Intensified competition causes consumer goods companies to run frequent promotions to get an edge. But designing beneficial trade promotions is difficult. Four challenges emerge on the way of effective trade promotions:

• Lack of data transparency: Impedes evidence-based decision-maing processes
• Inconsistent execution: Across various channels inhibits application of valuable learning form past promotions at scale
• Inadequate scopes and frequencies: Detrimental effects on short-term and long-term KPIs
• Incorehent methodology: Makes disaggregating all relevant factors that influence pricing decisions difficult