Analyze Promotion Performance
Learning Objectives
After completing this unit, you’ll be able to:
- Explain the spending and tactics-related insights that you get from the Spend and Tactic Analysis dashboard.
- Describe how to use the Account Participation & Competitor Insights dashboard to review account and competitor performance data.
- Explain how to analyze sales volume and revenue information with the Volume Analysis dashboard.
Track Your Tactics Spending
KAMs use funds—approved by finance managers—to sponsor each tactic. After a successful promotion, KAMs analyze the spending on tactics and the return on investment. It helps them optimize the budget for the next promotion, cut down spending on tactics that didn’t work, and increase spending on tactics that can bring them greater dividends.
The Spend and Tactic Analysis dashboard in CG Cloud shows the data for tactic spending for past promotions. Rank and compare tactic types, understand the spend trend, analyze product performance, and configure KPIs. The dashboard helps KAMs identify top-performing promotion tactics to accelerate promotion planning.
Use the charts in the Spend and Tactic Analysis dashboard to get insights on the amount spent on promotions, promotion tactic type performance, KPI trends, top-performing products, and promotion summary. Here are the key elements you'll find on the dashboard.
Element |
Description |
|---|---|
Actual amount |
The actual amount spent on selected promotions and the difference from the planned amount. |
Actual fixed amount |
The actual fixed amount spent on selected promotions and the difference from the planned fixed amount. |
Actual variable amount |
The actual variable amount spent on promotions and the difference from the planned variable amount. |
Promotion tactic type performance |
The performance of each promotion tactic type according to the impact made on various KPIs. |
KPI trends |
The trend of various KPIs across different periods. |
Top performers |
The top-performing product, product category, and brand according to the KPIs. |
Promotion summary |
The tabular summary of selected promotions with the corresponding tactic details. |
You can filter the charts on the Spend and Tactic Analysis dashboard according to various criteria, including sales org, account, location, and promotion phase.
Next, let’s check out how KAMs track account participation and competitor activity.
Analyze Account and Competitor Performance
During post-event analysis, KAMs use the Account Participation & Competitor Insights dashboard in CG Cloud to analyze account and competitor performance. The dashboard includes three tabs: Account Promotion Participation, Account Compliance, and Competitor Performance. Use filters to identify accounts based on criteria such as location, priority, company type, promotion, and the selected period. Let’s go through each tab of the dashboard.
Account Promotion Participation
On the Account Promotion Participation tab, review the number of accounts that have participated in the promotion. Find out the details of each account, insights about product placement quality, whether the product is displayed, and the overall quality of the display.
Account Compliance
On the Account Compliance tab, track which accounts are compliant with the promotions they’re participating in. Use filters to identify such accounts and view their details.
Competitor Performance
On the Competitor Performance tab, compare your brands and products with those of competitors based on price, promoted price, and product placement. Use filters to identify accounts based on location, associated account, priority, company type, class of trade, and the selected period.
For information on the Account Participation & Competitor Insights KPIs, see Account Participation & Competitor Insights Dashboard.
Participation and competitor activity are just part of the insights KAMs need to plan successful promotions. Next, you explore how sales volume and revenue analytics paint the full picture for promotion planning.
Assess Sales Volume and Revenue Analytics
When KAMs plan the promotion for a product, they have a planned sales volume and a planned revenue in mind. But the actual results can be different from what they had planned. During post-event analysis, KAMs use the Volume Analysis dashboard to analyze the performance of products by comparing the actual and planned sales volume and revenue. This comparison helps them identify the areas that need attention.
Use the charts in the Volume Analysis dashboard to get insights on sales volume, spending, revenue, and profit. Filter the data based on sales org, account, product categories, product brands, and duration.
Let’s find out the details you’ll see on the dashboard for sales volume, spending, revenue, and products.
With insights into planned and actual volume, you can track product performance and adjust your promotion methods better.
Analytics Made Easy
With TPE, Gustavo quickly gathers credible, actionable insights into Alpine Group’s promotions. Going forward, he can easily identify the most effective promotions and the top-performing brands, categories, and products. And he’s confident that his upcoming meeting with the executive leadership will be a success.
TPE dashboards powered by CRM Analytics give you the business smarts you need to stay ahead of your competition.