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.
Marketing Analytics Workshop
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.
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
Is marketing education fluffy too?
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 to train Category Managers
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.
