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Accuris analytics for promotion
management
The
industry standard for promotion pre- and post-evaluation
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The analytics
developed by Accuris are widely regarded as the industry
standard for promotion evaluation. They accurately
distinguish promotional impact from other variables. They
separate switching effects from the net impact of
promotions. Accuris analytics are used to post-evaluate and
to forecast true impact on profit and sales.
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:: Our approach
Accuris
analytics are based on advanced mathematical modelling. They
recognise patterns and dependencies in historical sales
data, and accurately separate promotion (and marketing)
effects from baseline sales.
They quantify the “sources”, or "origin", of incremental
sales generated by promotions. For instance, a campaign for
one brand might increase sales for this brand, but
cannibalize another. Or a promotion might generate a short
term sales increase, but cause a negative dip afterwards.
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●
The Accuris Source of
Business® sales decomposition for promotional sales:
(click to
enlarge)
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The Accuris
Source of Business® decomposes sales into baseline sales,
long term and short term incremental sales. Incremental
sales are further decomposed as cannibalization, category
growth, stock piling, retail switching, competitive
switching.
:: Benefits of using Accuris analytics
The analytics developed and used by Accuris
enhance the promotion planning process with a quantification
of sources for growth as well as fact-based insights into
the drivers of market demand. These insights are
subsequently leveraged to:
 Define
objectives and KPIs
Optimize
marketing mix strategy and tactics
Improve
returns on marketing investment
Enhance
budget allocation processes
Improve
category and brand management
Develop
more productive trade customer relationships
Realize
promotional supply chain efficiencies
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»Accuris
Source of Business® |
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Accuris Source
of Business®
reveals how effective your brands are in stealing volume from competitors
and adding net sales to the category; it identifies the source of
incremental business generated by promotions, advertising and other
marketing and sales activity. The sources are:
- category expansion
- competitive brand switching
-
cannibalisation
- retail switching
- stock piling
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»Consultancy
or software?
The analytics
of Accuris are both used as part of consultancy assignments and embedded
in Accuris software
Software
Consulting
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