Getting post-event analysis right: Seven core principles to drive trade promotion ROI

Most companies in the consumer packaged goods sector want a post-event analysis (PEA) capability to help them understand the effectiveness of their trade promotion spending. Yet, as history would attest, this is an extremely difficult capability to implement. Executed correctly, PEA can help companies increase the return on investment for their trade spending by as much as 10 percent, and these gains fall straight to the bottom line.