APPROACH
The dated excel tool was replaced with a completely redesigned state-of-the-art R-shiny based tool
Identify features and functionality
- Identified improvements to be made across the tool from the end-user perspective
- Triangulated client requirements with our ideas to design an intuitive, fast and robust framework
Overhaul data-processes
- Created a robust data-mart with information on an exhaustive set of metrics including nights, revenue, incremental revenue, number of targets, number of registrations, activation, campaign costs across offer groups and regions
- Standardized the back-end processes across offer types
Bake in functionalities for
- Including new input parameters like weekend special offers, credit card offers etc.
- Selecting multiple reference offers
- Allotting up to 3 offers in parallel or series to the same customer group
- Comparing, saving & reloading planning iterations
Deployment
- Made it centrally accessible on a server for the clients to use
KEY BENEFITS
The solution enabled the clients to
- Instantly view results that allowed experimentation with offer combination before completion
- Integrate results tab making it easy to compare and change
- Pick up and drop anywhere with options to save and reload plans
- Determine the right set of offers with optimized estimation of campaign liability
RESULTS
The tool was well adopted by the client (in all the 2019 global promotions) and replaced the existing campaign planning systems owing to:
- Efficient campaign cost estimation
- Reduced runtime from 1 hour per campaign to 1 min
- Increased accuracy: Better feedback system – learnings from multiple past campaigns, as against just one.
- Ability to design complex campaigns: The solution was Instrumental in rolling out campaigns with up to 6 deals per offer group globally and planning campaigns for a specific set of customers (like credit card users)
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