Problem Statement

Our client, a leading Fast-Moving Consumer Goods (FMCG) company, recognized the need to enhance its customer engagement and sales strategies for both B2B and B2C clients. They sought to leverage predictive analytics technology to understand customers' Next Buying Actions (NBA) based on their interactions and clicks on their cloud platform. Additionally, the client aimed to gain insights into customer journeys, buying patterns, and preferences to optimize product recommendations and marketing efforts.



CODETRU collaborated closely with the FMCG client to develop a comprehensive cloud platform and predictive analytics solution. The key components of the solution included:

Cloud-Based Platform

a. Designed and deployed a robust, scalable cloud platform accessible to both B2B and B2C clients for seamless interaction.
b. Integrated user-friendly dashboards and interfaces for a personalized user experience.

Predictive Analytics for NBA

a. Leveraged predictive analytics algorithms to analyze customer interactions and clicks on the platform.
b. Developed models to predict customers' Next Buying Actions, enabling personalized product recommendations and marketing strategies.

Customer Journey Analysis

​a. Implemented comprehensive tracking and analytics to understand customer journeys, buying patterns, and preferences.
b. Created reports and visualizations to provide insights into customer demographics, age range preferences, and buying behavior.

Personalized Product Recommendation

​a. Utilized predictive analytics insights to recommend relevant products to customers in real time based on their preferences and past behavior.
b.Enhanced cross-selling and upselling opportunities to increase sales revenue.


Challenges Involved

Managing and analyzing vast amounts of customer data while ensuring data privacy and security.

Developing predictive analytics models that provided accurate Next Buying Action predictions.

Training the client's teams on the use of the new platform and analytics tools for effective decision-making.



The implementation of CODETRU's cloud platform and predictive analytics solution delivered significant benefits to our FMCG client:

Enhanced Customer Engagement

Personalized product recommendations and marketing efforts led to increased customer engagement and retention.

Improved Sales Conversion

Accurate NBA predictions resulted in higher sales conversion rates, boosting overall revenue.

Data-Driven Decision-Making

Provided actionable insights into customer behavior, enabling data-driven decision-making in product development and marketing strategies.

Optimized Marketing Efforts

Targeted marketing campaigns based on customer preferences and buying behavior improved marketing ROI.



CODETRU's predictive analytics solution had a transformative impact on our FMCG client's sales and marketing strategies:

Increased Revenue

Achieved a 15% increase in revenue through improved sales conversion rates and personalized product recommendations.

Competitive Advantage

Gained a competitive edge by offering a highly personalized and data-driven customer experience.

Customer Retention

Enhanced customer satisfaction and retention by delivering products and services aligned with customer preferences


Technology Stack

Our solution leveraged a robust technology stack, including:

1. Cloud Platform: AWS, Azure

2. Predictive Analytics: Python, TensorFlow, Scikit-Learn

3. Data Analytics and Reporting: Tableau, Power BI

4. Customer Data Management: Custom-built database solutions

In conclusion, CODETRU's cloud platform and predictive analytics solution transformed our FMCG client's sales and marketing strategies, providing valuable insights into customer behavior and preferences. This case study highlights the significant impact of data-driven solutions in the FMCG industry.