Group items tagged

The firm had aggregate numbers on its trade promotions, but it couldn't break them down by individual customer, product, or shipment.

Kimberly-Clark found itself spending huge quantities of marketing dollars, uncertain which promotions were producing retailer loyalty, shelf space, and sales, and which were going to waste.

integrating that with shipment data

what the real-time impact on our sales and profit is when running promotions

we can integrate this information into our sales and planning process with our customer

salespeople used the tool in the field to design promotional packages for specific retailers, while the company's marketing staff used it to plot broader promotion plans

Profit Calculator >, which its sales department had developed to track investments in individual promotion efforts.

Rather than think purely of managing sales, they think in terms of managing the business

Brand Builder, helps the company plan and evaluate the success of individual activities--a freestanding coupon inserted into the Sunday papers, for instance--and measure the combined effect of a number of integrated activities.

The Brand Builder suite comprises three related components

It includes a state-of-the-art collaborative tool that lets sales agents, designers, vendors, and retailers plan promotions online

It puts marketing research and information learned about consumers online in real time

science of marketing

by integrating promotional-spending data with scanner and financial information, it provides a powerful analytical tool

The Customer Relationship Cycle