The suite of metrics and analysis of promotions response models includes:
Discount Elasticity: Price elasticity (discount elasticity) is a measure of the
responsiveness of sales quantity demanded to a (temporary) change in price.
Cannibalization: When a product drops price, increases advertising, improves
product quality or expands distribution, it cannibalizes competing products. Cross elasticity of
demand is the measure for these competitive effects.
Displays and Cooperative Advertisement: The impact of
displays, co-op advertising and seasonal effects is usually presented as sales lift, the percentage increase in sales volume
due to the incidence of the marketing effort.
What-if Analysis: The output of a market model is a set of equations that spell
out the relationship between sales and the variables of the marketing mix. These equations can predict
what will happen if changes are made to the mix variables.
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Marketing Analytics Workshop
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Digital Marketing Workshop
Unlock the Power of Digital Marketing: Join us for an immersive online experience designed to empower you with the skills and knowledge needed to excel in the dynamic world of digital marketing. In just three days, you will transform into a proficient digital marketer, equipped to craft and implement successful online strategies.
Promotions Evaluation
Automated online solution for analysis of promotions.
Online Apps for training on Promotions
The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.
It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.
