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Proven framework to make it happen

Analyx® developed a 6-step framework to capture the benefits
of budget optimization in a sustainable way:

Qualitative mapping
of influencing factors
Collection of client data & integration
Insights from combined data
via descriptive analysis
Running models
determining effects & interactions
Front-end customization
depending on client needs
Process transformation
for sustainable change

Implementation time for steps 1 to 5 is on average 3 months

  • FMCG typically faster (1 to 2 months) due to more standardized data sources like retail panels
  • Complex industries with difficult data situation up to 6 months
  • In the case of multi-country and/or multi-category optimization, Analyx® typically starts from a pilot country or category to get organizational buy-in based on the pilot results before full roll-out.

Typical data requirements

General and industry-specific data

mainly provided by Analyx®

Economic indicators (e.g. consumer optimism, interest rates, stock indices etc.)

Weather (e.g. temperature and precipitation compared to long-term averages)

Brand KPIs (e.g. brand awareness, ad awareness, consideration, media buzz etc.)

Holiday & event calendar
(e.g. school holidays, major sports events)

Total category spendings on ATL media & split by brand 
(e.g. TV, Print, Outdoor etc.)

Company-specific data

provided by the client

Sales and market shares
(value and volume)

Detailed marketing plans (e.g. TV GRPs, Google adwords spendings, sponsoring activities etc.)

Promotional activities
(e.g. display, trade leaflets, price promos, couponing)

Product history
(e.g. timing of new features or product innovations)

Development of sales channels

(e.g. weighted distribution, sales commission changes etc.)

For best results, the company-specific data has:

Long data history
(ideally 3 to 5 years back)


Broad scope
(e.g. sales, pricing, campaign topics, features, promotional support etc.)

Many data points per year
(ideally weekly data)


Detailed splits
(e.g. by sub-products, sales
channels, topics etc.)

High consistency
(i.e. no changes of definitions)


Competitive coverage
(i.e. most of the data is also available for the relevant competitors)

But don’t worry, we can build very good models even if the data is not ideal!

SpendWorx® is a catalyst for organisational change

  • Empowers CMO to run budget allocation at his desk
  • Reduces dependency and supports power shift from media agencies
  • Brings Zero-based budgeting principles to “life”
  • Allows to leverage online dynamic budgeting across all channels
  • Ability to run multiple optimisation and simulation scenarios with no /limited support
  • Underlying driver concept enables fast organisational roll-out

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