| causal factor (CRM-FM) |
Product advertising variable that causes or drives sales.
In the trade promotion management (TPM) scenario, the store utilizes consumer-facing causal factors such as display (banner and store magazine), price (discounts and special offers), and product location on store shelves. Forecasting is used to examine the impact of various causal factors and is used to predict future demand.
In the market development funds (MDF) scenario, the reseller or distributor (wholesaler) utilizes causal factors for the definition of additional initiative attributes which may be relevant for claim validation and which may influence claim-related reimbursement rates.