Mais conteúdo relacionado Semelhante a Improving Promotion Effectiveness - Mindtree webinar (20) Improving Promotion Effectiveness - Mindtree webinar2. Supply Chain Insights LLC Copyright © 2015, p. 2
• Sales Productivity. Average sales person can only sell 27% of their
workday…. Why? Internal Processes and Difficulty to get to data….
• Shift in Power from Marketing to Sales. Evolution of sales account
teams. Most companies do not have the right collaborative workflows.
• Analysis more Granular. Movement to store and retail-specific
analysis.
Current State
4. Supply Chain Insights LLC Copyright © 2015, p. 4
Over Half Measure Promotions At Least Quarterly;
Half of Promotions Are Measured on Average
7. Supply Chain Insights LLC Copyright © 2015, p. 7
On Average, Takes 36 Days to
Measure a Promotions’ Effectiveness
8. Supply Chain Insights LLC Copyright © 2015, p. 8
Analytics, Store Execution and Access to Insights
Are Top 3 Barriers to Promotion Excellence
9. Supply Chain Insights LLC Copyright © 2015, p. 9
Cross-Functional and Optimization
Are Among Trade Promotion Management Issues
10. Supply Chain Insights LLC Copyright © 2015, p. 10
Nearly Two-thirds Are Working on Digital Path
to Purchase – for an Average of 1.6 Years
11. Supply Chain Insights LLC Copyright © 2015, p. 11
Automation of the four moments of truth
in the purchase cycle through the use of
social, mobile, digital, and analytics
technologies.
Digital Path to Purchase
12. Supply Chain Insights LLC Copyright © 2015, p. 12
Four Moments of Truth
The List:
• Digital
Recipe
• Digital
Coupons
• Online
Rating and
Reviews
The Basket:
• Shelf-sensing
• QR Codes
• In-store
coupons
• IP Address
Sensing
• Localized
assortment
The Check-out
• Downstream
Data
• Loyalty Data
Usage
• Sentiment Data
• Ratings and
Reviews
15. Supply Chain Insights LLC Copyright © 2015, p. 15
Promotion management has grown in importance,
but is more difficult to manage in today’s
organization.
Need for more granular and real-time data.
Sales teams need easy-to-use technologies to
improve sales productivity.
Wrap-up
18. Supply Chain Insights LLC Copyright © 2015, p. 18
Founder: Lora Cecere
• Founder of Supply Chain Insights
• “LinkedIn Influencer”
• Guest blogger for Forbes
• Author of 4 books: Bricks Matter (2012), Shaman’s Journal (2014)
and Supply Chain Metrics That Matter (December 2014), Shaman’s Journal (2014)
• Partner at Altimeter Group (leader in open research)
• 7 years of Management Experience leading Analyst Teams at Gartner
and AMR Research
• 8 years Experience in Marketing and Selling Supply Chain Software at
Descartes Systems Group and Manugistics (now JDA)
• 15 Years Leading teams in Manufacturing and Distribution operations for
Clorox, Kraft/General Foods, Nestle/Dreyers Grand Ice Cream and
Procter & Gamble.
Contact Information:
• Email: lora.cecere@supplychaininsights.com
• Blog: www.supplychainshaman.com (8,000 pageviews/month)
• Forbes: http://www.forbes.com/search/?q=lora+cecere
• Twitter: lcecere (6200 followers)
• LinkedIn: linkedin.com/pub/lora-cecere/0/196/573 (46,000 followers)