All of us get dozens of weekly flyers containing grocery coupons like buy one get one free, a free toothbrush with toothpaste, etc. Did you know that American CPG companies spend about 15% of their revenues on those promotions (or events, as CPG people call them), and managing those promotions and calculating their ROI is a fascinating space (Trade Promotion Management) in its own right?
Timing limitations typically cause the greatest challenge when the details of a promotion are being examined and aggregated to understand event return-on-investment (ROI) or other key financial metrics. Depending on the duration of a retailer event, the feature, display and promotion price might execute concurrently, overlap, or be spaced at intermittent periods. Additionally, the spending associated with the event is generally not limited to a single method type (lump sum, bill back, off Invoice and scan), and is likely to occur across different time periods, requiring it to be appropriately aggregated.Â
Post Event Analysis: A Needed Step in Trade Promotion Management Print
Modified on: Tue, 9 Feb, 2021 at 6:10 PM
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