Promo ROI per Case

Description: Incremental dollars earned per case sold during a promotion.

Formula: (Incremental $ ÷ Promo Volume in Cases)

SQL Calculation:

sql

(SUM(incremental_dollars) / NULLIF(SUM(promo_cases),0)) AS promo_roi_per_case

Why It Matters: Provides a simple per-case efficiency benchmark for trade promotions.

Metric Type: Diagnostic

Essence: Lagging

Frequency: Per Promo Event

Units: Dollars ($/case)

Suggested Breakdowns: Product, Retailer, Promo Type

Questions Answered:

• How much incremental revenue per case did the promo deliver?

• Which promotions classify as strong vs weak?

Potential Causes of Worsening: Ineffective promotions, high baseline sales cannibalization, forward-buy by retailers.

Tactics to Improve:

• Optimize case allowances

• Target promos to drive trial

• Cap retailer forward-buy

Related Metrics:

• Incremental Sales

• ROI %

• Promo Performance Flag

Related Explores:

• Promotion ROI Explorer

Related Sources:

• Trade Spend BSD

• URMS