The Analytic Consulting team specializes in custom-tailored solutions to complex marketing issues. Our advanced Modeling & Analytical services help clients address such key business issues as pricing, promotion, marketing mix, assortment and product rationalization, category placement, category structure and in-store, in-market auditing and testing.

Data sources include detailed retail measurement information (e.g., weekly store-level scanning data), consumer purchasing information, media measurement information, customized research and virtually any other source that can be quantified from a client's own or other external sources.

From straightforward analytical reports to the most sophisticated of analytical technologies, our statistical techniques can help quantify likely outcomes or evaluate the impact of historical effectiveness of marketing choices. This information can help determine and measure opportunities for optimizing your business and provide the basis for the action plan required to achieve success.

The need for up-to-date information

Given the dynamism of most markets and the fact that most pricing and promotion effects are short term, ongoing evaluation is essential. Responsiveness to pricing and promotion varies between brands, categories, and across countries.

Modelling your data is the best way to better understand the specific dynamics of your brands in your marketplace.

Analytic Consulting Services

Are you considering changing your brand’s price?

What is the upshot on your volume and profits? After the price change, how will you track the execution and the impact? What happens if your competition follows with a change in their price? What role will promotions play in your strategy?  For more information on these solutions, go to Price & Promotion Solutions .

Are you considering changes in your brand’s marketing mix?

If you had a dollar more to spend on the marketing of your product, where would you get the most efficient return? Are your TV ads driving sales? What is the true impact of your coupons and trade promotions? How do the marketing programs of one brand impact the sales of other brands in your portfolio? Are there any opportunities to decrease spending but maintain sales levels?  Identify which marketing programs work best; avoid programs that don’t work.  For more information, go to Marketing Mix Solutions.

Do you know how much each of your SKUs really means to the retailer?

Are you wondering how much incremental volume each SKU is adding to the category? What is the optimal mix of SKUs? Are customers leaving the store when they don’t find your product, or are they substituting it for a different one? What SKUs should you delist and where will the volume shift? Are you contributing incremental or transferable volume to the category?  For more information, go to Assortment.

Do you have questions about how your consumers shop the category?

Are you interested in evaluating the in-store buying behaviour of your consumers? What are the key attributes (e.g. packaging, size, flavour, brand, etc) that consumers value most? Are you interested in learning if there are gaps in your portfolio? What products should you launch to fill that gap and minimize cannibalization to your existing portfolio? Do you want to build plan-o-grams that align products according to how consumers shop the category?  For more information, go to Market Structure/Preference Segmentation.