Shorten Path to Purchase for Growth & Efficiency

CONTEXT: Global Marketing Division of a Leading CPG Company championing brand equity, revenue and market share growth while delivering marketing efficiencies across 10 countries

THE COMMERCIAL QUESTION: How do we compress the path from awareness to purchase while reducing the cost of conversion across media channels?

WHAT WE DID

• Mapped consumer touchpoint to conversion contribution through AI diagnostic tool.

• Convened marketing, digital excellence, agency partners and shopper marketing, and finance leadership at an AI leadership strategy summit, aligning around 1 shared objective across functions

• Sourced and recommended an ecosystem of AI partners to optimize media across the marketing funnel

• Championed the weekly AI sprint sessions to implement the AI ecosystem, enable strategic trade-offs and defined investment decision protocols to enable media efficiencies.

• Embedded playbook to enable AI input and output critical thinking and creative freedom principles into the commercial teams across 10 country teams

WHAT AI DID

Analyzed the complete purchase journey across consumer, channel, product, and all media channels simultaneously. Identified precisely where investment accelerated conversion and where it destroyed it. Personalized messaging on 1:1 basis across millions of consumers in minutes. Optimized media allocation dynamically responding to live consumer signals not historical assumptions.

RESULTS

■ +33% increase in Revenue

■ 55% reduction in cost per conversion

■ 200% improvement in media ROI

■ 60% increase in awareness; 40% increase in engagement

■ +600bps increase in profitable revenue contribution