Cognos solutions for retail

Marketing and promotion costs can significantly impact a retailer’s top and bottom lines. Marketing and merchandising managers must be able to model scenarios, analyze and evaluate promotion success and ensure vendor compliance with trade fund agreements. This empowers chains to optimize promotional monies and drive profitable growth

Maximize ROI through strategic marketing and promotion

The IBM Cognos Strategic Promotion Performance Blueprint uses IBM Cognos 8 Planning and IBM Cognos 8 BI to help retailers spend company and trade dollars more effectively and drive higher ROI:

• Define, plan and model promotional campaigns including budgeting costs, margins and expected sales lift.
• Learn from past promotion experience to allocate top-line marketing spending to banners, channel or promotional activities.
• Adjust promotional mix and campaigns on the fly, based on performance and consumer responses to date.
• React quickly to new vendor-sponsored opportunities to address market trends and to counter competitive actions.
• Improve control over trade funds and accelerate reimbursements due from vendors.
• Publish reports and conduct analysis based on critical information such as promotion effectiveness and profits by region or division, projected revenue lift, and vendor compliance.
• Allocate and measure marketing spend across the company.

Learn more about the IBM Cognos Strategic Promotion Planning Performance Blueprint. Download the following:

• Strategic Promotion Planning issue paper (703KB)
• Strategic Promotional Planning implementation guide (1.7MB)
• Strategic Promotion Planning demo