The Challenge
The company’s Marketing leadership recognized that each of its leading retail partners had a unique geographic footprint and organizational structure. The team needed to understand how to improve the customer journey by optimizing brands and tactics, timing if their spend and the level of spending allocation.
The Solution
The team approached Keen to develop retail-specific models across its top five stores. Keen’s platform generated a prescriptive plan that specified the optimal spend by brand and tactic over each week of the company’s spend.
The Result
Keen’s models found the company was overspending in many of its store-level tactics. It revealed a path to increase revenue by $4 million and marketing-driven profit by $1.5 million tripling marketing’s return to 16 percent lift over the base case when optimized. All of these gains were based on just one national retailer.
