MINI-CAMP: Brand Analytics Primer

Many new Marketers are surprised to learn just how analytical the job of a Brand Manager can be. In this set of targeted modules from our full Brand Management Boot Camp, you will learn how to forecast your business, how to analyze consumption data and how to manage your brand's budget and P&L. Then see how top brands measure Brand Health in partnership with their Consumer Insights teams. 

MODULE DESCRIPTIONS

         CONSUMER INSIGHTS

Getting close to your consumer is one of the most fundamental aspects of Brand Management. Our Consumer Insights module is designed to help you become a master of the tools and methods available to diagnose your business or consumer. You will learn how to diagnose which research solution is best for different kinds of business problems. Along the way, you'll learn how to understand your market, evaluate advertising or innovation, as well as measure brand health.

        BUSINESS PLANNING

A career in Marketing can be chaos if you don't plan for success. Our Business Planning module is designed to help you learn how to build an effective annual plan. Here, you will learn about the different stages of Business Planning at a well-run company - and double-click into the 'Brand Plan' process, which most new Brand Managers find themselves immersed in very quickly. Because many companies don't teach their associates the right way to lead this process, our tools often help students and professionals at a wide range of career stages.

        CONSUMPTION ANALYSIS

To really know your brand, you have to know its numbers. Our Consumption Analysis module will teach you how to analyze consumption and get to the underlying drivers of performance. We teach you how to break down the components of Shipments and Consumption. We'll address the different sources of data and help you understand how to diagnose changes in base sales (a function of distribution, pricing and velocity) and incremental sales (a function of promotional features, price reductions and in-store displays). We'll help you understand how to write a Share Report - and show several case studies to test out what you've learned.

        P&L AND BUDGETING

Most people familiar with the world of business are familiar with the P&L. But the Brand industry has its own particular nuances and tricks. Our P&L and Budgeting module will walk you through a brand P&L and show you how brand teams manage their budgets. We explain the fundamentals of P&L management in Brand Manager life. Some may think this is boring or basic, but the leaders that know how to master this - and the less-experienced marketers that act like business owners - are the ones that get ahead.

        FORECASTING

Forecasting is one of the most important skill sets marketers must grasp to fully understand the dynamics of their brand. But it can be scary, frankly, because there is often immense pressure and oversight from senior leadership. Our Forecasting module will walk you through the process of forecasting for your brand. We walk through all the terminology of the forecasting process, then goes through an in-depth example for a brand.