The Challenge
A global FMCG leader's data and analytics team managed marketing performance across dozens of markets using siloed, manual reports. Data from marketplace platforms, sales systems, and media tools lived in separate systems—requiring analysts to spend most of their time building reports rather than acting on actionable signals.
In major regional markets, quick commerce (QComm) and marketplace performance data from prominent delivery and e-commerce channels was processed days after the fact, making real-time shelf and campaign decisions virtually impossible. Furthermore, legacy pricing systems were equally rigid. The enterprise was missing major revenue opportunities during critical promotional windows due to an inability to respond in real time to competitor pricing tactics and sudden demand shifts.
The Solution
To solve this, Trailytics implemented an enterprise-grade, AI-powered real-time data feed architecture. This solution consolidated all marketing, marketplace, and commerce data into a single, centralized live dashboard—completely eliminating the manual reconciliation cycle. Additionally, advanced Machine Learning (ML) reinforcement learning pricing models were deployed. These models continuously ingest automated competitor pricing feeds, promotional calendars, and real-time demand signals to generate dynamic pricing recommendations, enabling agile, same-day responses to volatile market shifts.