With budgets stretched tight and multiple departments contending for every dollar, businesses need strong results from their promotional spends. For one of the world’s largest food companies, though, there was a noticeable gap between expenditure and outcome.

This client was spending a significant amount on trade promotions. However, they had to rely on a traditional parametric model, which limited their ability to deliver the right promotion at the right time. This led to a loss of potential revenue.

To solve the problem, they deployed the world’s first Trade Promotion Intelligence (TPI) solution, which uses AI and machine learning (ML) to improve promotion selection and timing.