In the past, marketers have been constrained by decades-old approaches and the limitations of hand cranked statistics. Spreadsheets just won’t cut it any more. With the advent of data science oriented technologies and repositories, new mathematical approaches, and machine learning we can now run thousands of iterations to accurately identify and attribute sales to marketing efforts on a much larger set of predictor and dependent variables. It is helpful to be able to look at TRx, NRx, and NBRx concurrently to hone in on the right course of action. It is just as valuable to be able to run the models as frequently as weekly depending on the lifecycle stage of the brand. Our models can be tweaked after an initial run for additional assumptions and constraints. Sentier provides interactive dashboards that can be used to conduct brand reviews and answer questions.