Automating Promotional Analysis
for Jumex (2024)
Client Background:
Jumex, a leading beverage company, traditionally relied on a promotional grid with historical data to track and analyze the effectiveness of their promotions. This process involved manual efforts using Excel to create linear regression models, which were then used to set prices for upcoming promotions.
Challenge:
The manual process was time-consuming and limited in its ability to provide accurate pricing recommendations due to the simplistic nature of linear regression models. This inefficiency prompted the need for a more sophisticated and automated solution to enhance the accuracy and effectiveness of their promotional strategies.
Solution:
We automated the promotional analysis by integrating multiple data sources, including internal databases and external paid sources. This automation involved three key components: automatically adjusting for seasonal trends in sales data, implementing complex models beyond linear regression to better capture sales behavior, and using a maximization algorithm to identify the optimal promotional price based on sales indicators.
Results and Impact:
The automation brought significant improvements to Jumex's operations. The time spent on data preparation by the promotional team was drastically reduced, allowing them to focus on strategic decision-making. Advanced modeling provided more accurate predictions and optimal pricing strategies, improving the efficiency and effectiveness of Jumex's promotional campaigns. This solution is now being put into production with the client's Business Intelligence (BI) team. As a result, Jumex can now quickly adapt to market changes and optimize their promotional strategies more effectively, with enhanced sales predictions and pricing strategies enabling the promotional team to concentrate on higher-value tasks.
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