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 Trade Marketing 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.
Other benefits include:
Access to forward-looking insights that consider the history of sales and activities data, and advise on the performance of each activity, the points of sales relevance, the optimum frequency and duration
Guidance on which activities can be run in parallel
Better resource allocation and better targeting
A clear view into the results of advanced analytics models in terms of activities impact on sales, activities interactions when executed simultaneously, activities optimal duration and frequency and point of sales profiles/attributes that are more relevant for each activity