SAP BusinessObjects Trade Promotion Effectiveness Analysis Product Demo

Find out how SAP BusinessObjects Trade Promotion Effectiveness Analysis allows sales and marketing executives to monitor product sales, gain insight into promotion performance, track fund balances by customer, and analyze promotions against plans.

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    • SAP BusinessObjects Trade Promotion Effectiveness Analysis: turning insight into action for trade promotion effectiveness.
    • Consumer product companies are continually challenged to improve promotion effectiveness, gain better visibility into trade spend, predict the impact of promotions, and reduce ineffective spending.
    • That's where the SAP BusinessObjects Trade Promotion Effectiveness Analysis analytic application comes in.
    • See how it can help your sales and marketing executives monitor product sales, gain insight into promotion performance,
    • track fund balances by customer, and analyze promotions against a plan for effectiveness.
    • Jane is the sales account manager for a food and beverage company. Using the promotion dashboard, Jane can review promotions and manage their key performance indicators—KPIs.
    • She can analyze KPIs for a particular customer and category. At-a-glance, she can see core financial measures that are associated with her promotion's success such as ROI, margin, and cost per case.
    • Looking at the KPIs, Jane notices that sales volume and revenue are falling behind, and wonders if her promotions are effective. So she checks the funds checkbook to understand what's wrong.
    • Jane can see that she has sufficient funds for creating new promotions. To better understand which promotions have worked and which have not, she focuses on the Top and Bottom 10 Promotions.
    • Next she checks chart of promotion effectiveness. Ideally, all promotions should appear in the top right corner of the chart,
    • reflecting the highest increase in sales efficiency and the highest return on investment.
    • But some of these promotions appear in the middle of the chart or even at the bottom left, indicating a shortfall.
    • By comparing the plan and actual views, she finds out which promotions were overestimated.
    • She also wants to see the consumption volume decomposition for her customer and category: this will help her understand the reasons for product sales.
    • Here, Jane can determine why some past promotions were successful, and she can decide when to plan new promotions
    • by considering the price lift, seasonality, holiday, and cannibalization effect on product sales.
    • By comparing the sales volume with the promoted price she can understand the price elasticity of her promotions as well as the best price strategy for promoting her products to this customer.
    • Jane remembers that on the Promotion Dashboard's Top 10 list, even her best promotions had a gap between plan and actual. She opens the "What-if" dashboard to help fix the sales gap.
    • Jane checks the promotion plans for her customer. She can choose to see the executed promotions; to view future planned promotions; and to model additional promotions.
    • Jane reviews her latest estimates against her sales objectives for her promotion revenue, volume, and trade spends.
    • Then, she looks at the future promotions, or what is planned for the remainder of the current promotion calendar.
    • Jane sees that there is a gap between targets and latest estimates, which means that she is not hitting her goals. To impact the promotion plan, she selects "Additional Promotions."
    • Jane can model a new plan by selecting her best promotions from a promotion library. Jane selects some of the Top 10 promotions based on percentage of ROI for inclusion in her new plan.
    • Immediately, she can see the impact of including these promotions in her new promotions plan. She can continue modeling like this until she reaches her sales target.
    • Jane is prepared to visit her customer and present the updated promotion plan that will help them have joint sales success.
    • She can share the retailer promotion plan with her customer, Joe, on her tablet computer. Jane presents the promotion plan by product category.
    • She compares the revenue for Joe's company with and without the promotion plan. Joe can clearly see the positive sales impact that the recent promotions have had.
    • Jane and Joe discuss the trade spends invested with this promotion plan, as well as the approved claimed and payments-to-date for the executed promotions.
    • It looks like Jane's accounting matches Joe's. Having the retailer promotion plan on a tablet helps Jane share insight with Joe.
    • Jane has the ability to share the executed promotion effectiveness figures with Joe.
    • After reviewing the "Promotion Calendar," she can share the newly modeled promotion plan that leverages historical information with the successful promotions in the "What If" dashboard.
    • As you have seen, SAP BusinesObjects Trade Promotion Effectiveness Analysis improves insight for utilizing trade spend, enabling sales and marketing executives to
    • monitor product sales gain insight into promotion performance track fund balances by customer, and analyze promotions against a plan for effectiveness.
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