BASE works with the UK’s major consumer packaged goods manufacturers (CPGs) to offer brands deep insight into their promotional budgets. Our online software system, covering e-commerce and 'bricks & mortar' retail is backed by data scientists and shopper marketing experts, saving you and your team time & money.
The BASE system in a nutshell
How do I manage so many campaigns, activations and touchpoints?
The chances are that with so many campaigns and touchpoints to manage, you may be drowning in a sea of spreadsheets, documents and reports…and that’s with just one brand to manage. Whatever your situation, whether it be multiple brands, channels, categories and markets, it can be a real challenge just collating all the information, never mind analysing it. BASE allows you to put ALL these elements into one portal, with just ‘one version of the truth’.
How do I know how effective a campaign REALLY is?
Even after you’ve collated all your data, which takes time in itself, you’re faced with the task of analysing all that sales information. You may even have spreadsheets that give you some KPI data, such as increase in sales but is it giving you meaningful, actionable data? The problem with any sales performance analysis is that you don’t have ‘ceteris paribus’ (all things being equal). How do you know that increased sales of a product were purely the result of your latest money-off promotion, or some other factor? As a rule, it’s impossible, but the more data you have, the greater light we can shine on a campaign's effectiveness. Because we have data from over 275,000 campaigns, we can provide you with information to help you make investment decisions based on big data, rather than snapshots.
What is the right combination of touchpoints?
Each campaign will utilise a number of touchpoints; these all need planning and managing which can be a mammoth task in itself. The BASE system allows you to plan them all, with key information at a glance, so they can be shared with other members of the team. But do you really know how they interact with each other? Should a Free Standing Display Unit (FSDU) be supported by a six-sheet digital poster outside the store, or a banner advert on the supermarket’s website? BASE helps take the guesswork out of your investment decisions by telling you what the ideal combination of touchpoints actually is.
Reports take too long to collate.
Whether it be an individual campaign report, quarterly report or a full brand performance audit, getting all the information together can be time-consuming. It will require skilled technical knowledge and a reliance on in-house training. BASE presents all your campaigns in a series of intuitive dashboards, with the ability to drill down, right to touchpoint level in an individual store. Further support can be provided by our data analysts, shopper marketing experts and software. Our independent evaluation can unlock insights that help you refine your go-to-market plan.
Are we properly analysing our campaigns and gaining actionable insights?
Consumer Packaged Goods (CPG) shopper marketing is a very fast-paced business and never more so than in the past few years. With potentially thousands of data points, there can be a tendency to ‘do what we’ve done before’. The problem is that your past experience, assumptions and processes, may not actually be delivering the optimal combinations. If simply reporting on data is an end rather than a means, then you could be missing out. With the unprecedented business pressures facing marketers, status quo is not an option.
How is our e-commerce activity affecting our in-store activations?
There isn’t an aspect of modern CPG marketing that hasn’t been hugely impacted by online marketing and e-commerce in recent years and there’s no reason why bricks & mortar sales need to stand in isolation from online activity
BASE brings clarity and visibility to all your shopper marketing activity so you make the optimal investment decisions.
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