Wipro’s Data Discovery Platform (DDP) is an integrated platform, which accelerates ‘time-to-insight’ for an enterprise using pre-built industry apps that enable faster decision making, aided by advanced visualizations.
The Market Mix app on DDP provides a quick mechanism to quantify the sales impact of various marketing activities and to understand the effectiveness of each. This can aid marketing budget allocation, driven by data, of course. The Market Mix app not only helps understand sales impact of various marketing activities but also can play a key role in simulation of scenarios - ‘What-if’ analysis. The future impact of promo placements, TV ads, catalogue promos etc. can be evaluated w.r.t competition as well. Reallocation of the marketing budget in different proportions and assessing the direct impact on sales/value is easier and accurate.