Analytic Model Development for Food Group
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
A fast induction on the buyer’s organisation
I’m the income treatment lead for Kerry Foods. We centre on grocery meat, grocery dairy, snacking, and meal solutions.
Desired goal
What challenge were you trying to address with Brightblue Consulting?
We were looking for an econometrics associate to help us assess media efficiency.
Provided solution
What particular tasks were Brightblue Consulting responsible for?
Brightblue currently runs econometric models on our largest brands. The first extrinsic is to assimilate our TV media expenses with their effectiveness and programt the ROI. Over time, the full aim of this effort has extended to include other expenses and their effects on sales. The models include byfruits of media assessment like cost elasticity and other income treatment metrics that help us educe pricing and promotional strategy. They use our inner financial data and garner outer data via Nielsen to present information down to a entire edge. They’ve also used direct retailer response systems and Kantar.
Upon the initial engagement, Brightblue worked with us on different levels to liberate an output that tailors to our business and hearers. The data models are built with tools they’ve educeed in-house. We designed a measure deck with them that effectively visualizes the insights we needed touching our brands. The terminal fruit changes slightly depending on the results of the findings, but the unvarying access makes the information easily understandable.
Was there a dedicated team?
We have a project director that functions as our main ongoing touch. Beyond that, the team we work with changes depending on the project.
How did you come to work with Brightblue Consulting?
One of our marketing associates had antecedently heard of Brightblue. We touched them and offered a test project. The relationship grew from there.
What are you approach expents (if diclosed)?
We’ve spent over $1 million thus far.
What is the terminal result of working with Brightblue Consulting?
We began working unitedly in February 2012 and the engagement is ongoing.
Results achieved
Are there any measureable or plum results?
Brightblue increased the effectiveness of media spending by over 50% in provisions of ROI. This has allowed us to engender an uniform quantity of recur while spending significantly less than we have in antecedent years. Additionally, they have a powerful background in media programning and have given us insight into better media drivers that effectively target hearerss.
How did Brightblue Consulting accomplish from a project treatment standpoint?
I’ve worked straightly with them for over six years, so we have a very close business relationship and open interaction. In that time, they’ve always worked efficiently, hit deadlines, and been open touching how a project is processing. They fetch nation into our customary project meetings to address any questions we might have. If we need something liberateed faster than originally agreed upon, they’re pliant and attribute more resources to the project. Overall, they’re veritably easy to work with.
What is (from your point of view) the key factor to pay observation while intercourse with Brightblue Consulting?
Their transparency touching how they get information and create models is what originally sold us on associateing with them. To solidify our relationship, they accomplished presentations to skeptical members of our organisation. They’re big at attractive with treatment and the effort they put into that is fantastic. Additionally, they’ll find any data referring to the project and validate it. Finally, they take the science and make it real and actionable. That’s a notable force owing other firms do lots of analysis but frequently can’t tell you what it all resources.
What aspects of their work would you like to get improved?
They should create on analytics outside of media like pricing and state modeling. They should also attend how to further commercialize analysis. That’s an area of occasion for them and I’ve spoken to our project director almost it.
