Sales Decomposition and Due-To Analysis — Market Response Modelling


Exhibit 27.16   Decomposition provides understanding of the contribution of each element in the promo mix.

Exhibit 27.17   Due-to analysis for a brand.

Market Mix Models decompose sales into the baseline and each of the factors driving sales. For instance, Exhibit 27.16, which pertains to a promotions evaluation analysis, depicts the incremental gains arising from price discounts, banded packs, displays, cooperative advertising and competitive effects.

'Due-to' analysis, such as the one shown in Exhibit 27.17, reveals the impact of each element of the marketing mix on the 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 factors such as regular price, advertising and distribution.

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Promotions Evaluation

Promotions Evaluation

Automated online solution for analysis of promotions.


What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools


Is marketing education fluffy too?


Experiential Learning via Simulators | Best Way to Train Marketers

Experiential Learning via Simulators | Best Way to Train Marketers


Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.


Online Apps for training on 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.