Mars Petcare implemented artificial intelligence to optimize promotions
Mars Petcare has built a promotional calendar planning process using scenario analysis. This has been a key to the development of the project with Rubbles - the introduction of technology to create recommendations for the optimal promotional calendar. In this process, sales professionals determine the constraints that a future promotional calendar must meet and the key performance indicators for optimization. Machine learning algorithms, in turn, generate promotional calendars based on the specified parameters. In this way, the solution improves performance indicators, for example, by increasing promotional margins while maintaining market share.