Marketing and Sales Applications

Product & Customer Profitability

Provides the means to determine which products, product groups, customers and customer segments are the most profitable and which are not contributing. This can be looked at for any time period, geographical area, etc. It is also possible to determine whether particular products are profit contributors in some customer groups but not in others. This is based on a profitability model that assigns appropriate revenues and costs to each product and customer. The assignment of costs is the most critical component of the model and must be designed well to ensure that the model does not lead to wrong conclusions or decisions. Revenue, costs and profit reconcile with the GL. The model can be extended to calculate brand value and test scenarios for brand development.

Sales Analysis

Sales and gross profit analysis by product, customer and time. May also provide analysis by geographical area, customer type or segment, customer ownership group, product characteristic. May also include scenario testing, other "what if" modelling, forecasting and risk analysis. Typically, product detail down to SKU level.

Customer Gains & Losses

The number and value of customers gained, lost or at risk can be analysed within customer segments or groups, geographical or sales territories, and any time period. The customer value can be measured by revenue or profit contribution. For customers gained, target estimates of value can be entered and compared with later actuals. Gains and losses can also be tracked over the course of promotional campaigns.

Merchandising Analysis

This application is based on data from retail store visits to assess displays, promotions, stocks, etc and determine the extent to which the retailer is complying with agreements / planograms.

Scandata Analysis

Flexible and powerful analysis of retail data from point of sale terminals. This can be analysed in conjunction with data on promotion, advertising and other marketing / merchandising campaigns. For example, the analyst can assess the longer term impact of price promotions on market share and profitability, track performance over a promotional campaign, and analyse competitor behaviour.

Sales Representative Performance

Provides a comprehensive analysis of sales representative performance - over time and against targets. The application can also be used to assess the value of each representative, calculate remuneration, and test alternative reward models. This brings together information from other marketing and sales analysis applications, and CRM systems or call records. Targets for each representative (by customer or customer group if required) can be entered and compared with actual performance.

Competitor Analysis

Provides an analytical framework for assessing competitor performance across product categories, customer segments, and geographic areas (or any other key dimension). The application can also provide competitive scenario testing (eg. future new competitors, changes in competitive product lineup, changes in pricing). The application can draw data from Government and industry statistical sources, your own marketing and sales data, and market research surveys.