BlueSky Post Promotion Analytics & Tracking
BlueSky Post Promotion Analytics is key to helping trade groups understand the promotion effectiveness. The better the alignment between trade promotion and shopper marketing, the better the return on investments will be for trade-spend initiatives. Coordination between the two disciplines is essential. BlueSky Post Pomotion Analytics does this.
For most CPG companies, trade spend is the largest corporate expense aside from payroll. Trade spend is typically 10% to 20% of overall company revenue. Most trade spend initiatives involve customized displays and communications that are built around a trade promotion event staged with a particular retail partner. Success requires the full support and involvement of account teams and retail partners. Alignment of promotional events with actual shopper marketing (trade events) is vital to attain the full return on investment. BlueSky Post Promotion Analytics does just that.
Here is what BlueSky Post Promotion Analytics can do for you.
- Understand Trade Spend ROI across all promotions and all mass retailers.
- Align plans with actual consumption for an accurate picture.
- Automated data integration provides streamlined processes for high productivity.
- Understand brand cannibalization and its effect on Trade Event ROI.
- Use Post Promtion Analytics to see results of Promotional Events & improve future event planning.
- Compare Trade Event results to competitors.
BlueSky Post Promotion Analytics can be implemented as part of the demand signal repository (DSR) or as a separate application. Relational Solutions strongly recommends that companies have a demand signal repository in place first, so that clean point of sale data can be leveraged. The success of projects such at trade promotion optimization is greatly increased when CPG companies have a demand signal repository in place. Relational Solutions recommends the DSR be used as a hub. The DSR supports the needs of category management, but since the data is there and clean, it should be leveraged across the company. This is true, not only for marketing departments to leverage data for applications such as promotion analysis, but also for other departments. Supply Chain Managers are also frequent users of the DSR to see sales versus shipments, orders, DC, etc. Relational Solutions recommends the BlueSky Post Promotion Analytics Suite leverage the POSmart Enterprise Demand Signal Repository.