{"id":26516,"date":"2018-05-23T08:19:37","date_gmt":"2018-05-23T08:19:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/les-donnees-redonnent-le-controle-aux-trade-marketeers\/"},"modified":"2018-05-23T08:19:37","modified_gmt":"2018-05-23T08:19:37","slug":"les-donnees-redonnent-le-controle-aux-trade-marketeers","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/les-donnees-redonnent-le-controle-aux-trade-marketeers\/","title":{"rendered":"\u201cData geven de controle terug aan trade marketeers\u201d"},"content":{"rendered":"<p>Voor merkfabrikanten is het een hele klus om assortimenten, prijzen en promoties in hun categorie te monitoren bij offline en online retailers. De Belgische startup <strong>Daltix <\/strong>verzamelt deze vitale informatie automatisch in overzichtelijke dashboards.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Dankzij artifici\u00eble intelligentie<\/h2>\n<p>Met tijdelijke kortingen, regionale prijszetting, uiteenlopende promotiemechanismen en in\/out assortimenten wordt de retaildynamiek voor merkfabrikanten almaar complexer. Hoe hou je het overzicht in een tumultueuze markt? De Belgische startup Daltix heeft tools ontwikkeld om volautomatisch onlinedata te verzamelen, te verrijken, en te vertalen in waardevolle inzichten voor trade en shopper marketeers. Het bedrijf maakt daartoe gebruik van artifici\u00eble intelligentie en is in staat om op real-time basis assortimenten, prijzen en promoties op te volgen per retailer, per merk, per categorie, per sku\u2026<br \/>\n\u00a0<\/p>\n<p>De tool houdt rekening met productspecificaties, zodat prijzen en promoties zowel voor huismerken als voor A-merken met elkaar kunnen worden vergeleken. \u201cHet systeem detecteert vergelijkbare producten, zodat we kunnen kijken naar alternatieven vanuit het perspectief van de consument\u201d, vertelt medeoprichter en CEO Jonas Deprez van Daltix. Verder biedt het databedrijf inzichten in promotionele activiteiten. Dit laat fabrikanten toe om per retailer en per categorie het aantal promoties, de types en de diepte van de promo\u2019s te volgen. \u201cZo geven we de controle weer in handen van de marketeers. Recent zagen we bijvoorbeeld dat <strong>Colruyt<\/strong> onverwacht reageerde op Nederlandse promoties op de deodoranten van <strong>Unilever<\/strong>, die via <strong>Albert Heijn<\/strong> ook de Vlaamse markt bereikten. Dank zij onze dashboards was Unilever Belgi\u00eb meteen op de hoogte en kon het bedrijf snel reageren.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Eenvoudige dashboards<\/h2>\n<p>Daltix leverde recent al enkele staaltjes van z\u2019n kunnen af. Zo publiceerden we eerder artikels over de <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/soms-grote-prijsverschillen-tussen-albert-heijn-belgi%C3%AB-en-nederland\" target=\"_blank\" rel=\"noopener\">prijsverschillen tussen <strong>Albert Heijn<\/strong> Belgi\u00eb en Nederland<\/a>, en over het evoluerende <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/doe-het-zelf\/hoe-e-commerce-de-concurrentie-doe-het-zelf-aanwakkert\" target=\"_blank\" rel=\"noopener\">onlineaanbod bij de doe-het-zelfketens<\/a> en pure players als <strong>bol.com<\/strong> en <strong>Coolblue<\/strong>. Daltix toonde ook aan hoe <strong>Colruyt <\/strong><a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/zo-slim-reageert-colruyt-op-stuntpromoties\" target=\"_blank\" rel=\"noopener\">reageert op 1+1 gratis promoties<\/a> bij concurrenten als Albert Heijn en <strong>Delhaize<\/strong>. Recent maakte Daltix in opdracht van Unilever een analyse van de markt voor roomijs: het verzamelde <a href=\"https:\/\/www.daltix.com\/en\/use-case-unilever\/\" target=\"_blank\" rel=\"noopener\">de nutritionele waarden voor wel 80 sku\u2019s<\/a>. Op basis van deze data wist Unilever zich gesterkt in de claim dat z\u2019n nieuwe ijsmerk Breyers minstens 30% minder suiker, calorie\u00ebn en vet bevat dan vergelijkbaar schepijs op de Belgische markt.<br \/>\n\u00a0<\/p>\n<p>Recentste wapenfeit van Daltix is een gebruiksvriendelijke tool waarmee keyaccountmanagers makkelijk de prijsevoluties kunnen opvolgen in hun categorie\u00ebn. Per categorie kan de dataminer ook de promotiedruk in kaart brengen: hoe vaak worden promoties gevoerd, hoe diep gaan ze, welke mechanismen spelen\u2026 \u201cAangezien het om kant-en-klare dashboards gaat, is de tool ook betaalbaar voor kleinere leveranciers. Het grote voordeel is dat je in \u00e9\u00e9n oogopslag ziet wat er gaande is, je hoeft niet gedurende twee dagen in een grote Excel-file te duiken.\u201d<br \/>\n\u00a0<\/p>\n<p>Jonas Deprez vertelt binnenkort meer over de voordelen van datamining voor trade marketeers op het <strong>Trade &amp; Shopper Marketing Congress<\/strong>\u00a0van RetailDetail en LD&amp;Co, dat plaatsvindt op 12 juni in Living Tomorrow in Vilvoorde. Het thema? &#8220;<em>Winning at the moment of purchase<\/em>&#8220;.\u00a0Meer\u00a0<a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?aff=fullbannerwebsite\" target=\"_blank\" rel=\"noopener\">informatie over het programma vind je hier<\/a>. Bestel snel tickets, want het aantal plaatsen is beperkt.<br \/>\n\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/pricing.jpg\" style=\"height:503px;width:800px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voor merkfabrikanten is het een hele klus om assortimenten, prijzen en promoties in hun categorie te monitoren bij offline en online retailers. De Belgische startup Daltix verzamelt deze vitale informatie automatisch in overzichtelijke dashboards. \u00a0 Dankzij artifici\u00eble intelligentie Met tijdelijke kortingen, regionale prijszetting, uiteenlopende promotiemechanismen en in\/out assortimenten wordt de retaildynamiek voor merkfabrikanten almaar complexer. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26514,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-26516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cData geven de controle terug aan trade marketeers\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Voor merkfabrikanten is het een hele klus om assortimenten, prijzen en promoties in hun categorie te monitoren bij offline en online retailers. 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