This document discusses marketing mix optimization and the key factors that drive sales. It outlines the 5 P's of marketing - product, place, price, promotion, and people - as well as external factors that affect sales. It then describes a marketing mix optimization process that involves understanding the market and data, collecting data, visualizing insights, and re-allocating budgets to find an optimal allocation that can increase sales. The process involves consolidating data, describing sales patterns, preparing models, and fully optimizing the marketing mix where every step is important.

2. What
drives sales?

3. 5P’s
PRODUCT PLACE PRICE PROMOTION
+ BASE + EXTERNAL FACTORS
PEOPLE

4. YES!
But there ain’t no data…

5. MarketingMixOptimization
• MARKET UNDERSTANDING
• DATA UNDERSTANDING
• DATA COLLECTION
• VISUALIZATION

6. MarketingMixOptimization
BASE
SEASON
TV SPENDS
SALES TEAM INCENTIVES
PRICE DISCOUNT
LOYALTY PROGRAM

7. MarketingMixOptimization
RE-ALLOCATION BUDGET INCREASE
+
RE-ALLOCATION
CURRENT MIX OPTIMAL
ALLOCATION

8. MarketingMixOptimization
1. DATA CONSOLIDATION
2. SALES DESCRIPTION
3. MODEL PREPARATION
4. FULL MM OPTIMIZATION
…every step matters.

9. SERVED BY