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Integration of NPD/GFK/Context/IDC data for promotional and price banding for a leading PC manufacturer
Technology Category
- Analytics & Modeling - Data-as-a-Service
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Predictive Replenishment
Services
- Data Science Services
The Challenge
The client, a leading PC manufacturer, had been investing in promotions across product lines based on internal factors like product lifecycles and costs. However, they wanted to identify indicative segments that could be used by marketing for cross-sell and up-sell opportunities. The challenge was to source sales data from aggregators like NPD/GFK/Context and utilize price bands customized by regions and countries to create segments based on customer budgets. The client also wanted to revamp the promotion data processing to include a price band structure.
About The Customer
The customer in this case study is a global PC manufacturer operating in the Information Technology industry. The company had been investing in promotions across various product lines based on internal factors such as product lifecycles and costs. However, they were seeking to identify indicative segments that could be used by their marketing team for cross-sell and up-sell opportunities. The company operates in 22 European countries and their coverage includes approximately 100 websites with daily refreshes.
The Solution
Blueocean Market Intelligence provided a solution by sourcing sales data from aggregators like NPD/GFK/Context. They utilized price bands that were customized by regions and countries to create segments based on customer budgets. The promotion data processing was revamped to include a price band structure. Customized interactive dashboards were created to reflect price bands as per the respective region and country. Additional dashboards were added to provide different views on trends based on price bands for different brands and retailers.
Operational Impact
Quantitative Benefit
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