How We Helped US-Based Manufacturer Create Personalized Offers Through Market Mix Optimization

In the dynamic landscape of manufacturing, the ability to tailor personalized offers is the currency of customer loyalty and market supremacy. Our recent collaboration with a US-based manufacturer witnessed the strategic integration of Market Mix Optimization (MMO) to redefine their approach to personalized offers. By harnessing the power of advanced analytics and data-driven insights, we embarked on a journey to optimize the market mix, meticulously crafting a strategy that aligns with individual customer preferences. This transformative initiative not only elevated the manufacturer’s ability to create personalized offers but also positioned them as pioneers in precision marketing. The narrative unfolds as a testament to how our tailored approach to MMO became the catalyst for our client’s ascendancy in the competitive manufacturing landscape, where personalized engagement is the cornerstone of customer satisfaction and brand loyalty.

Summary:

Client: Our recent client was a US-based nicotine products manufacturer with more than $2 billion in revenue.

Challenges: The client was facing stiff competition from regional market players and not seeing expected results from their marketing campaigns and sponsorship programs due to a lack of targeted customer offers. They needed a solution to identify optimal investment of planned campaigns, perform what-if analysis on channels and quantify the ROI of channels. 

Solutions: Quantzig used Marketing Mix Modeling technique to analyze customer data, including past purchase history, demographics, and preferences. The solution enabled the client to identify specific customer segments and create personalized offers tailored to their needs and preferences. Customers who preferred certain types of products or had specific demographic characteristics were targeted with offers that were most likely to appeal to their interests. Implementing this solution resulted in significantly improved customer engagement and higher conversion rates. 

Impact Delivered:

• 5% increase in revenue
• 15% improvements in mROI
• Improved future media strategy 

Industry overview:

• The US-based nicotine manufacturing industry is a highly regulated and competitive market, valued at over $30 billion by 2027. The industry comprises various products, including cigarettes, smokeless tobacco, e-cigarettes, and other alternative nicotine delivery systems.  While cigarette smoking rates have been declining in recent years, the use of e-cigarettes and other alternative nicotine delivery systems has been on the rise. 
• The industry is dominated by a few major players, with a handful of global tobacco companies controlling a significant portion of the market share. These companies have been investing heavily in research and development of alternative nicotine delivery systems, as demand for traditional tobacco products declines.
• Despite the challenges posed by regulatory hurdles and declining demand for traditional tobacco products, the US-based nicotine manufacturing industry remains a significant contributor to the US economy, providing thousands of jobs and generating billions in revenues. As consumer preferences continue to shift towards alternative nicotine delivery systems, companies in the industry will need to continue to innovate and adapt to remain competitive. 

About the client:

• The client was a US-based prominent nicotine products manufacturer with more than $2 billion in revenue.
• Despite its position as a leading player in the industry, the client was facing stiff competition from regional players, which led to a decline in its market share.
• In response, the client launched multiple sponsorship programs and marketing campaigns to reinforce its position in the market and attract more customers.
• However, the client was unable to identify the correct channels for its marketing efforts, which resulted in limited reach and low returns on investment.
• As a result, they were looking for a marketing mix strategy to optimize its marketing efforts and reach a wider audience to maintain its leadership position in the market. 
• The client recognized the need to adapt to the changing marketing landscape and was seeking professional guidance to identify the most effective channels and strategies. 

Challenges faced:

• Despite its wide presence across more than 25 states in the US, the client was struggling to increase its market share due to the intense competition from regional players.
• The client launched multiple marketing campaigns to bolster its position in the market and attract more customers.  
• The client did not have a framework to measure the impact of its marketing campaigns which made it difficult to determine ROI. Additionally, they were unable to identify the most effective channels for its future planned campaigns and marketing mix strategy, which led to the limited reach of its marketing effort. 
• They needed a market mix optimization solution to identify optimal investment of planned campaigns, perform what-if analysis on channels and quantify the ROI of channels. 
• By doing so, the client hoped to make data-driven decisions and improve the effectiveness of its marketing efforts to maintain its leadership position in the market. 
• To accurately allocate budgets for different channels and product combinations, it was crucial to consider variations in ROI based on factors such as seasons, competitors, and category innovation. By integrating these factors into the analysis, the client wanted to develop a comprehensive solution that can accurately allocate budgets to each channel and product combination, ensuring efficient resource allocation and maximizing ROI in a dynamic marketplace.

Solutions:

To help the client optimize their marketing efforts and improve their ROI, Quantzig deployed a range of solutions and frameworks. It helped the client to identify the most effective marketing channels, quantify the potential of their marketing campaigns, and make more informed decisions about future investments. 

• Quantzig first built a framework to segregate the natural revenue from marketing-influenced revenue in the client’s overall revenue. This framework helped us identify the impact of marketing campaigns on the client’s revenue and the contribution of natural revenue to their overall revenue. By segregating the natural revenue from marketing-influenced revenue, the client was able to accurately measure the impact of their marketing campaigns and identify areas for improvement. The insights provided by our framework allowed the client to optimize their marketing strategies, allocate their marketing budgets more effectively, and ultimately drive higher revenue growth. 
• Quantzig implemented a marketing decision management solution that combines Marketing Mix Optimization (MMO) with campaign planning. This powerful approach enabled them to assess the influence of product momentum (baseline sales) on various customer segments during marketing campaigns. By leveraging this solution, we successfully measured the impact of each campaign on different segments, facilitating the identification of the optimal allocation of marketing budgets and campaign activities. They were able to determine the most effective strategies for different seasons, regions, products, and customer segments, resulting in improved targeting and resource allocation for enhanced marketing performance and ROI.
• To achieve effective marketing budget allocation, we considered non-marketing product changes such as de-gramming and competitor price adjustments. These factors are particularly relevant in specific channels such as print media and store promotions. By factoring in these variables, they were able to plan campaigns more efficiently and receive easy-to-understand recommendations. This approach allowed for faster campaign planning while effectively utilizing the marketing budget. It resulted in improved reach, effectiveness, and efficiency of marketing campaigns, enabling the company to optimize their resources, and achieve better outcomes in terms of customer engagement and ROI.
• Additionally, we built a market mix optimization solution that helped the client identify the role and ROI of each marketing channel. Using advanced statistical techniques, we built a customized MMM model that incorporated factors such as advertising spend, promotional activities, and external factors like seasonality and economic conditions. The client determined the optimal allocation of their marketing budgets across various channels to maximize their ROI. Overall, our Marketing Mix Modeling (MMM) solution helped the client to gain a more comprehensive understanding of the impact of their marketing campaigns on their business outcomes. 
• We further developed a framework to quantify the features of a given campaign and calculated the campaign potential based on these factors. This allowed us to identify the optimal budget for a given campaign, ensuring that the client was getting the most out of their marketing investment. 
• To help the client with future investment planning, we built advanced models that enabled us to perform what-if analysis. This approach allowed us to explore different scenarios and understand the potential outcomes of various investment decisions, enabling the client to make more informed decisions in the upcoming future. 

In conclusion, our collaboration with the US-based manufacturer exemplifies the paradigm shift achieved through Market Mix Optimization (MMO) in crafting personalized offers. By leveraging advanced analytics and data-driven precision, we not only transformed their approach to customer engagement but positioned them as industry trailblazers in personalized marketing. This strategic intervention not only enhanced customer satisfaction and loyalty but also fortified the manufacturer’s competitive edge. The success story is more than just about personalized offers; it signifies a mastery of the market mix, where every element is orchestrated for optimal impact. Our tailored MMO strategy has empowered the manufacturer not only to meet but to exceed customer expectations, establishing a blueprint for sustained success in a market where personalized engagement is the ultimate currency. This narrative underscores the transformative power of MMO in propelling businesses toward unparalleled heights in the intensely competitive landscape of manufacturing.