Is It Your Brand or the Market?

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.