Category and Business Insights 2
(Skill Development Program)
This program develops your skills at a more advanced level of category analytics when you're ready to move to concepts like baseline & incremental sales and analytic thresholds.
2 Courses Included: Measuring Category Health (Baseline & Incremental Drivers); Advanced Analytics: Relativity
Prerequisites: Category and Business Insights 1 (or experience in basic category analysis techniques)
Time Required: Approximately 5 hours
You should know how to complete "health checks" on your categories / brands to understand the big picture perspective of overall performance. This includes in-depth understanding of consumer trends, the economy, competitive environment and each tactic. A deep dive understanding will highlight strengths, weaknesses, opportunities and threats for your categories or brands that may not be apparent from a topline look at the data.
Your program starts by looking across multiple data sources, with an emphasis on baseline and incremental sales, to move to a more strategic understanding of your business. By understanding the key drivers for each of baseline and incremental, you will be able to much more effectively analyze the category tactics and understand their impact on category and brand results.
The next course on advanced analytics gives different data perspectives and views of the data. You'll learn about relationships between different data dimensions and how to correlate the insights into a highly effective, multi-dimensional view of category or brand results.
Moving to this next level of analytics will teach you to derive deeper and more strategic insights through these new approaches, and identifying the biggest opportunities for your category / brand.
- 365-day Access via CMKG's Online Training and Resource Center, including individual course Hands-On Workshops, Downloadable Notes & Reference Guides, Knowledge Checks, and Course Tests. Desktop, Laptop and Mobile Devices compatible.
- Ongoing student support (Email, Live Chat)
*CMKG's Online Training and Resource Center includes many resources you can use in your day to day: a Resource Library with whitepapers, articles, tips and tricks, e-books and more; a dynamic Industry Glossary with >300 terms, each with a definition, formulas and links to other related descriptions; and 6 Student Webinars per year in topics suggested / chosen by students.