The Future of Trade Spend for CPG: How A.I. and Machine Learning can tell you the dates and tactics to win BIG now

The importance of optimizing trade spend to drive maximum ROI
By: Fernanda Garcia
Date: February 28, 2023

If you’re a consumer packaged goods (CPG) manufacturer, you know that Trade Spend is a critical component of your go-to-market strategy. But how do you know if your Trade Spend is effective? And how can you optimize it to drive maximum ROI?

The answer lies in Artificial Intelligence and Machine Learning. By harnessing the power of these technologies, you can gain unprecedented insights into the effectiveness of your Trade Spend tactics, and use that information to optimize your future spend. In this blog post, we’ll explore the future of Trade Spend for CPG, and show you how you can leverage A.I. and Machine Learning to win big now.

"the benefits of using Artificial Intelligence and Machine Learning to optimize Trade Spend tactics"
The power of Artificial Intelligence and Machine Learning to get the effectiveness of your Trade Spend tactics

Here’s the deal: Trade Spend has long been a key driver of revenue for CPG manufacturers. By investing in promotions, discounts, and other tactics, manufacturers can incentivize retailers to stock and promote their products, which can ultimately drive sales.

But until recently, it’s been difficult to know whether Trade Spend is actually effective. Traditionally, manufacturers have relied on sales data and market research to determine the impact of their Trade Spend. But this approach is time-consuming, expensive, and often unreliable.

Now, however, A.I. and Machine Learning are changing the game. By analyzing vast amounts of data from a variety of sources, that way A.I. and Machine Learning algorithms can provide unprecedented insights into the effectiveness of Trade Spend tactics.

For example, these technologies can help manufacturers predict the best time to run a promotion, based on factors like consumer behavior, competitor activity, and other patterns. They can also help manufacturers optimize their promotional tactics, by identifying which promotions are most effective for different SKUs, entire product categories, regions and retailers.

What’s the bottom line? By leveraging A.I. and Machine Learning, CPG manufacturers can make smarter, data-driven decisions about their Trade Spend, and ultimately drive greater ROI.

You might be wondering: How do these technologies actually work? At a high level, A.I. and Machine Learning algorithms use a combination of statistical modeling, Machine Learning, and natural language processing to analyze vast amounts of data from a variety of sources, like manufactor’s shipment and consumption reporting, as well as syndicated data.

By analyzing this data, A.I. and Machine Learning algorithms can identify patterns and insights that would be impossible for a human analyst to detect. And because these technologies can continuously learn and adapt to new data, they can provide increasingly accurate and valuable insights over time.

It gets better: In addition to providing insights into the effectiveness of Trade Spend tactics, A.I. and Machine Learning can also help manufacturers optimize their supply chain (demand planning), improve their forecasting accuracy, and enhance their marketing efforts. This can ultimately drive greater efficiency and profitability across the entire CPG value chain.

But here’s the kicker: To fully realize the potential of these technologies, CPG manufacturers need to invest in the right tools and talent. This means either building a robust Revenue Growth team or finding the right technology and consulting partner dedicated to driving growth and profitability.

At Wise Athena, we know that investing in the right technology is just one piece of the puzzle for CPG manufacturers looking to optimize their Trade Spend. That’s why we’ve built a team of experienced data analysts, engineers, and Machine Learning experts who are dedicated to helping manufacturers manage their huge and vast amounts of data, and turn it into actionable insights.

Our award-winning Data Management Process is designed to be flexible and adaptable to the unique needs of each manufacturer. We work closely with our clients to understand their business goals and challenges and develop customized solutions that drive measurable business outcomes.

"Predicting the ideal timing for CPG promotions with advanced analytics"

Maximizing ROI: AI-powered tools help CPGs optimize trade spend effectiveness"
"Data-driven decisions: Machine learning provides insights for more strategic promotions"
"Better planning, better results: Predictive analytics helps CPGs plan promotions for optimal impact"
CPG leaders can predict the best time to run their promotions

We know that managing data can be a daunting task, and that manufacturers need expert support to ensure that their data is accurate, reliable, and easily accessible. That’s why we’ve built a team that is not only skilled in cutting-edge A.I. and Machine Learning technology, but also in data management and analysis.

Want to know the best part? With the right investments, CPG manufacturers can drive significant ROI gaining additional revenue and market share.. Imagine having additional budget to invest in the resources you need most.  Having the right RGM partnership can get you there. 

What’s the bottom line? A.I. and Machine Learning have the power to transform the way CPG manufacturers approach Trade Spend, and can help them stay ahead of the competition in an increasingly complex and dynamic market. By leveraging these technologies, CPG manufacturers can gain a competitive edge, avoid poor trade spend investment and drive big wins in the short and long term.

"using revenue growth management in CPG" "benefits of revenue growth" "ai for pricing"
A.I. and Machine Learning transformed the way CPG manufacturers optimize their Trade Spend

By partnering with Wise Athena, CPG manufacturers can gain access to the expertise and resources they need to turn their data into valuable insights, and make informed decisions based on trustworthy data. Our team is dedicated to helping manufacturers optimize their trade spend and drive greater ROI, and we take pride in being a trusted partner in their success.

In short, at Wise Athena, we’re not just about providing cutting-edge A.I. and Machine Learning technology. We’re about helping CPG manufacturers manage their data, and turning it into actionable insights that drive growth, efficiency, and profitability.

So, now that you know the benefits of A.I. and Machine Learning for Trade Spend in the CPG industry, it’s time to get started
Don’t wait to start optimizing your Trade Spend tactics and driving greater ROI for your business. With the Wise Athena solution, you can start winning big today.

Written By Fernanda Garcia

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