Below is one case -You are handed with a Pilot Project in Reckitt Benckiser for Marketing Attribution Modelling for 1Brand - Mucinex for $150k, 3 monthsThe Project is sponsored at RB by...

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MARKETING ATTRIBUTION MODELLING
Introduction
The project is about marketing attribution modeling for Mucinex.
The project is sponsored by Bastien Parizot that is Global Vice President Tech & Digital at Reckitt.
The objective of the project is to grow Mucinex revenue from $150k to $2.5M in Year 1 and $4M in Year 2 through Data Engineering and Data Science Services.
Current Situation
Mucinex revenue is $150k in last 3 months.
The project requires analysis of current marketing strategies for describing strengths and weaknesses.
This includes identification of challenges including lack of clear attribution for marketing efforts.
It includes understanding gaps in understanding customer journey tha can hinder optimization of marketing spend.
Understanding the Brand
Mucinex is the leading brand in cough and cold medication market.
Target audience includes individuals that are looking for relief from respiratory ailments.
Demographics include adults aged 25-54 that have active lifestyles.
Psychographics shows need of fast and effective symptom relief that focuses on convenience and efficacy in product messaging.
Importance of Marketing Attribution
Marketing attribution modeling shows impact of different marketing channels on sales and revenue generation.
It is important for optimizing marketing strategies by allocating resources effectively.
Different attribution models like first touch, last touch, linear and time decay. It provides...