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Tembici
2022
Tembici, faces a challenge in understanding the impact of its main growth levers: pricing, product innovation, climate, media, seasonality, and SEO. At the same time, digital performance investments have shown signs of saturation and branding investments still needed calibration.
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To face this scenario, Tembici and Uncover developed a predictive model capable of estimating sales based on investments and market conditions. The model evaluates the interactions between investments in media (performance vs. branding) and marketing variables (climate, pricing, and economy), allowing Tembici to calibrate its investments in branding according to market conditions.
By using data-driven insights, Tembici began to make more assertive decisions about resource allocation and prioritization of the most effective growth drivers. The continuous assessment of media investments and market conditions allowed the refinement of branding initiatives, strengthening brand positioning and driving sustainable growth.
Frequent assessments and adjustments, based on real-time market conditions, ensure that Tembici remains responsive and adaptable to consumer demands and the competitive dynamics of the Brazilian shared bike market.