Leveraging the entirety of point of sale and loyalty data collected across a category, as well as additional socio-economic and other supporting data sources, apply statistical modelling to identify the own-price elasticity of demand and cross-price elasticity of demand at regular and promoted price points across Unilever’s portfolio within that category. Subsequently measuring the promotional cannibalization of Unilever’s temporary price reduction activities across the market to assess the promotional events with the highest return on investment and revenue optimization potential.