Trade Promotion Analytics for CPG: Baseline, Lift, Trade Spend ROI & Deductions

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Estimate the baseline for Kettlebrook's Sea Salt Chips at Lakeside Grocers from retailer scan data, clean it of post-promo dips and see how much of the promo volume would have sold anyway.
• Turn six 2026 promotion events into baseline volume, incremental units and lift %, get the portfolio lift right and flag the weak events.
• Cost a planned Northgate Market event with four mechanics, per case, per unit and lump sum, and express the total as a trade rate and as cost per incremental unit.
• Calculate incremental gross profit, incremental profit, ROI and the break-even volume for six events and the ROI of the whole portfolio.
• Take the Spring TPR's gross lift and subtract what Kettlebrook's own sister SKUs lost and what the promoted SKU lost in the weeks after, to get the net incremental volume.
• Measure how much of Kettlebrook's per-unit allowance each retailer passed on to shoppers, the unit-weighted pass-through and the dollars the retailers kept.
• Match ten retailer deductions against the agreed promo accruals and proof of performance, split each into valid and disputable dollars and total them by retailer.
• Cost Kettlebrook's 2027 promo calendar by quarter, compare the trade rate with an 18% budget cap and chart spend and rate together.