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| Key Features: |
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Detailed, easy-to-navigate dashboard interface
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Price, promotion, and other marketing response
elasticities from models using IRI store-level data
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Updated monthly to reflect latest sales results
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95% coverage of client sales by category
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| Drivers on Demand™ is a model-based business analysis tool for the CPG industry that lets managers quickly determine what caused changes in sales. Combining analytic rigor, business actionability, and ease of use, it is a powerful and cost-effective marketing effectiveness tracking system. New and improved capabilities in the 3.0 release include the ability to customize your dashboard easily.
Partnership with IRI |
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| Aligned with Syndicated Sales Tracking Data |
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Volume attributable to each marketing driver (aka
“due-tos”) calculated by combining store-level models with census-based sales
& causal data from either IRI or AC Nielsen
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Due-tos add to actual volumes for consistency with
existing IRI or Nielsen sales reports
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| Broad-Scoped and Actionable |
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Detailed due-tos for own and competitive products
representing up to 95% of category volume sales |
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Standard syndicated or custom client geographies
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User-defined custom aggregates support flexible grouping of relevant products, geographies, and weeks for informed decision-making
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Due-tos in Equivalent Unit, Unit, Share, and Dollar
terms
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Customizable, Easy-to-Use Dashboard |
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User selects results to be displayed on dashboard from range of options,
including side-by-side comparisons of multiple product, geography, and time period waterfalls |
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More streamlined navigation menus
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Specific pages can be designated as favorites
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Browsing history retains 5 most recently visited pages for easier navigation
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| Drivers on Demand™ keeps pace with a rapidly changing
marketplace. Volume due-tos are refreshed with each IRI or Nielsen reporting
period so they reflect the latest available sales data. In addition, the
underlying price, promotion, and other elasticity coefficients are updated 2-4
times per year depending on client needs. |
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| Trade Promotion Events Analysis Module |
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Users can define events by point-and-click selection
of weeks
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Calculates total and average weekly volume by driver
for each defined event
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Event efficiency calculated from user-supplied cost
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Define, store and share events in library for
comparing incremental volumes and efficiencies
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| Little or No Demand on IT/IS Organization |
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Simple system architecture
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Can be hosted by either IRI or Marketing Analytics
on secure servers at our respective sites
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All end users need is a Web browser
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