Executive Summary
Client cognized the need for a Data & Analytics strategy and a platform to coalesce the data elements from the divisions into one platform and perform advanced analytics to yield insights. A leading consulting firm was onboarded to define the strategy and roadmap for Data & Analytics, Data Science & AI driven solution on Azure cloud environment. The data platform built is expected to be the default data store for data across environment and enable usage of advanced analytics and other data related initiatives in the Organization.
Business Challenge
- To design an enterprise Unified Data and Insights platform with adequate modeling tools & capabilities with easy-to-use visualization methods to support business decision-making with respect to Trade Promotions and Marketing Mix.
- To build the capability to Predict and Optimize ROI on marketing spends and improve the effectiveness of promotions across channels by leveraging DS & AI. This initiative covers all major FMCG categories like Biscuits, Snacks, Noodles, and Personal care products.
Business Challenge
- To design an enterprise Unified Data and Insights platform with adequate modeling tools & capabilities with easy-to-use visualization methods to support business decision-making with respect to Trade Promotions and Marketing Mix.
- To build the capability to Predict and Optimize ROI on marketing spends and improve the effectiveness of promotions across channels by leveraging DS & AI. This initiative covers all major FMCG categories like Biscuits, Snacks, Noodles, and Personal care products.
Our Solution
- The ITC Infotech team was involved as a Professional Services Group to work in parallel with the COE SI integrator and DS consulting teams and review the entire ongoing development.
- In collaboration with other vendors for Data Engineering and Data Science solutions, the ITC Infotech team was involved in Data Extraction, cleaning, business validation, and transformation using Azure Data Factory and Data Bricks and Data Science modeling, Retraining, and Scoring on Azure ML and automated using ML Ops
Key Results And Benefits
- The Trade Promotion solution is currently under the Stabilization phase and fine-tuned for performance. In the first two months, the optimization of Trade Promotion % over the baseline was seen to be in the range of 5-8%
- Ability to predict individual promotion effectiveness by markets, categories, and brands
- Optimized the overall ROI, both short-term and long term driven by DS & AI models
About ITC Infotech
ITC Infotech is a leading global technology services and solutions provider, led by Business and Technology Consulting. ITC Infotech provides business-friendly solutions to help clients succeed and be future-ready, by seamlessly bringing together digital expertise, strong industry specific alliances and the unique ability to leverage deep domain expertise from ITC Group businesses. The company provides technology solutions and services to enterprises across industries such as Banking & Financial Services, Healthcare, Manufacturing, Consumer Goods, Travel and Hospitality, through a combination of traditional and newer business models, as a long-term sustainable partner.
ITC Infotech is a wholly owned subsidiary of ITC Ltd. ITC is one of India’s leading private sector companies and a diversified conglomerate with businesses spanning Consumer Goods, Hotels, Paperboards and Packaging, Agri Business and Information Technology.
