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.

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?

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