ATL share and shelf allocation

Advertising investment share (or ATL share) and shelf allocation are reports designed to help understand marketing expenses effectiveness.

ATL share

illustrates how much the brand owners invested in the previous period in advertising, or actually what is the share in overall market investment. The higher the share in advertising investment, the higher probability that shoppers are to choose particular brand. In the case of branded products they would pick these products more likely, for overall business communication (PR, price communication) they would select particular business as their supplier.

ATL has, however, long-term effect, so the share in advertising awareness is a quantity more directly influencing the intent to buy, as it is a cumulative quantity depending on current and past ATL investment. Advertising in one period has the strongest direct effect immediately, but it's only slowly forgotten by the shoppers. Cutting ATL expenses to zero does not cause immediate drop in advertising awareness, and the past campaigns influence shoppers for a while. On the other hand, investing in ATL in every period boosts the effect, and increasingly builds up advertising awareness, influencing shoppers increasingly.

Shelf allocation

illustrates directly the trading space allocation in the market. You can analyze different dimensions by selecting the desired view: channels, businesses (all except manufacturers manage their shelf space), brand owners (i.e. how much space is taken by products branded by the business brands). brands (sum over branded products), categories, subcategories, and products. The selected view is shown in rows with visible absolute space, and share in %. Additional filters enable narrowing to a chosen domain of the market.

For instance, it you'd like to see how a chosen retail chain allocates its shelf between products, you need to choose the product view and point this particular business in the business filter. If you'd like to compare how much all distributors allocate to dairy products, pick the "business" view, and limit the channel to "distributor", and category to "dairy" using the filters.

Shelf allocation report is the right one to evaluate BTL investment effectiveness. If BTL results from negotiations, and is given for a granted shelf space, the report can be a control report whether the customers act as agreed.