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How to Get Driver Analysis Right:

Splitting Brand vs Market Effects Reveals Hidden Revenue

Webinar
 

This hands-on session gives insights and product teams a practical framework for disentangling internal brand execution from external market dynamics. You will learn how to identify which performance drivers, pricing, distribution, rotation, or promotions, are actually responsible for a brand revenue shift, assign monetary value to each, and align your team around the right fix.

Hosted by Harm van der Schans, Consultancy Director at ScanmarQED and nominee for Data Professional of the Year at the Data & Insights Network Awards in both 2025 and 2026. This year Harm is nominated specifically for his work on translating market and commercial data into revenue action for FMCG organizations.

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Why you should watch this webinar

Many teams within FMCG’s are working with the same data but drawing different conclusions. Pricing teams see a pricing problem. Category teams see a distribution problem. Leadership wants an answer by Monday. 

This session gives you a single, structured method to cut through that noise, one that separates what the market did from what your brand controls, assigns a hard number to each driver, and produces a visual output your whole team can align around. 

You will leave with a framework you can apply to your own data immediately, based on real client cases where this diagnostic approach revealed the right lever, and prevented costly action on the wrong one.

What you will learn


  • •How to separate external market effects from internal brand performance and why this single distinction changes which lever your team pulls.
  • •How to quantify the revenue impact of pricing, distribution, and rotation individually, so you can prioritize actions by monetary value rather than assumption.
  • •Why it is important to have the correct data structure and insights in place so that teams can collaborate instead of fight over budget and resources.
  • •How PulseQED's always-on, harmonized data platform enables this type of diagnostics at scale.

Speakers

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Harm van der Schans

Consultancy Director


Speaker
Harm works directly with FMCG clients to translate complex commercial and market data into decisions that drive measurable revenue impact. Before ScanmarQED, he held senior leadership roles at GfK, including Global Market Insights Director and Regional Client Insights Director, where he guided global clients through product launches, distribution strategy, and market trend analysis. He is a nominee for Data Professional of the Year at the Data & Insights Network Awards 2026, recognized for his work on turning market data into commercial action — the exact topic of this session.

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Tessa Holzenbosch

General Manager Mainland Europe


Moderator
Based in Houten, Tessa leads the ScanmarQED operation in Mainland Europe. Passionate about innovation, Tessa combines her expertise in relationships and market insights to drive impactful solutions.

She has a proven track record of working with industry leaders, providing valuable insights, and helping them navigate the fast-paced digital landscape.

Ideal for:

  • Category Managers responsible for explaining performance gaps and recommending recovery actions to commercial leadership.
  • Insights Managers who need to translate market data into decisions that sales and marketing teams can act on.
  • Revenue Optimization Managers working across pricing, distribution, and promotional levers in FMCG organizations.
  • Commercial and Marketing leads in FMCG who are accountable for market share performance and need a faster, clearer diagnostic process.

Frequently Asked Questions

A revenue waterfall is a visual framework that breaks total revenue change into its individual drivers (rotation, pricing, distribution) and assigns a monetary value to each. It shows at a glance where revenue was gained or lost, and which driver had the largest impact. This makes it possible to prioritize recovery actions by size of opportunity rather than by gut feel or internal politics.

This session is designed for category managers, insights managers, revenue optimization managers, and commercial leads in FMCG organizations who are responsible for explaining performance to leadership and recommending where to focus recovery efforts.

The session uses PulseQED, ScanmarQED’s governed commercial data platform, which automates the harmonization of market, retail, and consumer data to deliver always-on revenue diagnostics without manual data preparation.

This is a practical workshop session. Harm van der Schans shares real client cases, works through the framework step by step, and shows how to apply it to your own data context.

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