KEENALYTIX – PRICING DECISION SCIENCE
Pricing decisions that hold over time
Most companies don’t have a pricing problem. They have a decision problem. Pricing Decision Science turns pricing, promotion and monetization into a profitable system, not a series of reactive and unproductive calls.
BUILT FOR
C-Suite, VP, Director
FUNCTIONS
Finance, Marketing, Operations, Product Management
OUTCOME
100-300+bps in gross margin with no volume loss, consistently
COMPANIES THAT CALL US
When a pricing decision collapses
Three different situations. The same underlying problem: the absence of a system that makes decisions hold up under their own weight.
DECISION PROBLEM
We don’t know what to do
The stakes are high. The downside is unclear. The company wants confidence and doesn’t have it yet.
LEAKAGE PROBLEM
We think we broke something
Each call is defensible in isolation. None of them compound. Everything resets.
SIGNAL PROBLEM
We don’t know what’s happening
Numbers moved. Causation didn’t. The outcome is not fully understood, and the next decision is already arriving.
WHAT’S AT RISK
Bad pricing decisions don’t fail immediately. They accumulate.
The cost of indiscipline isn’t a single bad call. It’s the slow loss of control over your own pricing logic, leading to millions of dollars of revenue and profit erosion.
Margins erode.
Discount becomes the default. The everyday price loses its ability to anchor.
Promotions get harder to unwind.
Customers price the discount, not the product. Retracting it costs more than running it ever did.
Customers adapt in ways you can’t reverse.
Behavior gets baked in. The brand’s commercial logic moves out of your hands.
Over time, the business loses control of its pricing logic.
THE SYSTEM
Decisions that hold come from structure, not instinct.
Three pillars. Three phases. The asymmetry is intentional: the best pricing decisions are the ones that are well-prepared. Most of the work happens before and during the decision, not after. Most companies have fragments, very few have a system.
Discipline over multiple cycles = compounding pricing decisions.
The system improves with every decision made inside it.
THE SCIENCE
Pricing decisions are classification problems under uncertainty.
Our proprietary Pricing Decision Science system blends advanced analytics and qualified judgement to give the right decision. Consistently.
Anchored in your business reality.
We start with your business context, strategy and constraints, then design your pricing decision system accordingly.
Powered by data and analytics.
Predictive price elasticity. Segmentation models. Optimization algorithms. All running in the background…and always constrained by your business rules.
Driven by your decision needs.
The system gives you actual pricing decisions and actions you can implement immediately.
HOW IT WORKS
From reactive decisions
to disciplined systems.
Three ways to engage. The first answers a question. The second builds the structure. The third makes it durable.
2 WEEKS
Stress Test
Evaluate one high-stakes decision.
Take a single decision you’re sitting on and run it through the framework. You leave with a defensible answer and a working method.
YOU LEAVE WITH
- A reasoned recommendation
- A first-pass decision rubric
- A read on systemic gaps
8-12 WEEKS
Decision Science
Build the decision structure.
Governance, Guidance and Surveillance instantiated for your business. Operating model, criteria, cadence: the system itself. With all the science to back it.
YOU LEAVE WITH
- A decision operating model
- Pricing & promotion playbooks
- Guardrails and review cadence
ONGOING
Decision Partner
Improve decisions over time.
Embedded with the team for the calls that matter, throughout the pricing cycle. Your judgment isn’t replaced, it’s sharpened, decision after decision.
YOU LEAVE WITH
- Live and ongoing decision support
- Post-decision surveillance
- Capability built in-house
PROOF
Pricing Decision Science in action. And it works.
Across industries and engagements, the same process, the same results: clear, confident and impactful pricing decisions, made systematically and deliberately.
RESTAURANTS
How Decision Science Turned a Coffee Chain From Follower to Leader
From losing 12% in traffic after a bad pricing decision to consistently leading its category and pleasing its shareholders. Achieved over 36 months by combining advanced analytics with structured decision-making.
APPAREL
The Price Increase Worked. The Problem Was Everything Around It.
Volume was down 15% after a price increase. Everyone was ready for deep markdowns. But pricing had nothing to do with it and volume eventually recovered. A good example of why you should track your pricing decisions over time.
DTC
The Growth Was Already There. Pricing and Promotions Were Hiding It.
Across-the-board price increases on one hand. Overly aggressive promotions on the other. A poorly designed loyalty program in the middle, and shipping fees waived half of the time. The business was growing despite itself. We changed that.
“Fred’s work was instrumental in guiding two company wide price increases. Both times, profits grew as expected without negative impact to customer traffic. The benefit flowed directly to the bottom line.” (VP Strategy, Fast Casual)
ABOUT
Built by Fred Puech
PhD economist. Pricing decision scientist. Advisor to executive teams across restaurants, retail, DTC, and private equity.
Over the past two decades, Fred has helped dozens of leadership teams navigate price increases, promotional complexity, and high-stakes monetization decisions, turning pricing from a reactive function into an operating discipline.
What clients hire him for:
- When a price increase backfired
- When promotions start eroding margin
- When leadership wants confidence before making the call
- When a strategic change in direction is needed
Fred Puech, PhD
Pricing Decision Scientist
Keenalytix Founder
If pricing decisions matter, they need to hold. Most don’t.
Bring one decision you’re sitting on. We’ll run it through the Pricing Decision Science framework together. No decks. No pitch. A working session that ends with a sharper call than the one you walked in with.
FORMAT
60-minute working session, online.
PREP
Bring one decision (pricing or promo) and the data you have on it. Even if you’re just getting started.
AFTER
You will walk out of the call with more clarity about your decision and a plan to make it happen.