BRIDGEi2i implements a robust, scalable optimization tool for marketing investment allocation recommendations based on RCQ (Reach-Cost-Quality) scores for a global semiconductor company. The client is a global semiconductor company, which designs and manufactures various digital products. The objective of this study was to develop a robust and scalable methodology to implement McKinsey’s RCQ framework based on internal/ external data, information, and research and to use the RCQ scores to recommend marketing investment allocation decisions. The primary target market was China which is one of the Client’s biggest market.
BRIDGEi2i performed extensive secondary research and along with the third party agency reports, calculated the Reach, Cost and Quality scores of various marketing touch points and with special focus on China. The relationship of marketing vehicles to business impact was defined.
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