promoview_1

Business Problem - Retailers earmark 20-40% of their topline to promotions. But 1 in 3 promos fail to achieve desired outcome and 59% of promotions fail to breakeven. Why is this happening?

1. Promo planners do not have the birds eye view on factors influencing promotions. Also they don’t consider cross-category effects like Halo & Cannibalization thereby failing to capture the true lift.
2. Promotion planning is a time consuming process. Planners spend most of their time on scheduling repeat promotions irrespective of their performance and don't have time to design new promotion campaigns

Deliverables - PromoView consists of 3 modules 1.Promo Overview - An Executive summary view highlighting performance of promotions across product categories! 2.Promo DrillDown - Deepdive on product level performance, capturing effects of promotions 3.Promo Optimizer - An optimal promo mix recommender which is a combination of Forecast engine and Genetic algorithm based multi objective optimization. It provides following functionalities 3.1 Determine Optimal Promo mix using Multi- objective optimization and Forecast engine. 3.2 Promo Calendar - which gets updated as per the recommendation of optimizer 3.3 What-if scenario simulator which gives additional control to end users.

Outcomes -

1. Reduced toxic spend on promotions
2. Successful promos can generate 12% revenue lift and boost brand awareness by ~15%.
3. 3-6% increase in margins by eliminating low performing promotions
4. Up to 25% reduction in time spent on promotion planning 5. Captures True lift due to promotions(Lift + Halo - Cannibilization)

Consulting services: Azure setup, maintain, and integrate the following for the solution: Azure Data Factory for data curation Azure Blob Storage for raw data, connected storage, and Graph DS storage Azure Event Hub Azure Data Explorer Azure Virtual Machine Azure App Services Azure API Management Data Source - Azure Data Lake Data Pipeline - Azure Databricks Data Visualization - Power BI, Power Apps