Retail Experience

14 Apr 2023

Sell-Through Analytics: The CPG Marketers Guide to Campaign Attribution

Author: Kelli Rascoe

Sell-through analytics is a powerful tool to help consumer packaged goods (CPG) marketers gain valuable insights into their sales performance. By analyzing data on product sales, inventory levels, and consumer behavior, CPG marketers can identify trends, optimize pricing, and better understand how to meet the needs of their customers. These data-driven insights can help drive growth and increase sales. In this SparkPlug guide, we'll explore the benefits of sell-through analytics and provide practical tips for using it effectively to drive success in your business.

A Guide for Marketing Managers and Directors in Retail Stores

Sell-through analytics provide a versatile selection of tools that you can leverage across various parts of your business. From marketing campaign performance to identifying product sales, sell-through analytics can help base your strategic decisions on data.

The Benefits of Sell-Through Analytics for CPG Marketers

SparkPlug’s Community Manager, Isabel Carter, dives into the benefit of sell-through analytics.

"Sell-through rate is an incredibly important metric to focus on as a business or brand owner. This metric lets you know which products you may need to make inventory adjustments for or which products you may need to reorder at a faster rate."

Sell-through analytics provide insight into how effective marketing campaigns have driven sales, which can inform future strategies and decisions.

Sell-through analytics measure the number of products sold, their corresponding revenue, and other factors such as store location, time of day, and demographic data. This information can help identify areas that need improvement or potential growth opportunities.

Additionally, sell-through analytics allows marketing managers and directors to track the success of their campaigns over time and make informed decisions about where to focus resources.

These insights can help marketers know which products need some additional attention to improve sell-through.

Ultimately, by leveraging sell-through analytics in retail stores, CPG marketers can maximize returns on investment while maintaining customer satisfaction and loyalty.

Consider the following:

  • Helps identify effective campaigns
  • Better understanding of how product, pricing, and promos are driving sales
  • Deeper insights into customer buying decisions
  • Pinpoint which campaigns are driving sales and which products need a boost in sell-through

How To Calculate Sell-Through Analytics

Marketing directors can calculate sell-through analytics by tracking the number of units sold over a specific time compared to the total amount available during that period.

Also, it's helpful to track average selling prices and consumer trends so marketers can measure whether their efforts were successful.

With this data, they can adjust their strategy in the future to ensure maximum return on investment from each campaign.

The formula for calculating units sold:

(Units of individual product sold x 100) ÷ Total units of all products sold = Percent of total sales volume

Using Sell-Through Analytics Through Campaign Attribution

As a marketing manager or director in the retail industry, it is crucial to understand how your campaigns are impacting sales. To do this effectively, implementing sell-through analytics can provide valuable insights into which strategies and tactics drive purchases.

Sell-through analytics involves tracking sales data before, during, and after a campaign to determine its effectiveness.

By analyzing metrics:

  • Units sold
  • Revenue generated

You can identify key performance indicators (KPIs) that indicate success or areas for improvement.

To implement sell-through analytics in your campaigns, set clear goals and KPIs based on your business objectives. Then establish a process for collecting and analyzing sales data from various sources such as point-of-sale systems or e-commerce platforms.Next, use this data to measure the impact of different marketing channels and tactics on sales.

For example, if you run an email campaign promoting a specific product line with a discount code included in the message - track how many people clicked through from that email link versus other links within your website; also, track purchase rates before vs. after sending out this promotional offer.

By continually monitoring these metrics throughout your campaign – whether over days or weeks – you can fine-tune messaging approaches for better results moving forward. Tracking metrics helps ensure accurate attribution models are set up so that each channel gets proper credit.

Revenue Improvements Through Sell-Through Analytics

Sell-Through Analytics provides insight into the effectiveness of campaigns by tracking product availability, customer demand, and store performance. With this data, marketers can identify areas that need improvement or those that are working well.

Analytics can help marketing managers and directors:

  • Maximize revenue growth
  • Optimize pricing
  • Manage inventory
  • Cut unneeded campaigns

Data and analytics remove the uncertainty of deciding what's not working for the business and allow for data-driven thinking.

For more on retail insights, check out the 2023 Retail Industry Predictions Report

Attribute Campaigns With Ease Using Sell-Through Analytics

Sell-through analytics can be an insightful tool for marketing managers and directors in retail stores to gain insights into the success of their campaigns. By analyzing data for sales performance, marketing spending, and customer behavior, CPG marketers can identify which promotions drive conversions and optimize their strategies to help sales soar and customers thrive.

For more on retail, check out What is Retail Analytics? The SparkPlug Guide