Serious maths, friendly answers
Every drinks brand has to decide what to charge, when to promote and how to handle cost rises. We help you make those calls with evidence from your own sales, explained in plain English and counted in pounds.
What we care about
Answers in pounds
A statistic on its own doesn't help anyone decide. Every result we give comes with what it means for revenue and profit.
Honest about uncertainty
We always show how sure we are. If your data can't support an answer, we tell you that instead of making one up.
Your data stays yours
The free calculator runs on your own computer. For portfolio reports, your data is used for your report only.
Start small, grow when it's useful
Try the calculator on one product. If the answer is useful, we can do the same across your whole range.
One product, your own data, instant answer.
Every product, regional weather, how your products affect each other, and the price moves worth making.
We refresh the numbers before each price change, promotion plan or retailer meeting.
Sam Morgan, founder
Sam has spent years turning sales data into pricing and promotion decisions for consumer brands. datum started from a simple frustration: most price analysis either ignores the weather and the calendar, or hides its answer in a spreadsheet nobody reads. Sam built the tools to fix both, starting with UK drinks.