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Hey promo, show me the money!

February 24th 2020

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The first step in making sure your promotions are paying off and meeting their objectives is to get the analysis tools in use. 

The money that flow into promotions and different in-store marketing activations take a major share of consumer-packaged-goods (CPG) companies marketing budgets. Yet, measuring and analyzing the results is often very superficial and what remains unclear are the details: which campaigns were the successful ones and why. Because of this, it is not a surprise that majority of promotional calendars remain somewhat untouched year after year.

When the time has come to finalize the promotional calendar, the plan is ambitious: after analyzing last year’s campaigns, replace the underperformed ones and keep the ones that succeeded. The data is there, but spread across various spreadsheets and data sources, which makes it difficult and time consuming to evaluate the performance, impact and details. Promotional activities can have several different objectives from attracting new customers and raising awareness, to increasing sales and expanding market penetration, and therefore also the relevant metrics can vary from incremental sales to the number of new customers. This all means that the process of analyzing the campaigns is anything but straightforward.

Proper tools add significant value, when we want to see the big picture and drill down to the details of various trade promotion activities. A good reporting system gives you instantly a complete overview of your campaigns, their performance, the products included in the campaign, and also if a campaign met it's targets in a bigger picture. It will let you to discover the underdelivering campaigns, which should not be repeated and also recognize the success factors of the well performed campaigns.

A good reporting system gives you instantly a complete overview of your campaigns, their performance, the products included in the campaign, and also if a campaign met it's targets in a bigger picture

Analyse² Category Analytics is a collaboration platform for retailer and CPG companies. It allows both parties to use the same, transparent retailer’s sell-out data in building market and category insights, measuring performance and analyzing results. The modern tools and the rich data help to plan high performing campaigns and measuring performance from relevant angles. Various reports provide you insight, which help you to develop your product categories, get better understanding about your shoppers and plan better promotions. These insights help you also to improve the relationship with your key retailer and in negotiating your product’s role and category development plans.

When a CPG company has the possibility to analyze individual campaigns, they are better prepared for planning campaigns with higher return on investment. They can plan a better product mixes for the future promotions, they know exactly which stores to choose for the campaign and improve their pricing decisions along with target customer selection.

When a CPG company has the possibility to analyze individual campaigns, they are better prepared for planning campaigns with higher return on investment

When looking at the sales figures of a campaign, A² Category Analytics helps you to understand the campaign impact on different levels: on product category, sub-category, product segment and product level. This information makes a big difference, when you discuss about the role of your products with the retailer. Shopper data allows you to understand, how a campaign has succeeded in increasing customer flow, who are the customers you attracted with the offer and how the campaign has changed their shopping behavior after the focus period.

Want to know how you can become more insight-led partner to your key retailer? Get a copy of our latest product sheet below or get in touch!

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