Our diverse team of experts is always innovating new ways to set growth free

Tilt-ing the scales with AI powered forecasting to transforms brand strategy.

The Challenge

Our client became increasingly concerned that the primary equity measure was not accurately reflecting actual performance. They engaged with us to conduct an in-depth analysis and model a comprehensive range of factors, including marketing channels, economic indicators, consumption patterns, weather conditions, and more. Our objective was to uncover the underlying forces driving their performance and identify more suitable equity measures that could serve as better proxies for true performance.

Our Solution

Using our award-winning AI innovation, TILT, we integrated a comprehensive dataset including client and third-party signals such as brand tracking, ‘consumption moments’, media spend, and metrics covering brand category and competitor search, alongside contextual data like weather and economic indicators. By modelling thousands of scenarios, we determined which combinations of these signals could most accurately forecast sales performance and track shifts in brand equity over time. This approach not only pinpointed key drivers but also provided a dynamic understanding of market influence on brand success.

The Impact

Our analysis unveiled to the client a pivotal insight: for certain products in their portfolio, traditional equity measures did not align with sales performance over time. This discovery prompted the identification of new equity measures that could better serve as proxies for performance, also uncovering the most vital signals that drive and undermine sales. Consequently, this intelligence sparked the development of new strategies. It led to refined tactical media placements, search engine optimization, inventive product naming, and the creation of novel consumption occasions. Additionally, it pinpointed which key competitors to focus on for the most substantial growth opportunities.