Data Processing — Retail Tracking
Exhibit 28.9 Derivation of sales: Consumer offtake is retailer purchases plus the difference between opening and closing stock.
Manual Audit — Sales Derivation
In the case of manual audits, sales is derived from stocks and purchases. As portrayed in Exhibit 28.9 , retailer purchases move stock into the store, increasing the in-store stock; and consumer purchases move stock out, depleting the in-store stock. Consumer purchases are therefore equal to retailer purchases plus the difference between opening and closing stock (see example in Exhibit 28.10).
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Business Intelligence - Market and Trade
Suite of interactive, online dashboards that seamlessly integrate retail and consumer data sources in a manner that makes it easier to glean insights.
Scan Track
Suite of dashboards to visualize/analyse retail scan data.
What they SHOULD TEACH at Business Schools
Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Dare to Play
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.
