Sales Channel Management
As organizations seek to grow an increasing number of products or often sold to an increasing number of segments. Fragmentation or concentration in clients and technological innovations are rapidly changing the sales channel dynamics and the prevailing logic of sales force deployment.
Ninah can help marketers address challenges in a number of areas such as:
- Optimizing sales channels and dealing with cannibalization
- Marketing alignment to distribution channels
- Sales force optimization
- Trade promotions optimization
Case Study Insurance Multi Channel Marketing Optimization
Situation
A major property and casualty insurer was facing a siloed approach to marketing across the distribution channels leading to inefficient spend and difficulty coordinating an enterprise approach to marketing.
Approach:
Ninah specialists lead the project which covered econometrics and customer data mining and lifetime value modeling in partnership with client teams. Econometric models were built to measure ROI for both online and offline phone and agent channels separately, and the team Full technical models were then handed over to the in-house client team for systems integration and used as part of the on-going strategic planning and forecasting process.
Results
The analysis revealed significant opportunity to leverage cross channel interaction effects and revealed marketing levers effective in the online space to have significant impact in offline distribution channels. The resulting reallocation improved marketing productivity by over 30% and enabled a cross channel planning process.