Promotool Profitability Analysis of Promotions
A major consumer goods company required an accurate evaluation of the real profitability of its commercial promotions once they had concluded (a "postmortem" analysis). The technical and business complexity lay in the fact that the costs of these promotions are almost never fully absorbed by the brand itself. There are various intricate cost-sharing modalities and specific contractual conditions established with different supermarkets and distributors that make manual profitability tracking nearly impossible.
We developed an analytical tool called "Promotool" built on Power BI that seamlessly processes all transactional information from the campaigns. The system operates through a solid, deterministic set of business rules specifically designed to evaluate profitability and accurately break down exactly how cost absorption was distributed in each promotion. This was achieved entirely through strict business logic, without the need for complex machine learning models.
The system provides business teams with total, clear, and immediate visibility over the financial performance of each individual promotional action. By understanding in granular detail how different cost absorption modalities directly impact the final margin, the company can thoroughly audit the success of past campaigns. This allows them to optimize their future commercial investments and design much more efficient, profitable promotions based on highly accurate historical data.
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