Gazpromneft-SM (MERCAPP - system for managing sales and federal marketing actions)

2023: MERCAPP Implementation - Systems for Sales and Federal Marketing Stock Management

As part of the project, a system was developed for collecting, coordinating, launching and tracking promotional activities using a web interface.

The uniqueness of the developed solution is due to the possibility of implementing any mechanics of the promotion with control of the following parameters:

• Targeting of the participants of the action according to the necessary characteristics (distribution channel, volume, region, distributor, responsible employee, etc.)
• SKU bottom up, up to down level aggregation selection
• Setting Plans for Volumetric Metrics
• The use of non-removable goals of the action, both with options completed/not completed, and with various gradations of success.
• Combination of different volumetric and non-removable targets in customizable proportions within one promo activity
• Set up promotion stages and phases by time and duration
• Flexible mechanics for calculating bonuses and bonuses

Project objectives

• Creating a marketing activity designer that allows you to use flexible mechanics and their combinations to form a promo. Creation of new shares in the system in a short time and without attracting additional development costs.
• The ability to customize promotional tricks and promotions taking into account performance targets.
• Manage and control promos in cuts: channels/customers/brands/SKU.
• Routes of approval and "closing" of shares.
• Increase in sales volume during promotional activities due to the transparency of all processes and DataDriven approach to analyzing targets.

Project Description

This project was organized to solve the key tasks of the customer:

1. In one interface, have a full cycle of working with marketing activities. With accessibility to all process participants with their own set of functions depending on the Functional Role Model (FRM)
2. Get structured data for promo performance analysis.
   
   

During the project, a functional system with a modern user interface was created. For implementation, an optimal technological stack was selected that allows you to develop and scale the system without loss in performance and performance.

This solution allows you to create promo activities with a wide range of variations and mechanics. A separate process of coordination and connection of participants (both individually and by group characteristics) has been implemented.

The promo stage is also implemented in the interface to increase the transparency of the event. It contains real-time analytics and runrate indicators for all stock parameters that the system receives from DMS and SFA solutions developed for Gazpromneft - SM earlier.

Payments of bonuses/bonuses or other compensation for the promo also take place in the created system - by achieving indicators based on, and data the process of agreeing payments, which can be configured at various levels of employees.

The future development of the project is the creation of a full-fledged PromoTool system with uplift modeling tools on the basis of the implemented system.