Case Study: Building a 360-degree view of brands

Introduction

Maintaining a positive brand image is vital for the success of any company in today's highly competitive business environment. One of our clients, a leading consumer goods company, wanted to develop a comprehensive understanding of its brands by analyzing various internal and external data points.

Problem Statement

The client had access to a large amount of internal data on brand performance, such as shipment numbers and revenue. However, they also needed to include external data provided by third-party sources, such as market share and growth trends, to get a complete view of their brands.

Solution Approach

To address this challenge, we designed a solution that involved analyzing internal and external data to identify brand trends in terms of revenue, market share, value/volume growth, days receivable, and other key performance indicators (KPIs). Our solution leveraged predictive analytics to analyze these KPIs at the geography, channels, and SKU levels to provide a 360-degree view of the client's brands.

First, we collected internal data on brand performance, such as shipment numbers and revenue, from the client's systems and combined it with external data from third-party sources, such as market share and growth trends. Then, we cleaned and preprocessed the data to ensure accuracy and consistency.

Next, we used predictive analytics to analyze the data and identify key brand performance indicators, such as revenue growth, market share, and value/volume growth. We also analyzed days receivable to provide insights into the client's cash flow and working capital management.

Our solution was designed to provide a granular view of brand performance at different levels, such as geography, channels, and SKU. This enabled the client to identify areas of strength and weakness for each brand and make data-driven decisions to improve performance.

Results Our solution helped the client develop a comprehensive understanding of their brands by analyzing various internal and external data points. By identifying areas of strength and weakness and providing insights into cash flow and working capital management, the client was able to take proactive measures to improve brand performance.

By analyzing key performance indicators such as revenue growth, market share, and value/volume growth, the client gained insights into each brand's performance and could make data-driven decisions to improve them. Furthermore, by analyzing days receivable, the client could optimize their working capital management and improve cash flow.

Our solution provided a user-friendly dashboard that allowed the client to view the data at different levels, such as geography, channels, and SKU, making it easier for them to make data-driven decisions.

Conclusion

In today's highly competitive business environment, building a 360-degree view of brands is critical. Our solution leveraged predictive analytics to analyze various internal and external data points and provide a comprehensive understanding of the client's brands. By identifying areas of strength and weakness and providing insights into cash flow and working capital management, our solution helped the client improve brand performance and make data-driven decisions.