Case Study: Global CPG Company achieves smarter trade promotion ROI with Tredence AI/ML

Prescriptive Insights to Drive Effective Trade Promotions Effectiveness for a Global CPG Company

Global CPG Company, a $20 billion consumer products leader operating in more than 175 countries, struggled to measure the effectiveness of trade promotion spending across Latin America. Trade promotion managers were relying on spreadsheets and lacked accurate baseline data, making it difficult to understand incremental impact, calculate monetary returns, and plan campaigns scientifically. The company turned to Tredence for an AI/ML-based trade promotion management solution.

Tredence built a cloud-based AI/ML platform on Azure and Databricks that migrated promotional, retailer, and sell-in data, created baseline models, and enabled scenario planning through a dashboard and web service. Using models built for 13 markets and more than 1,100 SKUs, the solution helped optimize about $400M in promotion budget, improved ROI by 5.4 points year over year, and delivered more than $10M in incremental margin benefits.