The Marketing Performance Management (MKM) module of Stratum can help your company gain a better understanding of market trends and consumer preferences so that each individual promotional campaign and trade promotion does what it's supposed to do – boost customer acquisition and retention rates while increasing sales and profitability. When combined with the Sales Performance Management (SPM) module, companies have a complete Category Management application to effectively and efficiently grow category sales and profits.
Category Performance
With Stratum MKM, you can effectively analyze product performance across categories, segments, brands and SKUs by integrating internal sales and customer information with external data to better understand consumer purchasing behavior and evaluate new market opportunities. In addition, you can easily understand market consumption factors for your brands, analyze the actual performance of each, and maximize effective product assortments to strengthen your supply chain relationships while optimizing sales of your most profitable products.
Trade Funds & Promotion Planning
Stratum MKM allows you to analyze and manage trade funds and promotional
campaigns with much more accuracy and control. The application can help
you reduce overspending due to a lack of visibility to actual spending.
It lets you easily identify unallocated funding so that it may be allocated
or re-allocated to more appropriate programs. Plus, it lets you track
where the funds are allocated, how they are spent and how effective they
are in successfully promoting product turnover and overall sales.
Deductions Analysis
Stratum MKM also equips you to track and monitor deductions claimed by
customers while also enabling you to understand which customers deduct
the most and why. Extensive reporting and historical tracking capabilities,
including aging and analysis of deductions by rep, customer or other
important measures, provide documented reasons for initiating change
and improving the quality of service to your customers.
Sell-Through Analysis
Through Stratum MKM’s Sell-Through Analysis, you can gain a pulse
on what products are selling in the market and where inventory
still exists and use this information to better help your distributors
and retailers increase sales by moving more products. Trends and patterns
that develop overtime will help you to better market and distribute
your products.
Location-Based Analysis
Through Stratum’s Location-Based Analysis, you can leverage location
information to rank the value of customers in any geographic
area, analyze your distribution warehouse coverage, target the best
areas for business expansion, or even, to identify cross-sell and up-sell
opportunities among your current customers. This application supports
the use of mapping tools to geographically visualize data that is usually
columnar in nature.
