BRIDGEi2i implements a robust, scalable optimization tool for marketing investment allocation recommendations based on RCQ (Reach-Cost-Quality) scores for a global semiconductor company

1. Customer Case Study
BRIDGEi2i implements a robust, scalable optimization tool for marketing investment allocation
recommendations based on RCQ (Reach-Cost-Quality) scores for a global semiconductor
company
Business Challenge
The client is a global semiconductor company, which designs and manufactures various digital products. The objective
of this study was to develop a robust and scalable methodology to implement McKinsey’s RCQ framework based on
internal/ external data, information and research and to use the RCQ scores to recommend marketing investment
allocation decisions. The primary target market was China which is one of the Client’s biggest market.
BRIDGEi2i Solution
BRIDGEi2i performed extensive secondary research and along with the third party agency reports, calculated the
Reach, Cost and Quality scores of various marketing touch points and with special focus on China. The relationship of
marketing vehicles to business impact was defined. The scoring methodology, logic and assumptions are iteratively
refined based on discussions with key stakeholders and SMEs. Based on the RCQ scores of various touch points,
BRIDGEi2i developed a robust, scalable optimization tool which will provide insight and suggest allocations from an
overall marketing budget to a particular marketing channel. The tool also provides an alternative to optimize the
various channels’ current financial year allocation based on the RCQ framework.
Investment Allocation Optimization Tool
Business Impact
The optimization tool provided a comprehensive overview of the overall marketing budget and recommends
allocation across various marketing channels. The insights and the overall summary helped the client to allocate
budget optimally as well as demonstrate the potential RoI through such investments. The tool can also be easily
implemented across the other client market regions as well.
About BRIDGEi2i
BRIDGEi2i is an analytics solutions company partnering with businesses globally, helping them achieve accelerated
outcome harnessing the power of data. BRIDGEi2i helps companies to BRIDGE the gap between INFORMATION,
INSIGHT and IMPACT in their journey to institutionalize data driven decisions across the enterprise. To know more visit
http://www.bridgei2i.com
For more details contact us: enquiries@bridgei2i.com
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