SKUtrak Promote tool taps machine learning powered analysis to shake up way brands run promotions

Atheon Analytics owned SKUtrak is launching a new analytics tool which applies machine learning to give brands 360° visibility on their promotions, combining data from the past, with future projections.

The company says that SKUtrak Promote, which is built on TruDemand, SKUtrak’s intelligence layer, eliminates mitigating factors like cannibalisation and availability, giving brands the chance to build up a realistic picture of promotional performance.

“The magic of SKUtrak Promote is the deep and detailed picture it builds from many variables rather than the normal surface level view,” says Guy Cuthbert, Atheon CEO. “Working from a shallow summary reduces the chances of optimising future campaigns and increases the risk of wasted investment. By simulating the likely effects of all promotional tactics, SKUtrak Promote provides CPGs with the rich and nuanced insights they need to plan, evaluate and decide their promotional strategy.”

“SKUtrak’s TruDemand Engine transforms our approach to assessing promotional effectiveness by focusing on performance through a sell-out lens,” comments John Fernando, Senior RGM Manager, Advanced Analytics, at Danone UK and Ireland.

“We are experiencing a substantial improvement in the accuracy of our promotional KPIs, which enables us to deliver invaluable insights to the business. This model not only provides historical baselines but also forecasted baselines, empowering us to review future promotions and enhance our forecasting capabilities effectively.”

2025 RTIH INNOVATION AWARDS

Machine learning will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.