Consumer goods (CG) manufacturers spend millions of dollars on marketing, with a large portion of that going to trade funds. It is generally accepted that on average, 20 percent of revenues go to trade funds, and unfortunately, most companies do not have a good handle on their return for that investment. Oftentimes, companies run the same promotions year after year without understanding success or failure for individual programs. This is one area where technology could absolutely help in tracking those dollars and analyzing profitability and effectiveness of spend, but the majority or companies, particularly SMB firms, run trade programs with spreadsheets.","alternateLabel":"Research","whitePaperDocument":"/secure-file/8953","metatags":{"title":{"#tag":"meta","#attributes":{"name":"title","content":"Trade Fund Spending | Research | Consumer Goods Technology (CGT)"}},"description":{"#tag":"meta","#attributes":{"name":"description","content":"Consumer goods (CG) manufacturers spend millions of dollars on marketing, with a large portion of that going to trade funds. It is generally accepted that on average, 20 percent of revenues go to trade funds, and unfortunately,"}},"abstract":{"#tag":"meta","#attributes":{"name":"abstract","content":"Consumer goods (CG) manufacturers spend millions of dollars on marketing, with a large portion of that going to trade funds. It is generally accepted that on average, 20 percent of revenues go to trade funds, and unfortunately, most companies do not have a good handle on their return for that investment."}},"keywords":{"#tag":"meta","#attributes":{"name":"keywords","content":"Custom Research, October 2007, Sales And Marketing"}},"og_site_name":{"#tag":"meta","#attributes":{"property":"og:site_name","content":"Consumer Goods Technology"}},"og_type":{"#tag":"meta","#attributes":{"property":"og:type","content":"Whitepaper"}},"og_url":{"#tag":"meta","#attributes":{"property":"og:url","content":"https://consumergoods.com/trade-fund-spending"}},"og_title":{"#tag":"meta","#attributes":{"property":"og:title","content":"Trade Fund Spending"}},"og_image_0":{"#tag":"meta","#attributes":{"property":"og:image","content":"https://assets1.consumergoods.com/styles/primary_articles_short/s3/CGT_Clarkston_1007_cover.jpg?itok=mc7brahH"}},"og_image_url_0":{"#tag":"meta","#attributes":{"property":"og:image:url","content":"https://assets1.consumergoods.com/styles/primary_articles_short/s3/CGT_Clarkston_1007_cover.jpg?itok=mc7brahH"}},"og_image_type":{"#tag":"meta","#attributes":{"property":"og:image:type","content":"image/jpeg"}},"og_image_width":{"#tag":"meta","#attributes":{"property":"og:image:width","content":"655"}},"og_image_height":{"#tag":"meta","#attributes":{"property":"og:image:height","content":"368"}},"og_updated_time":{"#tag":"meta","#attributes":{"property":"og:updated_time","content":"2021-12-08T12:34:52-0600"}},"twitter_cards_type":{"#tag":"meta","#attributes":{"name":"twitter:card","content":"summary_large_image"}},"twitter_cards_title":{"#tag":"meta","#attributes":{"name":"twitter:title","content":"Trade Fund Spending"}},"twitter_cards_image":{"#tag":"meta","#attributes":{"name":"twitter:image","content":"https://assets1.consumergoods.com/styles/primary_articles_short/s3/CGT_Clarkston_1007_cover.jpg?itok=mc7brahH"}},"schema.org":{"schema_article_type":{"#tag":"meta","#attributes":{"name":"@type","content":"Article","group":"schema_article","schema_metatag":true}},"schema_article_article_body":{"#tag":"meta","#attributes":{"name":"articleBody","content":"Consumer goods (CG) manufacturers spend millions of dollars on marketing, with a large portion of that going to trade funds. It is generally accepted that on average, 20 percent of revenues go to trade funds, and unfortunately, most companies do not have a good handle on their return for that investment. Oftentimes, companies run the same promotions year after year without understanding success or failure for individual programs. This is one area where technology could absolutely help in tracking those dollars and analyzing profitability and effectiveness of spend, but the majority or companies, particularly SMB firms, run trade programs with spreadsheets.","group":"schema_article","schema_metatag":true}},"schema_article_headline":{"#tag":"meta","#attributes":{"name":"headline","content":"Trade Fund Spending","group":"schema_article","schema_metatag":true}},"schema_article_name":{"#tag":"meta","#attributes":{"name":"name","content":"Trade Fund Spending","group":"schema_article","schema_metatag":true}},"schema_article_about_0":{"#tag":"meta","#attributes":{"name":"about","content":"Sales & Marketing","group":"schema_article","schema_metatag":true}},"schema_article_date_published":{"#tag":"meta","#attributes":{"name":"datePublished","content":"Tue, 10/23/2007 - 19:00","group":"schema_article","schema_metatag":true}},"schema_article_date_modified":{"#tag":"meta","#attributes":{"name":"dateModified","content":"Tue, 10/23/2007 - 19:00","group":"schema_article","schema_metatag":true}}}},"teaserImage":{"id":899,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/CGT_Clarkston_1007_cover.jpg?itok=U1Pgc9cT","width":100,"alt":null,"height":136},"heroImage":null,"heroImageSrcset":null,"sponsored":false,"sponsorship":{"overrideAds":null},"businessTopic":[],"contentType":[],"company":[],"marketSegment":[],"topics":[{"id":27,"name":"Sales & Marketing","url":"/sales-and-marketing"}],"contentParagraphs":null,"sections":null}; const country = "US"; const language = null; const SITE_LANGUAGE = "en"; const siteName = "Consumer Goods Technology"; const userRoles = ["anonymous"]; const userUid = 0; const indexName = "CG"; const title = "Trade Fund Spending | Research | Consumer Goods Technology (CGT)"; window.dataLayer = window.dataLayer || []; const data = {}; data.entityTaxonomy = {}; const contentTypes = [ "article", "blog", "bulletin", "embed_page", "landing_page", "event", "image", "page", "product", "whitepaper", "video", "tags", ]; if ( routeInfo && "bundle" in routeInfo && contentTypes.includes(routeInfo["bundle"]) ) { data.entityBundle = routeInfo.bundle; data.entityTitle = title || `${routeInfo.title} | ${siteName}`; data.entityId = routeInfo.id; data.entityName = routeInfo.author?.uname; data.entityCreated = routeInfo.created; data.sponsored = routeInfo.sponsored; data.sponsor = routeInfo.sponsoringCompany; data.entityType = "node"; data.entityLangcode = SITE_LANGUAGE; data.siteName = siteName; data.drupalLanguage = language; data.drupalCountry = country; data.userRoles = userRoles; data.userUid = userUid; data.entityTaxonomyKeys = {}; data.entityTaxonomyHierarchies = {}; data.parentNaicsCode = {}; data.isPro = false; data.algoliaIndexName = indexName; // Add toxonomy data const taxonomies = { businessTopic: "business_topic", contentType: "content_type", company: "company", marketSegment: "market_segment", }; const getHierarchy = (term, terms = []) => { terms.push({ id: term.id, name: term.name }); if (term.parentTerm != null) { getHierarchy(term.parentTerm, terms); } return terms; }; const getTerms = (term, useApiId = false) => { return { id: useApiId ? term.apiId : term.id, name: term.name }; }; const getKeys = (term) => { return { id: term.id, name: term.apiId }; }; Object.entries(taxonomies).forEach(([key, item]) => { terms = routeInfo[key]; if (terms && terms.length > 0) { data["entityTaxonomy"][item] = terms.map((term) => getTerms(term, key === "company") ); if (key !== "company") { data["entityTaxonomyKeys"][item] = terms.map(getKeys); termGroups = []; terms.forEach((term, termInd) => { termGroups[termInd] = getHierarchy(term); }); data["entityTaxonomyHierarchies"][item] = termGroups; } } }); data["entityTaxonomy"]["tags"] = routeInfo["topics"] || []; // Primary Topic is either the business topic or the top tag. if (routeInfo["businessTopic"]?.length > 0) { data["entityPrimaryTopic"] = routeInfo["businessTopic"][0]["name"]; } else { if (routeInfo["topics"]?.length > 0) { data["entityPrimaryTopic"] = routeInfo["topics"][0]["name"]; } } // Primary and secondary entityNaicsCodes come from the MarketSegment if (routeInfo.marketSegment?.length > 0) { data.entityNaicsCode = {}; data["entityNaicsCode"]["id"] = routeInfo["marketSegment"][0]["id"]; data["entityNaicsCode"]["name"] = routeInfo["marketSegment"][0]["naicsCode"]; if (routeInfo["marketSegment"][0]["parentTerm"] != null) { data["parentNaicsCode"]["id"] = routeInfo["marketSegment"][0]["parentTerm"]["id"]; data["parentNaicsCode"]["name"] = routeInfo["marketSegment"][0]["parentTerm"]["naicsCode"]; } } else { data.entityNaicsCode = []; } if (routeInfo.taggedPro) { data.isPro = routeInfo.taggedPro; } window.dataLayer.push(data); } else if (routeInfo && "vid" in routeInfo) { data.entityBundle = "tags"; data.entityTitle = routeInfo.name; data.entityId = routeInfo.id; data.entityName = routeInfo.author?.uname; data.entityCreated = routeInfo.created; data.entityType = "taxonomy_term"; data.entityLangcode = SITE_LANGUAGE; data.siteName = siteName; data.sponsored = routeInfo.sponsored; data.sponsor = routeInfo.sponsoringCompany; data.drupalLanguage = language; data.drupalCountry = country; data.userRoles = userRoles; data.userUid = userUid; data.algoliaIndexName = indexName; data["entityTaxonomy"]["tags"] = { id: routeInfo["id"], name: routeInfo["name"], }; window.dataLayer.push(data); } })();