Promotion and Campaign performance prediction across FMCG SKUs and optimization of Marketing spends

Promotion, Campaign performance prediction and optimization of Marketing spends


The client is a leading conglomerate in India with $11B revenue.

Business Challenge:

The client has embarked on a transformation journey for its FMCG business. The first focus area undertaken is the optimization of marketing spends by building the capability to measure and predict individual promotions across channels at a sub-brand and sub-category level by leveraging cutting-edge DS AI models deployed on Azure cloud.

Benefits Achieved:  

ITC Infotech provided a comprehensive solution resulting in:

  • Ability to predict individual promotion effectiveness by markets, categories, and brands and optimize the overall ROI, both short-term and long-term driven by DS AI models at the core
  • Initial DS model rollout in 1 category tested across India
  • Enabled early rollout of monthly schemes by close to a week aided by DE automation and ML models
  • Expected saving of 2%-3% on the marketing spends


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