Promotion excellence in China – start with data centralization

Competition in the Chinese consumer market is fierce, making promotion activities the most common marketing lever. However, when it is run continuously, promotions start to lose their impact. The dilemma? Competitors are in full swing with their promotions and there is pressure to follow. Our experience with the Chinese market shows: to unlock revenue growth and generate flywheel effect you need a digital promotion system. 

To establish a sales analysis system, you need data. But as more and more Chinese companies turn their attention toward data, they are faced with three major challenges: 

• Key data is missing 

• Data granularity is too large 

• Data cannot be matched 

The result? They are unable to effectively track and analyze the input and output of their promotions.  

The main reason for this lack of data is that companies don’t have a clear management…