Totta data lab offers a unique measuring method of the strength of your brand proposition: the baseline model. This method is developed by our data scientists, specific for a very big FMCG-brand in Germany. The model is based on price and promotion data of your organization and competition. The model results in a weekly prediction of the baseline sales, the sales your organization will make of you would not do anything with marketing/price changes.
It is possible to analyze the impact of your price changes and promotions, including the influence on your brand equity. The insights in the gained profits of price changes and promotions will take a fundamental role in your scenario analyses.
Eager to know of your data can be used to create your very own baseline model? Please contact us.