Big Data Meets Trade Promotions
Next-generation Analytics Marry Supply Chain Data with Social Insights for Improved Profitability
Trade promotion expenses historically represent the second largest expense line on the typical consumer goods (CG) manufacturer’s profit and loss statement (behind cost of goods sold) at between 15 percent and 20 percent of revenue. It’s little wonder, then, that driving a better return on investment (ROI) for this activity is an increasingly critical business priority for consumer goods companies. Slowly but surely, the CG industry is getting smarter about using technology to better manage trade promotions.
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