Video  Due-to Analysis.

Due-To Analysis

The Due-To analysis dashboard depicts the decomposition of sales of each brand, into the baseline and each of the causal factors driving sales.

As can be seen in the video example, Koko Krunch’s projected sales are much greater than its baseline sales primarily due to gains from the price discount. The brand has also gained significantly from the display as well as co-op advertisement.

Should you change the measure from volume to value, you get to see the decomposition reflected in value terms.

At the bottom, the dashboard reveals the decomposed impact of the promotion and merchandising plan on the category as a whole.