![](https://static.wixstatic.com/media/349326_a57d5fe2f51b4385b38c89fd224419cd~mv2.jpg/v1/fill/w_980,h_392,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/6_edited.jpg)
Marketing Analysis - ATK Consulting Group
ATK
Cross-industry
Marketing Analysis
Acknowledgment of ATK's expertise:
![](https://static.wixstatic.com/media/349326_38d91fefd2ff42d584a685e5adee1cf2~mv2.png/v1/fill/w_980,h_352,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/image001-5.png)
Platforms:
![](https://static.wixstatic.com/media/349326_7cb788a85eb24e778ab67cd8081bd1a8~mv2.png/v1/fill/w_980,h_515,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/349326_7cb788a85eb24e778ab67cd8081bd1a8~mv2.png)
![](https://static.wixstatic.com/media/349326_6fa33eb6038a4153870b8fd89f6f8354~mv2.jpg/v1/fill/w_370,h_190,al_c,q_80,enc_avif,quality_auto/qlik-sense2.jpg)
![](https://static.wixstatic.com/media/349326_fb16e635e14f4ff9a7a154c5d368320d~mv2.jpg/v1/fill/w_200,h_80,al_c,q_80,enc_avif,quality_auto/349326_fb16e635e14f4ff9a7a154c5d368320d~mv2.jpg)
Solution Functionality:
Support planning of promotional and sales strategies; Analyzing factors affecting sales plan execution to make decisions on allocation of marketing resources in a specific territory; Forecasting the effectiveness of promotions; Analyzing the elasticity of demand for promotions; Analysis of the promoted product/brand in relation to the trend; Analysis of loyalty programs; Evaluating the effectiveness of marketing campaigns and channels; Tracking the sales funnel for a specific campaign with conversion rates at each stage; Dynamics and efficiency of marketing expenditures by product, region, plan and actual by budget
Analysis of marketing campaigns and loyalty programs
Planning of assortment matrix by price ranges based on sales history; Identifying and measuring the effectiveness of driver products Analysis of novelties in the assortment matrix and their share in the product category Analyzing the quality of execution of the planned assortment matrix by novelties, regions, distributors/stores, etc..; Analysis of product category revenue distribution by price ranges by regions, managers, stores, etc.
Analysis of product portfolio and price positioning
Flexible segmentation of clients by presence or absence of parameters; Segmentation of the customer base by various methods: ABC, RFM, Boston Matrix, etc. Identification of customer segments prone to churn and planning campaigns to retain them; Building models of customer behavior (churn and development)
Flexible customer segmentation
Joint analysis of data from Yandex.Metrics, Google Analytics, advertising platforms and sales and customer data from ERP and CRM systems; Analysis of multi-level conversion funnel and sales by channel; Internet marketing key metrics: CPC, CPL, CPO, MROI, etc.; Analyzing the effectiveness of digital channels; Call tracking analysis: number of calls by hours and days of the week, number of minutes, types of calls, advertising channels; Calculation of conditional sales depending on the level of traffic to certain sections of the site with different conversion rates of Internet users.
Cross-cutting web analytics
Reports on comparison of competitive brands and products, with the ability to flexibly change the parameters of the competitive environment definition (based on data from Nielsen, IMS, GfK, industry studies); Dynamics of ratings relative to the market for a given competitive environment (ratings of manufacturers in the region; ratings of regions by brand, product or product group; ratings of products in the region); Market share by brand, product, product group, and region; Product penetration index to the market; Evolution Index: growth in relation to the market.
Market share analysis: retail audit
Monitoring chains' compliance with merchandising standards; Influence of branded equipment on sales volume; Impact on sales volume of promotions, tastings, special offers, discounts; Competitive analysis of competitors' merchandising; Analysis of "golden shelf" in relation to competitors (price, share, representation, listing).
Point-of-Sale analytics
Screenshots of the solution:
![](https://static.wixstatic.com/media/349326_c180bcf50d444aeba81eed0444d1e03a~mv2.png/v1/fill/w_957,h_444,al_c,q_90,enc_avif,quality_auto/image005-2.png)
![](https://static.wixstatic.com/media/349326_eaef987dd1f448cc8b0e47de6720ff47~mv2.png/v1/fill/w_947,h_438,al_c,q_90,enc_avif,quality_auto/image003-6.png)
Implementation results:
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Receive all marketing analytics in a single application, with the ability to drill down to any analysis detail, flexible selection of periods;
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Increasing the effectiveness of marketing promotions and loyalty programs by analyzing incentive promotions, controlling the results of promotions in real time, developing promotions to match customer buying patterns;
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Reducing customer churn and increasing LTV of customers by identifying "at risk" segments of the customer base and forming actions aimed at their retention;
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Improving the efficiency of product portfolio management and price positioning of products within categories;
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Reducing the labor intensity of customer segmentation and increasing the effectiveness of marketing campaigns due to more focused offers for narrower segments of the customer base;
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Increased efficiency of digital channels thanks to end-to-end web analytics, with costing and sales funnel calculation from each online channel;
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No resources spent on consolidation of marketing reports from various systems and third-party research;
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Operational and transparent control of marketing KPIs together with sales;
![](https://static.wixstatic.com/media/349326_945154d252f94d62b525f4fe34fbb973~mv2.png/v1/fill/w_511,h_331,al_c,q_85,enc_avif,quality_auto/Frame%2045%20(33).png)
X5 Retail Group
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530 QlikView users and hundreds of employees receiving reports through Qlik NPrinting
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20% increase in promotional engagement
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20% increase in promotions prediction accuracy
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Dynamic analytics system based on QlikView
![](https://static.wixstatic.com/media/349326_de26578559a14b51aa2fede1164f2812~mv2.png/v1/fill/w_511,h_331,al_c,q_85,enc_avif,quality_auto/Frame%2045%20(40).png)
Pernod Ricard
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300 QlikView users
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Tracking of promotional materials and activities (own and competitors') in Qlik, with evaluation of effectiveness
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Evaluation of customer satisfaction with distributors
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Analytics by market share, weighted distribution, price
![](https://static.wixstatic.com/media/349326_bb8288a144fb48e598fa9ba086701176~mv2.jpg/v1/fill/w_980,h_342,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/Pharmstandart-logo.jpg)
Pharmstandard
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Payback period of QlikView implementation project - 8 months
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At the end of the project, release of analysts' time - 141 working days per year
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Market share analytics is set up flexibly in accordance with the competitive environment
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Sales analytics by plan fulfillment, customers, "Risk-Potential" model
This solution is complemented well:
![](https://static.wixstatic.com/media/349326_d0dd3fd2be064aa68a5ecd77e9e2386b~mv2.png/v1/fill/w_166,h_166,al_c,q_85,enc_avif,quality_auto/349326_d0dd3fd2be064aa68a5ecd77e9e2386b~mv2.png)
![](https://static.wixstatic.com/media/349326_0d983342fd6540009008195f4e91a61b~mv2.png/v1/fill/w_166,h_166,al_c,q_85,enc_avif,quality_auto/%D0%91%D0%B5%D0%B7%D1%8B%D0%BC%D1%8F%D0%BD%D0%BD%D1%8B%D0%B9(2).png)
Sales analysis
Analysis of finances
![](https://static.wixstatic.com/media/349326_a067a75aedc543f7aca5dbb11dfbef64~mv2.png/v1/fill/w_126,h_116,al_c,q_85,enc_avif,quality_auto/Br.png)
![](https://static.wixstatic.com/media/349326_62e062e9f37b4c62bbbfb1569904b032~mv2.png/v1/fill/w_166,h_166,al_c,q_85,enc_avif,quality_auto/349326_62e062e9f37b4c62bbbfb1569904b032~mv2.png)
Analysis of goods movement
![](https://static.wixstatic.com/media/349326_a45400a53a1841bdbe3fa3552bf3ccff~mv2.png/v1/fill/w_166,h_166,al_c,q_85,enc_avif,quality_auto/349326_a45400a53a1841bdbe3fa3552bf3ccff~mv2.png)
HR analysis
+7 (495) 134-32-92
consult@atkcg.ru
Russia, 121467, Moscow,
Istrinskaya str. 4, Office 1
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