BrandQs Lab / interactive decision tool
Trade Analytics Optimizer
Model promotion economics using discount, uplift, compliance, cannibalisation, post-promo dip, funding and contribution — as a scenario, not a prediction.
Trade investment scenario
Volume uplift is not a business case.
A promotion can sell spectacularly and still destroy contribution. This tool forces the main assumptions into one scenario: discount, uplift, compliance, cannibalisation, funding and post-promo dip.
incremental volume×net contribution−activation cost
Net incremental units8.051
Incremental contribution-€28,635
Baseline contribution€50,299
Incremental revenue proxy€32,141
Activation cost− €25,000
Retailer funding+ €8,000
Decision question
With these assumptions, the promotion creates volume but no positive incremental contribution. Uplift needs to move towards 183% or the economics need to change.
Define baseline and control.
Without a credible baseline, you can observe uplift but proving incrementality remains difficult.
Recalculate with real store data.
Store compliance, out-of-stock, competitor response and post-promo behaviour often matter more than the spreadsheet suggests beforehand.
Scenario tool, not a financial forecast. Real trade analytics requires retailer/store-level baseline, margin, inventory, promo depth, cannibalisation, incrementality, compliance and, where possible, control/test designs.