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Reviewing Promo Performance in Confido

How to leverage Confido to review promotional activity performance

M
Written by Max McLaughlin
Updated over a week ago

Note: Promo Performance will only be applicable to customers that upload Syndicated POS actuals including the follow metrics - Units, Dollars, TPD, ARP, TDP Any Promo, Base Dollars, Base Units, Incremental Dollars, Incremental Units, # of Stores Selling, Dollars % Lift, Units % Lift

Navigating Promo Performance Sub-module

  1. Navigate to Promo Performance section under the Trade module

  2. Confido provides two ways to visualize Promo Performance, Table View or Chart View (which can be toggled via the box in the top left corner of the Promo Performance page)

  3. Table View

    1. Provides line item descriptions of each Promotion that is planned within Confido (note that promotions will not show up as actualized until the full duration of the promo has actualized data uploaded in Confido)

    2. This page can be filtered by many dimensions to make Promo identification more streamlined, including Planning Group, Product, Time Period, Type of Promotion, and more

    3. Within this view you can look at key promo metrics (Promo Price, Promo Spend, Gross Profit, ROI, etc.)

      1. Confido will show the expected performance that was forecasted when the promotion was created, as well as the actualized performance metrics after the promotion has happened

      2. ROI can be viewed in Dollar or Percentage terms by toggling the button in the top right corner

  4. Chart View

    1. Filters

      1. At the top of the Chart View, you can filter by Planning Group, Product, Sales Owner, Time Period, or specific promotion

      2. You can drag your mouse over a specific time window to isolate the performance metrics shown in the Summary Details

    2. Compliance Chart

      1. Visualizes the amount of stores that ran promotions relative to the total number of possible stores

      2. The compliance metric leverages the TDPs & Promo TDPs defined by your POS data provider

    3. Bump Chart

      1. Visualizes Base Units, Incremental Units, and Average Retail Price for the weeks selected in the top settings

Promo Performance Key Terms and Formulas

  • Base Units - Amount that you would have expected to sold if no promotion had been running (as reported by specific syndicated POS data provider)

  • Lift Units - Amount sold above base unit volume (often referred to as incremental units in POS data)

  • Total Units = (Base Units + Lift Units)

  • Lift % = (Lift Units / Base Units)

  • Base Price - Expected or realized average non-promoted price on shelf (as reported by POS data provider for realized pricing)

  • Promo Price - Expected or realized promoted price (as reported by POS data provider for realized pricing)

  • Discount % = Percentage discount from Base Price to Promo Price

  • Promo Spend

    • Actualized Value: Quantity of deductions that has been tagged to the promotion

    • Forecasted Value: Expected trade spend for future promotion based on input details

  • Gross Profit = Lift Units Sold x (Gross Sales Price - COGs per Unit)

    • If COGs rates are not loaded into Confido, this measure will solely account for Gross Sales Price per Unit

  • ROI % = (Incremental Gross Profit / Trade Costs)

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