to learn past campaign behavior to predict sales lift and ROI. Our client saw a 4x increase in sales leads from a major industry conference based on the newly introduced campaign insights.