Effective trade promotion isn’t easy. If it were, a lot more than 33% of them would make money. So what’s the secret to beating the odds? A good first step is having sound store-level data. But without custom models to derive precise insights, much of the decision-making is still a guessing game. Rick Hall, SVP of Trade Promotion Analytics, explains that at the end of the day, no one really cares about the models. What they really care about is the ability to make better decisions so they can increase the return on their trade spend.
- Where U.S. Retailers and Consumers are Cashing in on Deep Discounts this Holiday Season, Nov. 24, 2014
- Cracking the Trade Promotion Code, Oct. 2, 2014.