Calculates uplift for mainstream, standard, and challenger beer categories using explicit + implicit influence at the point of decision.
Incremental drinks per cycle:
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Incremental revenue per cycle:
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Media cost per cycle:
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Cost per incremental drink:
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Total incremental drinks:
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Total incremental revenue:
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Total media cost:
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ROI:
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A financial forecasting tool that converts behavioural change (Kantar research) into projected incremental sales, revenue and ROI. Designed for mainstream, standard and challenger beer categories at the moment of decision in pubs.
• 67% of pub-goers are undecided at the bar
• Conversion shift is expressed as percentage points (Kantar method)
• Explicit + implicit influence combined weighted by 42% recall
• Retail or wholesale value determines projected financial return
