Marketing mix Models use statistical analysis to decompose sales into the baseline and each of the factors driving sales. For instance, Exhibit 17.16, which pertains to a promotions evaluation analysis, illustrates the incremental gains arising from price discounts, banded packs, displays, cooperative advertising and competitive effects.
Once the sales are decomposed, a ‘Due-to’ analysis, such as the one shown in Exhibit 17.17, can be performed to reveals the impact of each element of the marketing mix on year-on-year sales. The chart reveals the incremental shifts in volume due to causal factors, as well as the shifts in base volume due to regular price, advertising and distribution.
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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.
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.
Automated online solution for analysis of 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.