Improve the ROI of the strategic marketing plan by building a prioritization engine

To reach the objectives set by top management, the marketing department tries to allocate its budget as well as possible between customer acquisition and loyalty,  sales activities and/or offers, channels and targets.

The complexity becomes very important when the sales animation is dense, when each product department wants to put forward its own offer vs. that of its colleague, and when the number and variety of contact channels increase.

In this context, a lot of time is spent doing simulations, arguing one strategy vs. another at the beginning of each year but also during the year, without any robust element to arbitrate.