ON-DEMAND VIDEO
A promotion can be perfectly planned and still fail in execution — and most brands won't know why until it's too late to act. In this session, EasyPicky co-founder Marine Bibal introduces the concept of the freshness gap: the lag between when a promotion runs and when brands receive reliable visibility into how it actually executed at the shelf. Drawing on work with Nestlé, Mondelez, L'Oréal and others, she makes the case for qualitative execution data as a missing input in the gross-to-net process.
Key Insights:
- POS data tells you what sold — it doesn't tell you whether the display was built, where it was placed, or whether the price tag was correct from day one
- By the time execution data reaches headquarters through traditional audit processes, the promotion window is often already over
- Placement context matters: a display positioned next to a direct competitor or at the back of the store can undermine an otherwise well-funded promotion
- Making every store visit a data event — and fixing discrepancies before leaving the store — is what separates reactive post-promo analysis from real-time execution management
- Qualitative execution data isn't just useful for diagnosing past performance; it's what makes the next promo brief more grounded and more accurate
"Usually brands have to monitor their promotion based on stale data... that means brands are flying blind when it comes to promo execution and ROI analysis."
Marine Bibal, Easy Picky
