Part of Data & Insights (The Senses) | Company
A clear view of how money is made, by product, by customer type, and by channel. This includes margins, cost-to-serve, discount impact, promotion impact, and which products drive profit versus volume.
It stops marketing optimising for activity instead of profit. It also prevents the “hero product” trap whereby your biggest focus is actually the best way to lose money faster.
Related terms: Experience Audit, Effectiveness Measurement, Environmental Scanning
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