How ASKET built its own marketing decision workflow
ASKET uses Dema to bring business data and marketing measurement into one workflow. Jonatan Ehn, Chief Commercial Officer, explains how the team built an agent around its own decision-making logic, with an interface to review recommendations and take action.
A weekly process, built around the team's logic
Before Dema, ASKET combined business data, marketing platform reports, lifetime value predictions and test results in spreadsheets. Updated weekly, the analysis helped the team decide where to increase spend, where to reduce it and what to change. With Dema, that workflow is automated and the evaluation methodology is defined in code, using ASKET's own logic and definitions.
Business context and measurement in one place
The agent can bring together stock levels, margins, online and offline sales, and lifetime value predictions alongside Dema's marketing mix modelling, attribution and incrementality tests. Jonatan describes a more consistent process that considers more signals, more frequently, and makes recommendations based on the team's strategy.
“As long as you know what you want to achieve, it's usually possible.”
Jonatan Ehn · CCO, ASKET
An app to review, refine and act
The workflow also gives ASKET an interface where the team can review each recommendation, understand the logic behind it and revise its strategy before taking action. Jonatan estimates that this use case saves around half a day a week, and says its greater value is helping the team make better decisions than the previous manual process.
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