SKUtrak Launches Analytics Tool SKUtrak Promote
SKUtrak Promote provides CPGs with the rich and nuanced insights they need to plan, evaluate and decide their promotional strategy.
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Atheon Analytics owned SKUtrak is launching a new analytics tool which applies machine learning to give brands 360° visibility on their promotions, combining data from the past, with future projections.
The company says that SKUtrak Promote, which is built on TruDemand, SKUtrak’s intelligence layer, eliminates mitigating factors like cannibalisation and availability, giving brands the chance to build up a realistic picture of promotional performance.
“The magic of SKUtrak Promote is the deep and detailed picture it builds from many variables rather than the normal surface level view,” said Guy Cuthbert, Atheon CEO.
“Working from a shallow summary reduces the chances of optimising future campaigns and increases the risk of wasted investment. By simulating the likely effects of all promotional tactics, SKUtrak Promote provides CPGs with the rich and nuanced insights they need to plan, evaluate and decide their promotional strategy.”
“SKUtrak’s TruDemand Engine transforms our approach to assessing promotional effectiveness by focusing on performance through a sell-out lens,” said John Fernando, Senior RGM Manager, Advanced Analytics, at Danone UK and Ireland.
“We are experiencing a substantial improvement in the accuracy of our promotional KPIs, which enables us to deliver invaluable insights to the business. This model not only provides historical baselines but also forecasted baselines, empowering us to review future promotions and enhance our forecasting capabilities effectively.”
