Study 2
Before:
Need for Agile Marketing Planning with What-if Scenario Analysis
The company manages over $1B in co-op marketing funding from its vendor partners. However, its marketing planning process was slow and did not allow it to optimize its spending across each vendor partner quickly. The company wanted to be able to plan different spending scenarios across marketing channels for each partner to better inform the type of ad inventory it needed to provide to optimize results
Solution:
Optimized Budget Allocation, Spend Visibility, and Performance
Spaulding Ridge configured an Anaplan solution that supported co-op budgets for each vendor, planning of marketing spend allocations by channel for each vendor, and allocation of advertising units to each vendor. The solution is directly integrated into their marketing automation platform such that planning decisions and advertising units can immediately be executed on.