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Making the Big Leap from TPM to ‘Best-in-class’ Trade Promotion Optimization

To manage the complex challenges faced by the Consumer Product industry today, companies need to achieve competitive differentiation by developing data-driven value chains. Trade promotion optimization solutions have become a core component of that strategy. In order to successfully deploy effective trade promotion optimization capabilities, CPG companies must be able to employ the right tools, data management competencies, personnel management practices and business processes to achieve “best-in-class” results.

Many CPG companies have invested heavily in trade promotion management applications that have delivered transactional improvements, yet fail to provide robust trade promotion analysis. In some cases, CPG companies either do not have the right tools or data management capabilities to make the transition from simply managing trade promotions, and hence trade promotion investment, to optimizing trade promotions and trade spend ROI.

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