Key principle behind Profund is to help consumer goods companies deliver sales and margin gains through re-allocation of trade funds in challenging markets. We align Profund with your strategy, planning and budgeting process, as a critical success factor is delivering the right insights at the right time to the right stakeholder – from day 1
Profund looks at your promotional investment from a portfolio perspective and identifies those opportunities driving most revenue and profit. In all cases, optimization is made possible by reallocating promo funds from less to more “efficient” markets / channels / customers / categories / brands / ...
Exploiting the most advanced integration between predictive and prescriptive analytics techniques, Profund provides evaluation, insight and recommendation on how promotional fund budgets should be established and allocated.
Monitor the actuals and check the progress of margins, sales, funds and ROI with respect to your target.
Understand where spend sits today and how it performs (ROI)
Uncover opportunities on a brand/pack, category, channel and customer or country level.
The Profund Optimizer is based on a proprietary integration between state-of-the-art AI technologies, such as Deep Neural Networks, Gaussian Processes, Constraint Programming, Large Neighborhood Search, Mixed-integer Programming.
These advanced models are used to learn for each product - customer the hidden relation between funds, price, discounts, time and quantity.
Leveraging the knowledge of the AI models and the user constraints, the core of Profund is an innovative hybrid optimizer computing the optimal funds allocation of hundreds of products in terms of seconds
Profund lets the user add personalized constraints and objectives, over single or groups of products - customers.
Trade Fund Optimisation Curves lie at the heart of our solution. Each Trade Fund Optimisation curve has a ceiling spend level, the point at which we start to get less back than we put in (very little impact on total turnover or profit)