EFFECTIVENESS OF SALES ANALYTICS IN SALES PERFORMANCE OF FAST-MOVING CONSUMER GOODS (FMCG)

Marketing analytics refers to qualitative and quantitative, structured and unstructured data used to drive strategic decision in relation to brandand revenue outcomes. Sales analytics is a sub-set of marketing analytics used to gather sales data and gauge sales performance. The Key Performance Indicator (KPI) of sales analytics is sales growth. Sales growth is a metric that measures the ability of sales team to increase revenue over a fixed period. The present paper is focusing on the factors influencing on sales growth of selected FMCG. KEYWORDS: Sales Analytics – Sales Growth, Metrics – sales growth factors.