An interactive gaming publisher sought a way to transform its data model and capture mechanism to improve tracking and analysis of promotional activities and estimate the ROI for various promotional tactics. Learn more: http://www2.deloitte.com/us/en/pages/deloitte-analytics/articles/analytics-is-no-game-for-interactive-publisher.html

1. A large interactive gaming publisher sought a way to calculate its return on marketing
investment with retailers to optimize its marketing spend and improve future
marketing campaigns.
Jordan Wiggins
Principal, Deloitte Consulting LLP
jorwiggins@deloitte.com
Chuck Davenport
Director, Deloitte Consulting LLP
chdavenport@deloitte.com
Copyright © 2015 Deloitte Development LLC.
All rights reserved. Member of Deloitte Touche Tohmatsu Limited
Which promotional tactics are
most effective across retailers?
An analytical model to measure
the return on holiday promotions
Key insights on promotions
performance
Marketing campaign spend
optimized across promotion
types and vehicles
Driving marketing ROI
Analytics insights quantify marketing spend
VISION
EVALUATE
CHALLENGES
Inefficient
processes
Econometric
data model
Data
enrichment
Analytics
dashboards
Data
visualization
Discount-based
promotions
more effective
than dollar-off
and Buy one,
get one (BOGO)
Capture sales
earlier in
product
life cycle
Margin sales
improvement
Improved
marketing ROI
with each
product
release
Product
promotion
more effective
during holidays
Retailer-specific
investment
drove total
market sales
Poor data quality
Flawed data model
CREATE GENERATE CELEBRATE
12%
35%
15%
12%
ROI
Using analytical methods and tools, the company achieved a unified view of its trade
promotions performance across all marketing activities. The result? It can now make
high-impact decisions quickly, optimize campaign spend, and improve the effectiveness
of future marketing campaigns.VALUE
If you want to learn how analytics
can fuel your journey from vision
to value, we should talk.