Overview
Market Mix Modelling intends to revamp the client's existing business planning process by understanding the impact of various marketing channels on overall sales and allocating the right budget to increase the ROI from every channel.
Affine is a pioneer in Gaming Analytics with a decade worth of experience with Marquee Gaming Clients. Our extensive domain expertise aids in the marketing mix solution providing an edge over competitors to overcome underlying challenges & helps in delivering a highly accurate and optimized marketing budget allocate to drive In-game engagement and drive higher In-game purchases and overall Sales.
Solution Approach
- Developed a multivariate market mix model through ML techniques to determine the contribution of marketing channels
- The Solution breaks down business metrics to differentiate between contributions from marketing and promotional activities (incremental drivers) vs. other (base) drivers.
- Comprehensive AWS Services: We extensively use AWS Services in developing the solution framework, building the recommendation engine, and deploying the solution.
Salient Features:
- Scenario Planning Tool: A fully automated interactive scenario builder tool to enable the client in making faster decisions by quickly developing scenarios and measuring their impact. Integrated Amazon Quick Sight-based interactive UI enabling stakeholder collaboration & analysis of various attributes to recommend the most optimal scenarios to drive sales
- Comprehensive & Scalable Solution: ML based accurate recommendation engine to ensure marketing budget optimization; AWS cloud services enabled quicker development, integration & deployment of solutions across geographies
Key Benefits
- Comprehensive and Intuitive Approach
- Higher Return Marketing ROI
- Scalable Solution
- Hit Relevant Business Metrics faster
Deliverables
- Data Gathering
- Analytical Dataset Preparation
- Exploratory Data analysis
- Market Mix Model Development
- Model Validation
- Market Mix Optimization
- Planning and Scenario Evaluation
About Affine
Affine is the AWS Advanced Consulting Partner and a leading professional services & solutions firm, enabling global enterprises to affect their transformation & innovation, leveraging the unique Trifecta of AI, Data-Engineering & Cloud. With a globally distributed team of 500+ analytics professionals; Affine covers end-to-end capabilities spanning modern data engineering to core AI to scalable cloud deployment.
To explore our complete service offerings, visit us at https://affine.ai
Highlights
- Reduced Time & Cost To Experiment: Machine learning models developed using AWS AI/ML services enabled quick & efficient experimentation with multiple ML techniques to identify the final model which has high business interpretability and validation accuracy.
- Scenario-Based Planning: Time & cost-efficient interactive UI to evaluate multiple attributes like the effectiveness of Marketing strategies, optimal marketing channels, marketing spends & other business constraints that translate and recommend scenarios driving maximum In-Game Purchases, optimizing marketing budget allocation & increasing overall Gamer engagement & active users.
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