Choosing the Right Acquisition Product for a Skincare Brand
Marketing
Numel Insight
The structured modelling revealed:
A mid-priced cleanser accounted for the majority of first-time purchases
The premium serum was predominantly purchased by returning customers
Distinct customer clusters showed different entry-product behavior
Customers entering through the cleanser had higher probability of purchasing higher-value products later
Context
A local D2C skincare brand was investing in multiple products across paid campaigns, but lacked clarity on which item functioned as the primary acquisition entry point.
Business Question
Which product is genuinely driving new customer acquisition?
Logistic Regression
K-Means Clustering
Decision Support
Numel enabled the team to separate acquisition-driving products from revenue-driving products using formal model-based evaluation rather than surface-level campaign metrics.
The chart above is for reference only. Actual figures are not presented.
Identifying Margin Drivers in an F&B Manufacturer
Finance
Numel Insight
Upon examining the historical data across:
Ingredient costs
Packaging costs
Freight and logistics expenses
Trade promotions and discount rates
Product-level pricing
The model-based analysis clarified:
Freight and distribution costs had a stronger impact on margin variability than ingredient cost changes
One recurring trade promotion significantly reduced margin without a proportionate volume increase
Two high-volume SKUs were particularly sensitive to small pricing shifts
Context
A packaged food and beverage manufacturer noticed Revenue remained relatively stable quarter over quarter. However, gross margins showed inconsistent swings.
Leadership suspected rising ingredient costs and promotional activity were responsible but lacked structured clarity on:
Which cost categories had the strongest impact on margins?
Whether trade discounts were eroding profitability
How sensitive certain product lines were to price adjustments?
Business Question
Why are profit margins fluctuating despite steady sales volume?
Multiple Linear Regression
Decision Support
Numel provided a structured, data-backed view of which variables most influenced profitability.
This enabled leadership to prioritize logistics cost review, reassess promotional structure, and conduct deeper pricing scenario discussions.
The chart above is for reference only. Actual figures are not presented.