An 80% reduction in Marketing reporting cycles inspires CPG to react faster in a declining market.

Cross-Marketing Situation

• A prominent National brand had always maintained steady market share.

• While the category was stable, this Brand’s market share had started to decline.

• Employing its most aggressive tactics did not seem to change the trend.

• Zero possibility for analysis; no data environment to use, or visibility into the market and competitive conditions

Marketing Performance Management Opportunity

• Kneebone Platform for Marketing Performance encourages taking a different approach to analysis.

• A single brand, or number of brands, in the same or different categories could be involved.

• A Brand or Product Manager doesn’t have accessible, aligned data; in this instance data from their sales tracking data (AC Nielsen), the media agency investments, and flyer tracking.

• On a case-by-case basis, the analytic approach is a challenge but in an ongoing platform extremely attractive

Fisical Pro Insight:

1. The context for declining market share was identified by visually rendering it from the data sources.

2. The graph clearly showed that during the period of market share decline there was changes to supporting Brand advertising.

3. Further, that there were no variances in coincidental market and competitive conditions. 

4. A budget cut initiated at the corporate level had eliminated an element of brand marketing thought have little or no impact on short term sales.

Customer Experience:

• This Brand Manager has created the defensible argument and business case for recuperating budget.

• The VP of Marketing has a brand dashboard that will indicate similar market impact across other brands as well.

• The Brand Managers each get the same dashboard which enables analysis quickly, answers to any questions,  and a way to convert insight to action

Kneebone ROI

There is an 80% reduction in the time to conduct the analysis and improved visibility into when and how brand marketers can respond. The dialogue on budgeting brand marketing has changed.