Overview

When you walk into your local liquor store or supermarket and browse through the beer aisle, what do you see? Rows upon rows of beer stacked into perfect displays, with price promotions and marketing messages aimed to encourage you to buy that particular product. This is the result of a substantial investment made each year in activity that can impact shelf pricing and retail execution through incremental shelf space, displays, and featured placements. For ABInBev the goal of this investment is to generate consumer willingness to pay, resulting in improved market share and revenue.

However, identifying the factors that truly drive incremental volume, market share, and revenue growth can be a complex task. Better insights are needed to understand which promotional levers provide the best return on investment for ABInBev. Additionally efforts to support insights through pre & post event visualizations haven’t been successfully leveraged.