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CAPABILITY


Trade Marketing Impact Measurement

Generate analytics insights and measure the impact that trade marketing efforts have on sales.

Overview

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

Specific Services

The Trade Marketing Impact Measurement Application is powered with an advanced analytic statistical model, yet it conceals the statistical complexity. Clients enjoy a simple, business-oriented and user-friendly interface. Analytics results are always up-to-date with quarterly data refreshes.

The Trade Marketing Impact Measurement Application includes four main output use cases that address these questions and more:

  • “What is the volume uplift generated from our commercial activities?” - Activities Volume Uplift

  • “What is the correlation volume impact of activating two different commercial activities in certain sequence? - Activities Correlation

  • “What is the optimal duration and frequency for each commercial activity?” - Optimal Duration and Frequency

  • “Where do commercial activities work best?“ - Touch Points Targeting

Key features

  • Simple to use as it hides the advanced analytics complexity

  • A proven statistical model developed by the Accenture Advanced Analytics Center of Excellence statistical team, which has years of experience

  • Fast and easy Web access

  • Up-to-date with quarterly refreshes

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.