One Blog |November 19, 2010 | POS Tracking Software

The Power of Marketing at-Retail - Part 2

Mark Fullerton

Part 2

Measuring the Impact of Your Marketing at-Retail Campaigns

In Part 1 of this blog entry on the power of marketing at-retail, we emphasized that unless you are able to measure the impact of a specific at-retail marketing campaign, it is difficult, if not impossible to manage that campaign or any follow-on activities.

Without measurements:

  • How do you decide to invest more money in comparable campaigns, or make a decision to redirect your investment into other initiatives? 

  • How do you know to continue a very successful campaign, or make a decision to stop an ineffective one?

Let’s take a look at an example of measuring the relationship between of your marketing at-retail spending and the resulting revenue and case sales.  

Today, there is software technology available in the market that gives distributors the ability to produce a snapshot by customer or supplier, of the amount of dollars invested in at-retail marketing, correlated to revenue and case equivalence.

What would be the value to a distributorship if such a Cost Analysis Report was available at the click of a mouse?

The following report is a sample of what is possible with today's lead-edge software solutions for managing, controlling and measuring marketing at-retail campaigns and materials. 

Cost Analysis Report: by Customer

From: 09/01/2010 to 09/30/2010


Total POS

Total Revenue Case Equiv.
 American Legion 25 1,425 124
 A Taste of Dayton 54  9,417  818
 Beer N' Stuff  2,103  367,336  31,915
 Caproni's  183  32,090  2,788
 Total  2,365 410,268 35,645







Using the same information, a distributor can now produce a new report based on a different set of criteria such as: sales representatives, the type and placement of marketing materials, ethnicity, and other criteria. The possiblities are endless. The following sample report sorts the data by Brand.

Cost Analysis Report: by Brand

From: 09/01/2010 to 09/30/2010


Total POS

Total Revenue Case Equiv.
 Budweiser 862 150,588 13,083
 Coors Light 515 89,966 7,816
 Wine: Berringer Cab         55  9,606 835
 Wine: Wolf Blass  Cab 20  3,405 296
 Total 1,452  253,565 22,030







Today, OnTrak software applications capture vital data every time a promotional sign, menu or product sample is deployed by your representatives at the point-of-sale. Though our reporting and analysis tools this data is then turned into actionable information.

By the way, we're not the only ones who understand the need for such powerful analysis tools. A 2010 Gartner Group Study concluded:

“Companies need to develop ‘operational analytics’ to make predictions and use data mashups*. There’s value in very current information, and these snapshots will really matter to companies to support the right type of prediction"

* A mashup is a web application that uses and combines data, presentation or functionality from multiple sources to create new services.

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