dunnhumby is a global marketing and data analytics consulting firm with offices in Europe, Asia, and the Americas. Its American division, dunnhumbyUSA, is headquartered in Cincinnati, Ohio, with offices in Atlanta and New York City. dunnhumby helps its clients, primarily large retailers, get to know and treat their essential customers better than anyone else.
The UA MIS Capstone Team is developing a tool to help dunnhumbyUSA analyze the effectiveness of sales promotions. Although we are developing this tool for a specific industry, we are making the tool extensible so that dunnhumby can use this tool across multiple classes of trade.
We began this project by researching different types of promotions and effective metrics for their evaluation. We hosted our client kick-off meeting via teleconference, and used the information gleaned from that meeting to develop a comprehensive set of wireframes. We presented our initial designs to our clients on Thursday evening, and will begin refining our designs based on the feedback received.
Once the tool is completed, dunnhumby will use it to answer key questions related to promotions—Which customers responded to a promotion? Which promotion type is most successful for a particular product? How have promotions affected a product over time?
The dPAT (dunnhumby Promotional Analysis Tool) team is very excited about working with dunnhumbyUSA on this very valuable and interesting project!
Written by Karly Tuggle
The University of Alabama MIS program allows students to work on real projects that provide real value to real companies. Students learn to leverage people, processes and technology to solve problems and meet the challenges of today’s businesses head-on. For more information, call 205-348-5525 or visit http://cba.ua.edu/mis.