Consumer goods companies are expanding their trade promotion management initiatives to include advanced analytics and optimization capabilities. However, each company seems to have its own definition of trade promotion optimization as well as its own way of getting there. In a Consumer Goods Technology webinar, Kellogg Company revealed its journey toward using advanced analytics and demand data to model promotion variables.
As the world's leading producer of cereal and a leading producer of convenience foods, Kellogg's trade investments are strategic drivers of its market and competitive presence. With so many brands to manage, across multiple global regions and through a wide variety of sales channels, Kellogg Company is constantly looking for opportunities to maximize spend effectiveness by anticipating demand and predicting revenue, volume and profitability.
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