Entered by: Summit
Project name: Generating a 21% Revenue Increase with Tailored Seasonal Marketing
Argos set out to identify seasonal demand for its 50,000 products, with an objective of delivering year-on-year revenue growth of 12% through tailoring spend to expected seasonal performance. Creating 75 behaviour curves per quarter and a relative demand index for each product and search keyword allowed the brands to smash this target, especially in the key Christmas period. The predictive analytics pioneered in this campaign have gone on to inform business decisions across the company.
Judges' comment: "Strong use of historical data to drive immediate commercial results with broader benefits for strategic planning."