Weekly metrics no longer do the job of generating realistic promotion analytics or effectively support accurate and trustworthy promotion ROI planning
The crux of the issue of trade promotion is money – always has been, always will be. But how does the modern CFO look at trade promotion and what is his/her point of view in today’s environment? Read on to learn.
In consumer packaged goods (CPG), politics and skepticism frequently derail efforts to unify, consolidate, and share data, intelligence, and insights between corporate marketing responsible for ecommerce and direct-to-consumer promotions and sales organizations that drive and execute trade promotion. The risks to the CPG company, the retailers, and ultimately the consumer engagement are too high to ignore any longer.
For far longer than it should have been, the synergistic value of retail execution activities and processes has largely been overlooked by revenue generation managers, sales, and merchandising management executives. Read on to see what are the key value drivers of retail execution that help to increase the ROI of trade spending..
The weekly timeframe has been the standard in the consumer good industry for decades. Is it time to change this paradigm and move into the digital transformation of CPG analytics standards to daily?
Already we’ve seen major software vendors like SAP tout the idea of using blockchain technology to manage, audit and settle promotions. But is blockchain ready for prime time in consumer products industries?