New Promotional Offer Optimization Solution Accelerates Results​

This client is one of the largest global tire manufacturing companies with facilities in multiple countries, supplying tires to original equipment manufacturers (OEMs), retailers, and aftermarket customers, across a wide range of industries and vehicle types. The client’s traditional, highly consistent promotional strategy was not achieving the desired results. Further, sales and marketing data was stored in multiple locations with differing formats and inconsistent coverage across accounts, geographies, and products. The client needed to address the widely disparate data sources, understand the elasticity of promotional prices, and implement a new promotional offer optimization solution across their entire product portfolio and distribution channels. ​

The five-month engagement leveraged Parker Avery’s AI-driven Unified Demand Intelligence platform and the firm’s deep industry and pricing expertise. Partnering with the client’s analytics, marketing, and sales teams Parker Avery initially conducted technical and business discovery sessions to:​

• Understand current-state promotions planning and execution processes​
• Assess and align on available source data​

Next, the team federated all relevant data into a single platform for the subsequent analytics work. This massive undertaking involved staging, cleansing, and filtering many years of data representing disparate sources and types of sell-in/sell-out data, cost history, geography/product hierarchy, and attributes, as well as internal and external demand drivers. ​

With cleansed and enhanced data for demand driver modeling (price elasticity analysis), Parker Avery’s team provided the client with actionable elasticity insights and optimized the client’s promotions to simultaneously maximize revenue, margin, and units. Based on the recommendations, a pilot was scheduled to test the new promotional offers.​ The team provided the client with a tool for planning future promotions and simulating their impact on sales, margin, and market share. ​Further, Parker Avery helped the client develop capabilities to validate promotional calendar accuracy, assess post-mortem promo performance, as well as produce price elasticity insights and detailed promotional offer recommendations.​