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Market basket analysis and campaign analytics for a large, branded sports merchandise client

About Client

Client is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment, The company was founded on January 25, 1964, as "Blue Ribbon Sports. The company initially operated in Eugene, Oregon as a distributor for Japanese shoemaker Onitsuka Tiger, making most sales at track meets out of Knight's automobile

Objective

  • Analyze campaign Outcome on performance of Factory Outlets
  • Market basket analysis to understand which products are complimentary to each other i.e. bought together

Impact

  • 70% discount had negative Outcome on sales of 30% discount category
  • Offer differential discounts on different shades of a product
  • Analyze the “discount elasticity” of a product in different price bucket
  • Customers buying short sleeve top also buying shoe
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