Smart Promotions, Stronger Sales: Data Science in Alcobev Trade Optimization

Problem Statement

North America and Europe’s largest alcoholic beverage manufacturer and distributor faced challenges in optimizing trade promotions.

With a diverse portfolio of over 150 products a nd a wide array of 500+ promotional activities 30 different markets, the company needed a sophisticated, data-driven approach to enhance promotion effectiveness and drive measurable results.

Solution Implemented

To address these challenges, we implemented a data-driven approach focused on creating a Single View of Customer. Customer intelligence 360 (CI360) is our inhouse dedicated SVOC. This involved:

• Understanding Promotion Dynamics with Light GBM
• Learning What Customers Want with Conjoint Analysis
• Tailoring Strategies with Bayesian Analysis
• Simulating Scenarios with Monte Carlo Analysis
• Finding the Best Promotion Mix with Optimization Techniques