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Trade Marketing Activities Optimization

Analyze multiple scenarios to obtain the best results from future activities sales initiatives and points of sale.


Trade marketing planning is intended to build the brand and drive sales. However, it can be difficult to measure marketing’s impact on sales revenue, hampering efforts at future planning. Reaching customers through trade marketing activities requires implementing actions across several different channels, aligning them with new product launches and rolling out actions in accordance with the capacity of sales.

The Trade Marketing Activities Optimization Application is an Accenture application that supports sales force allocation, allowing users to optimize the planning of future trade marketing activities by considering past performance along with business capacity and constraints. This app allows users to identify and select the right activities and points of sale for annual initiatives, while also accounting for adequate sales force staffing and resource constraints. Now, It is possible to design and test many scenarios to understand the best solution.

This application enables the enterprise to capitalize on the data and results from past activities. The advanced data analysis leads to improved prioritization and efficient planned commercial initiatives that fully utilize the sales force capacity and the best mix of marketing activities for each initiative. Trade Marketing Activities Optimization will calculate:

  • The maximum number of commercial initiatives that a marketer can successfully deploy
  • The best mixes of activities a marketer can execute by initiative
  • Sales force and touch point utilization for total activation, or by initiative
"This application enables the enterprise to capitalize on the data and results from past activities.

Specific Services

The Trade Marketing Activities Optimization Application allows the user to make informed decisions about annual initiatives. It determines the right activities and touch points, considering the sales force availability and other resource constraints. Users are guided as they insert and edit all inputs. Statistical algorithms then prioritize the results according to targets and identified constraints. Once the Activities Impact Measurement module is implemented the data for sales and touch point capacity is updated automatically. After initial setup users simply launch the Optimizer to see their results in real time.

Key features

  • Initiative dashboard to analyze field force capacity, touch points capacity and activities mix effectiveness for each initiative.

  • Activity dashboard to explain where each activity contributes in which initiative and touch point type, in terms of volume contribution to the overall volume targets.

Why Accenture

The scalable Accenture Insights Platform includes retail and manufacturing applications, providing fast and easy access to an array of industry and functional applications that bolt onto the platform. Clients, in turn, achieve quicker time to market and more rapid results. Clients also benefit from Accenture Analytics’ wide range of capabilities rooted in:

  • Industry knowledge. The validity of our advanced analytics outcomes is underpinned by our deep knowledge of the sector.

  • Business. Applications are designed for business users and focused on business results, minimizing the complexity often related to advanced analytics. Getting to accurate outcomes does not require users to have statistical, mathematical or IT knowledge.

  • Flexibility. Applications are based on a framework that can be easily integrated in an enterprise operational environment to enable business process action.