Measuring trade marketing impact on sales is a challenge, but analytics can help. When executing trade activities, marketers may experience a time delay on the impact on sales. Moreover, a sales increase can result not only from trade activities, but also from multiple contacts, multiple influencers and unpredictable, extraneous variables.
The Activities Impact Measurement application is a web-based solution that allows trade marketing professionals to assess and quantify the impact of trade marketing activities. It delivers accurate estimates of the impact that single trade activities have on sales. By examining past performance, it sheds light on halo/cannibalization, optimal duration and Touch Point best profiles.
The application quantifies the impact of the factors driving sales, taking into account external and macroeconomic factors as well as estimating the baseline, volume not dependent from the activities execution or the external factors. The app makes it simple to visualize the results of complex models and drill down the uplift by quarter, region and brand.