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Promax PX Predictive Analytics and Multi-Causal Modeling

Preditive Analytics with Promax PX

Trade promotions Management is most commonly considered is the ability to plan and track promotional events to ensure that the payments that are made to the trade are within the contractual, budgetary and policy constraints of the business.  Trade funds (spend) is the bucket of money allocated by a business to fund discounts and cooperative activity with the trading partners (wholesalers and retailers) in the supply chain from the manufacturer to the consumer.

In assessing the effectiveness of the trade funds it is fundamental to understand two components of the demand signal;

1.       Baseline Sales Rate – this is the forecast sales rate when there is no promotional activity.

2.       Uplift – this is the sales rate over the baseline that occurs when a promotional event is implemented.

Trade Promotion efficiency and Trade Promotion effectiveness can only be assessed if data streams of these two measures are available.

To optimize the utilization of trade funds it is important to have reliable demand signal data available that is sourced from a point that is as close as possible to the consumer.  In most markets around the world this data is derived from Point Of Sale (POS) devices and is commonly referred to as “scan data”.  Unfortunately, this POS data is not available for every customer and product that is sold by a typical consumer products company.  This being the case, how does a CPG business tackle the optimization challenge if a large proportion of the data set is missing?

This paper will shed some light on how Promax PX can conquer this challenge and provide a stream of quality multi-causal demand signal data on which predictive analytics can be used to optimize trade promotions.

Read more about “Incorporating Predictive Analytics with the Demand Signals to and from Trade Promotions” by downloading the complete whitepaper

Is it just a gamble or do you know the real results?

Are your trade promotions effective? A recent Neilsen report shows 40% of all sales came from items on promotion, an all time record for supermarket sales.  With such a consumer focus on promotions it’s no surprise that many CPG manufacturers are now using more innovative promotional tactics (37%), deeper promotions (35%) and a greater number of promotions (33%) to capture consumer interest and sales*.

The key question however is, are these funds being spent wisely and do today’s busy marketers have time to truly analyze the efficiency and effectiveness of their promotional strategies?  Or are they just gambling on repeating old promotions because that’s what they’ve always done, not knowing or having the tools to analyze what worked and what didn’t?

An integrated Trade Promotion Management (TPM) and Trade Promotion Optimization (TPO) software solution resolves all these challenges.  Understanding the consumer response to a promotion can be greatly assisted through sophisticated demand modelling.

The Promax PX solution is unique in that we view TPM and TPO as a single funcitonal entity.  Promax delivers an intuitive, integrated platform that meets TPM and TPO needs in one solution.  Adopting the best tool to plan promotional activity and monitor Trade Promotion Effectiveness that encompasses predictive activity based forecasting is the fastest way to achieve an edge over your competitors and provide your retailing partner with a reliable supply chain and profitable relationship.

For more information, Contact Us for a demonstration

or download one of the Promax White Papers

* Souce IGD Research

The 8th Annual CGT Sales & Marketing Summit was an enormous success and Promax was very proud to be a Gold Sponsor.

We would like to take this opportunity congratulate the winner of our Promax iPad Competition, Mr. Zeshan Syed, IS Manager, Sales & Trade Marketing of General Mills Inc. Canada.

Zeshan Syed of General Mills Canada with Don Nicol, Promax CEO