With all the attention on “Optimization” these days, there is no doubt that the use of sophisticated and advanced data science is well on its way to solving a problem promotion planners have had with failing trade spend ROI for decades. But this super technology in and of itself is not the only answer. The DATA is the key, and most CPG companies are just now coming to grips with what sources of data to use, how to clean, harmonize and align the data and most critically, how to define the scenarios that use this data so that proper modeling can be done. Rob breaks down the problem and defines the “Secret Sauce” of success.

For more about Hand Promotion Management: https://handpromotion.com/

Why has trade promotion, a critical business process which has been around for more than 200 years finally gaining the attention of the C-Suite?  Because someone finally figured out the second largest line item the financial statements of the top consumer products companies can and should be the most powerful incentive to consumers in the marketing arsenal.  Yet even though spending of trade channel promotion funds is as high as 30% of gross revenues, almost three-quarters of the promotions continue to fail to produce positive ROI.  That gets the attention of the C-Suite for sure.

For more about Hand Promotion Management: https://handpromotion.com/