Evaluating Shifts in Marketing Strategy

Demonstrates how marketing adjustments did not offset the pressure from a competitor’s expansion.

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Note: Data is Randomly Generated

For demonstration only, the data are randomized and all naming is fictitious.

# Get the R files containing the functions with plots
purrr::walk(list.files(
  'docs//01-Visual-Storytelling//03-Marketing-Effectiveness//functions//', 
  pattern = "\\.R$", full.names = TRUE), 
  source
)

1 Rising Discounts with Limited Impact

Discounts increased sharply, but revenue and gross profit gains remained minimal.

See full function here.

plots_marketing_effectiveness <- marketing_effectiveness()

plots_marketing_effectiveness$plot_discount_trend # display

plots_marketing_effectiveness$plot_discount_per_gp # display

plots_marketing_effectiveness$plot_rev_per_gp # display

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2 Performance Shifts Parallel to Marketing Response

Market performance shifted at the same time as strategy changes, but results did not improve meaningfully.

plots_marketing_effectiveness$plot_scatter # display

plots_marketing_effectiveness$plot_density # display

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3 Patron Density Remains Steady Across Service Area

Patron density remained steady across the service area; revenue pressure likely came from conversion and pricing, not coverage.

Output created with Tableau. File withheld.