Market Mix Models decompose sales into the baseline and each of the factors driving sales. For instance, Exhibit 17.16, 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 17.17, 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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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.
Automated online solution for analysis of promotions.
Is marketing education fluffy too?
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.
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.