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Syndicated Data … Analysis for… Brand… Scientists.

This workshop provides hands-on experience using syndicated data for market insights, driving actionable brand plans. Topics include scorekeeping, causality, influencing factors on sales, and prescription. Scheduled from March 2011 with sessions on scanner data, market response analysis, CPG perspective, social media, Brita case study, loyalty card data, and more.

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Syndicated Data … Analysis for… Brand… Scientists.

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  1. Syndicated Data … Analysis for… Brand… Scientists. Learning Objective Give students hands-on experience using syndicated data to generate market insights, which in turn drive actionable category and product/brand plans.

  2. Some Questions We Often Ask • Score keeping • How are we doing vis-à-vis last year? the competition? the status quo? • Understand “causality” • What factors influence our sales and share? What is their relative influence? • Prescription • What should we do?

  3. Schedule from March 2011 • Day 1 (1:00-5:15) • Intro; Scanner Data; Promotion Analysis; Intro to Market Response Analysis • Day 2 (8:30-11:15; 12:45-3:30) • Market Response Analysis; Misc. Topics; CPG Perspective (guest speaker); Valuing Customers • Day 3 (8:30-11:15; 1:00-4:15) • Social Media (guest speaker); Brita Case Study; Entertainment Perspective (guest speaker); Experimentation; Category Analysis • Day 4 (8:30-11:15) • Loyalty Card Data (guest speaker); Reading Published Studies

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