Trade Promotion Analytics for CPG: Baseline, Lift, Trade Spend ROI & Deductions
Work as a consumer-goods brand analyst: build clean baselines from scan data, measure lift, cost off-invoice, scan-back and display deals, calculate trade spend ROI net of cannibalisation and pull-forward, check retailer pass-through, reconcile deductions and budget a promo calendar, with every cell checked as you go.
The first lesson is free — no account needed.
About this course
A trade promotion analytics course that measures the promotions of one fictional snack brand, Kettlebrook, at its retailers in a spreadsheet, for CPG brand and category analysts, key account managers, revenue growth management teams and marketing students. You build a baseline from non-promo weeks of retailer scan data, turn six events into incremental units and lift %, cost a deal with off-invoice, scan-back and fixed fees as a trade rate and a cost per incremental unit, calculate incremental profit, ROI and break-even volume, net out cannibalisation and pull-forward, measure how much of the allowance each retailer passed on to shoppers, split retailer deductions into valid and disputable dollars, and cost next year's promo calendar against an 18% trade budget cap in a chart. Fictional brand and retailers, illustrative numbers. The first lab is free.
Lessons
- Baseline Volume from Non-Promo WeeksFree
- Incremental Volume and Lift % Pro
- Promo Mechanics Cost: Off-Invoice, Scan-Back and Fixed Fees Pro
- Trade Spend ROI and Incremental Profit Pro
- Cannibalisation and Pull-Forward: Net Incremental Volume Pro
- Retailer Pass-Through of Trade Allowances Pro
- Deductions Reconciliation: Valid vs Invalid Claims Pro
- Promo Calendar Planning and the Annual Trade Budget Pro