TABS Analytics Blog

TABS Group Recognized in Two Gartner Hype Cycles

TABS Group, a leading consumer products goods analytics firm, announced today that it has been included as a “Sample Vendor” in two Gartner Hype Cycle reports: for Consumer Goods, July 21, 2014 by Don Scheibenreif and Dale Hagemeyer and for Customer Analytic Applications, July 30, 2014, by Gareth Herschel and Neil Chandler, both in the Trade Promotion Optimization (TPO) category.

“We are pleased to be recognized by Gartner for all of our efforts and innovation in trade promotion analytics,” said Kurt Jetta, CEO and Founder of Conn.-based TABS Group. “It is not easy getting noticed in this relatively crowded space, so we believe these mentions tell us that we must be doing something right.”

Gartner cited trade promotion optimization technologies such as regression analysis or linear programming as simulating promotional outcomes, including incremental lift, total volume, ROI, and total funds spent on consumer goods marketing and salespeople. There are actually two elements in this technology: simulation and optimization. The former is an interim step to help people with the scenarios, and the latter is more prescriptive. For now, we will include both elements under this entry until they become distinct.

Gartner stated*: “As a practical concept, TPO technologies seek to simulate promotional outcomes based on scenarios for pricing, promotional type (such as display, advertising and secondary display), duration, timing, frequency, specific item and product family. They're available as stand-alone as well as embedded solutions. The embedded solutions are helping accelerate adoption, because stand-alone solutions require two systems: one for the trade promotion, and one for the simulation.”

The hype cycle is a graphical representation of the life cycle stages a technology goes through from conception to maturity and widespread adoption.

The Hype Cycle is a branded tool created by Gartner, an information technology (IT) research and Consultancy company. However, the Hype Cycle’s stages are often used as reference points in marketing and technology reporting. Businesses can use the Hype Cycle to guide technology decisions in accordance with their level of comfort with risk. Each stage of the cycle is associated with its own risks and opportunities.

The Hype Cycle identifies five overlapping stages in a technology’s life cycle: Technology Trigger; Peak of Inflated Expectations; Trough of Disillusionment; Slope of Enlightenment; and Plateau of Productivity. Standards arise for evaluating technology providers.

These reports are available in full at

About TABS Group, Inc.
Operating since 1998, TABS Group, based in Shelton, CT, is a technology-enabled analytics firm. Its mission is to simplify and improve the way analytics are conducted in the consumer products industry. Primary services are TABS CatMan Advantage™, an outsourced category management solution, TABS WorldView™, a global business intelligence tool, and TABS Promo Advantage™, a software and consulting service that helps companies measure, plan and optimize trade spending. Please visit for more information.


* Hype Cycle for Customer Analytic Applications, Dale Hagemeyer, 30 July, 2014

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.