PMO: Reviewing Past Performance

This chapter covers the following topics:

Overview

This chapter describes how to review past performance of your promotions. It includes the following sections:

To review the performance of past promotions, you generally start in the Planning Environment worksheet. From there, you right-click a promotion and launch any of the relevant PMO worksheets to see data for that promotion.

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Once a promotion has been planned and executed, it is useful to evaluate its performance against your original plan. The PMO: Promo-Evaluation: Mfg and PMO: Promo-Evaluation: Rtl worksheets provide a detailed post-promotional analysis of each individual promotion (that is, compare forecast to actual performance).

You can view the breakdown of each event with respect to the sales dollars and profit generated for the manufacturer. Depending on the detail of the historical data, a lift decomposition can be provided showing promotional effects such as the following:

This will enable you to see your true "net lift" and revised financial figures in order to properly evaluate the event's performance and uncover its true profitability.

Evaluating Performance from the Manufacturer's Point of View

To evaluate a past promotion from the manufacturer's point of view

  1. You typically start in the Planning Environment; see Introduction to the Planning Environment.

  2. In the Event Planner window, right-click a promotion and click Open With > PMO: Promo-Evaluation: Mfg.

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  3. If the worksheet does not show data immediately, click Data > Rerun. Or click the Run button.

    The system displays the PMO: Promo-Evaluation: Mfg worksheet, filtered to display just the promotion that you right-clicked.

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    The PMO: Promo-Evaluation: Mfg worksheet includes the following windows.

Event Projections and Event Actuals

These windows compare the projections and the actuals, one directly above the other. Notice that the actuals are displayed mostly in blue.

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The Event Projections window displays planned event details, including event start, vehicle type, total planned volume, anticipated manufacturer profit and anticipated spend. For the series in this window, PTP uses colors to indicate deviations between the projections and the actuals:

The Event Actuals window shows the corresponding actuals.

Lift Decomposition Graphs

This worksheet also displays lift decomposition graphs showing the projected breakdown and the actual breakdown.

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Net Incremental Graphs

The worksheet includes the following graphs to show the net incremental dollars earned for this promotion; each graph compares the projection to the actual. The first graph shows the net incremental dollars. The second and third graphs show the net incremental profit to the manufacturer and retailer, respectively. The net incremental profit is the net additional profit that is earned because of the promotion, in addition to the baseline profit.

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Lift Decomposition Table Actual (Manufacturer)

The lift decomposition table shows the specific breakdown into base, incremental, cannibalization, and pre- and post-effect dollars. This table also shows the net incremental volume for the event. This table applies to the manufacturer's point of view.

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Possible Actions

In this worksheet, depending on your authorization, you can do the following:

Right-click a promotion and open another worksheet filtered to that promotion. For example, you can open the PMO: Promo-Evaluation: Rtl worksheet to see past performance from the retailer's perspective. See Evaluating Performance from a Retailer's Point of View.

Evaluating Performance from a Retailer's Point of View

To evaluate a past promotion from a retailer's point of view

  1. You typically start in the Planning Environment; see Introduction to the Planning Environment.

  2. In the Event Planner window, right-click a promotion and click Open With > PMO: Promo-Evaluation: Rtl

  3. If the worksheet does not show data immediately, click Data > Rerun. Or click the Run button.

The system displays the PMO: Promo-Evaluation: Rtl worksheet, filtered to display just the promotion that you right-clicked.

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This worksheet contains some of the same areas as the PMO: Promo-Evaluation: Mfg worksheet, but from the retailer's point of view rather than the manufacturer's.

Event Projections and Event Actuals

These windows compare the projections and the actuals, one directly above the other. Notice that the actuals are displayed mostly in blue.

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The Event Projections window displays planned event details, including event start, vehicle type, total planned volume, anticipated retailer profit and anticipated spend. For the series in this window, PTP uses colors to indicate deviations between the projections and the actuals:

The Event Actuals window shows the corresponding actuals.

Lift Decomposition Table - Actual (Retailer)

The lift decomposition table shows the specific breakdown into base, incremental, cannibalization, and pre- and post-effect dollars. This table also shows the net incremental volume for the event. This table applies to the retailer's point of view.

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Here you can see these useful summaries:

Also notice that this table displays cannibalized and pre- and post-event volume, as well.

Lift Decomposition Graphs

The worksheet includes two graphs to show the projected lift decomposition and the actual lift decomposition. These are displayed vertically in the worksheet for space reasons. For convenience here, the documentation displays them side by side.

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Possible Actions

In this worksheet, depending on your authorization, you can do the following:

Right-click a promotion and open another worksheet filtered to that promotion. For example, you can open the PMO: Promo-Evaluation: Mfg worksheet to see past performance from the manufacturer's perspective. See Evaluating Performance from the Manufacturer's Point of View.

Viewing Actual Averages

It is often useful to review actuals and see average information for different kinds of promotions.

Note: Some of this data is highly aggregated, so some tabs may come up slowly.

To view average history

In My Worksheets (in Collaborator Workbench), click PMO: Promotion History.

The worksheet is displayed as follows:

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Unlike other worksheets, this worksheet is designed as a series of tabs, each of which displays the same averages, for different contexts. For example, on this tab, you select a retailer and category. The table shows averages for that retailer and category. Each row in the table corresponds to a type of promotion, so you see these averages broken out by promotion type.

Each average is computed on a weekly basis. For example, Avg Ttl Evt Vol is the average total event volume for a single week.

Reference

PMO: Promo-Evaluation: Mfg

This worksheet compares projections to actuals for a past promotion, from the point of view of the manufacturer:

Basics

Accessing this worksheet Right-click a promotion and click Open With > PMO: Promo-Evaluation: Mfg.
Levels you can select Retailer, Category, Promotion
Levels used in cross tabulation Promotion
Time aggregation Yearly

Business Data

View Series Description
Event Projections Start Event P Projected date when promotion starts in stores
# Wks P Projected event length in whole weeks, assuming that each week starts on Monday.
Veh Type P Projected vehicle type or event type of the promotion
Cons Promo P Projected consumer overlay.
Sale Price Sale price per unit at shelf
Ttl Evt Vol P Projected total volume for the promotion
Incr Evt Vol P Projected incremental volume due to the promotion
Ttl Evt $ P Projected total sales during the promotion, for the manufacturer
Incr Evt $ P Projected incremental sales to the manufacturer due to the event
Evt Spend exS P Projected total planned buydown and vehicle costs for promotion
CPIU P Projected event cost per incremental unit sold as a result of the promotion.
% Spend P Projected event spending, as a percentage of event sales
Incr Mfg Prft P Projected incremental profit to the manufacturer due to the promotion
Net Incr Mfg Prft P Projected net incremental profit for the manufacturer
Incr Rtl Prft P Projected incremental profit to the retailer due to the promotion
Event Projections Net Incr Rtl Prft P Projected net incremental profit for the retailer
Event Actuals Start Event Date when promotion starts in stores
# Wks Event length in whole weeks, assuming that each week starts on Monday.
Veh Type Vehicle type or event type of the promotion
Cons Promo Consumer overlay, the deal type as seen by the consumer.
Avg Rtl Average unit retail price at shelf
Ttl Evt Vol Total volume for the promotion
Incr Evt Vol Incremental volume due to the promotion
Ttl Evt $ Total sales during the promotion, for the manufacturer
Incr Evt $ Incremental sales to the manufacturer due to the event
Evt Spend exS Total planned buydown and vehicle costs for promotion
CPIU Event cost per incremental unit sold as a result of the promotion.
% Spend Event spending, as a percentage of event sales
Incr Mfg Prft Incremental profit to the manufacturer due to the promotion
Net Incr Mfg Prft Net incremental profit for the manufacturer, after considering cannibalization and pre- and post-effects
Incr Rtl Prft Incremental profit to the retailer due to the promotion
Net Incr Rtl Prft Net incremental profit for the retailer, after considering cannibalization and pre- and post-effects
Lift Decomposition - Projected Base Evt $ P Projected base sales for the manufacturer, during the promotion
Net Incr Evt $ P Projected net revenue to the manufacturer
Canbl $ P Projected cannibalization dollars for the manufacturer
Pre Post Sales Value P Projected total sales made before and after the promotion, as a result of the promotion (manufacturer's perspective)
Lift Decomposition - Actual Base Evt $ Base sales for the manufacturer, during the promotion
Net Incr Evt $ Net revenue to the manufacturer, after considering cannibalization and pre- and post-effects
Canbl $ Cannibalization dollars for the manufacturer
Pre Post $ Total sales made before and after the promotion, as a result of the promotion (manufacturer's perspective)
Net Incremental $ Net Incr Evt $ P Projected net revenue to the manufacturer
Net Incr Evt $ Net revenue to the manufacturer, after considering cannibalization and pre- and post-effects
Net Incr Mfg Profit Net Incr Mfg Prft P Projected net incremental profit for the manufacturer
Net Incr Mfg Prft Net incremental profit for the manufacturer, after considering cannibalization and pre- and post-effects
Net Incr Rtl Profit Net Incr Rtl Prft P Projected net incremental profit for the retailer
Net Incr Rtl Prft Net incremental profit for the retailer, after considering cannibalization and pre- and post-effects
LIft Decompostion Table - Actual (Retailer) Ttl Evt $ Rtl Total sales during the promotion, for the retailer
Base Evt $ Rtl Base sales for the retailer, during the promotion
Incr Evt $ Rtl Incremental sales to the retailer due to the event
Net Incr Evt $ Rtl Net revenue to the retailer, after considering cannibalization and pre- and post-effects
Canbl $ Rtl Cannibalization dollars for the retailer
Pre-Post $ Rtl Total sales made before and after the promotion, as a result of the promotion (retailer's perspective)
Lift Decomposition Table - Actual (Mfg) Ttl Evt $ Total sales during the promotion, for the manufacturer
Incr Evt $ Incremental sales to the manufacturer due to the event
Base Evt $ Base sales for the manufacturer, during the promotion
Net Incr Evt $ Net revenue to the manufacturer, after considering cannibalization and pre- and post-effects
Canbl $ Cannibalization dollars for the manufacturer
Pre Post $ Total sales made before and after the promotion, as a result of the promotion (manufacturer's perspective)
Canbl Vol Mfg  
Pre Post Vol Total volume before and after the promotion, as a result of the promotion

PMO: Promo-Evaluation: Rtl

This worksheet compares projections to actuals for a past promotion, from the point of view of the retailer:

Basics

Accessing this worksheet Right-click a promotion and click Open With > PMO: Promo-Evaluation: Rtl.
Levels you can select Retailer, Category, Promotion
Levels used in cross tabulation Promotion
Time aggregation Yearly

Business Data

View Series Description
Event Projections Start Event P Projected date when promotion starts in stores
# Wks P Projected event length in whole weeks, assuming that each week starts on Monday.
Veh Type P Projected vehicle type or event type of the promotion
Cons Promo P Projected consumer overlay.
Sale Price Sale price per unit at shelf
Ttl Evt Vol P Projected total volume for the promotion
Incr Evt Vol P Projected incremental volume due to the promotion
Ttl Evt $ Rtl P Projected total sales during the promotion, for the retailer
Incr Evt $ Rtl P Projected incremental sales to the retailer due to the event
Evt Spend exS P Projected total planned buydown and vehicle costs for promotion
CPIU P Projected event cost per incremental unit sold as a result of the promotion.
% Spend P Projected event spending, as a percentage of event sales
Rtl Profit P Projected retailer's profit from the event
Incr Rtl Prft P Projected incremental profit to the retailer due to the promotion
Net Incr Rtl Prft P Projected net incremental profit for the retailer
Event Actuals Start Event Date when promotion starts in stores
# Wks Event length in whole weeks, assuming that each week starts on Monday.
Veh Type Vehicle type or event type of the promotion
Cons Promo Consumer overlay, the deal type as seen by the consumer.
Avg Rtl Average unit retail price at shelf
Ttl Evt Vol Total volume for the promotion
Incr Evt Vol Incremental volume due to the promotion
Ttl Evt $ Rtl Total sales during the promotion, for the retailer
Incr Evt $ Rtl Incremental sales to the retailer due to the event
Evt Spend exS Total planned buydown and vehicle costs for promotion
CPIU Event cost per incremental unit sold as a result of the promotion.
% Spend Event spending, as a percentage of event sales
Rtl Prft Retailer's profit from the event
Incr Rtl Prft Incremental profit to the retailer due to the promotion
Net Incr Rtl Prft Net incremental profit for the retailer, after considering cannibalization and pre- and post-effects
Lift Decomposition Table - Actual (Retailer) Ttl Evt $ Rtl Total sales during the promotion, for the retailer
Incr Evt $ Rtl Incremental sales to the retailer due to the event
Base Evt $ Rtl Base sales for the retailer, during the promotion
Net Incr Evt $ Rtl Net revenue to the retailer, after considering cannibalization and pre- and post-effects
Net Incr Rtl Prft Net incremental profit for the retailer, after considering cannibalization and pre- and post-effects
Canbl $ Rtl Cannibalization dollars for the retailer
Pre Post Value Rtl Total sales made before and after the promotion, as a result of the promotion (retailer's perspective)
Canbl Vol Rtl  
Pre Post Vol Total volume before and after the promotion, as a result of the promotion
Lift Decomposition - Projected Base Evt $ Rtl P Projected base sales for the retailer, during the promotion
Net Incr Evt $ Rtl P Projected net revenue to the retailer
Canbl $ Rtl P Projected cannibalization dollars for the retailer
Pre Post Value Rtl P Projected total sales made before and after the promotion, as a result of the promotion (retailer's perspective)
Lift Decomposition - Actual Base Evt $ Rtl Base sales for the retailer, during the promotion
Net Incr Evt $ Rtl Net revenue to the retailer, after considering cannibalization and pre- and post-effects
Canbl $ Rtl Cannibalization dollars for the retailer
Pre Post Value Rtl Total sales made before and after the promotion, as a result of the promotion (retailer's perspective)

PMO: Promotion History

This worksheet displays the past averages for each promotion type, in a number of different contexts.

Basics

Accessing this worksheet In My Worksheets (in Collaborator Workbench), click PMO: Promotion History.
If a worksheet is currently open, click File > Open. Click PMO: Promotion History and then click Open.
Levels you can select Different for each tab of this worksheet.
Levels used in cross tabulation Promotion Type
Time aggregation Yearly

Business Data

Each view in this worksheet contains the same set of series:

Series Description
Avg Rtl Average unit retail price at shelf
Avg % Disc Average percent discount
Avg B Dwn Average buydown for the event
Avg Ttl Evt Vol Average weekly total event volume
Avg Incr Evt Vol Average weekly incremental event volume
Avg Lift Average lift factor for promotion
Avg Ttl Evt $ Average weekly total event dollars for manufacturer
Avg Incr Evt $ Average weekly incremental event dollars for manufacturer
Avg Mfg Prft Average weekly manufacturer profit
Avg Incr Mfg Prft Average weekly incremental manufacturer profit
Avg Rtl Prft Average weekly retailer profit
Avg Inc Rtl Prft Average weekly incremental retailer profit
Avg Rtl Margin Average retailer event margin
Avg Evt Spend Average weekly event spend
Avg CPIU Average cost per incremental unit
Avg % Spend Average percent spend