Built to Measure What Others Miss
Most enterprises are either not measuring their promotional economics — or measuring them wrong. The cost is twofold: growth opportunities never captured, and margin eroding undetected. Promo Physics™ recovers both.
Sanchin Raj
Principal
Promo Physics™ emerged from an observation Sanchin encountered repeatedly inside Fortune 500 environments: promotional performance was measured tactically but never governed economically. The gap between campaign reporting and economic reality was not a matter of better dashboards — it was a failure of rigorous evaluation.
Over time, that observation evolved from advisory insight into a formal economic framework — designed not only to inform decisions, but to operationalize them.
That framework is grounded in more than two decades of cross-disciplinary experience. With a foundation in applied technology — including fifteen years in engineering and early-stage ventures — he went on to earn his MBA from the McCombs School of Business at the University of Texas at Austin and subsequently led advanced analytical work within Fortune 500 environments.
There, he served as an internal advisor to senior executives across consumer and business segments, developing and deploying over one hundred predictive, optimization, and prescriptive models into production — generating more than $1B in total economic value. He holds a BS in Computer Science and Engineering.
He has presented on the economics of causal AI — including the limitations of correlation-based prediction and the imperative of causal inference in business decision-making — at industry conferences including the Causal AI Conference (San Francisco), PMG’s AIvolution series (Austin and Dallas), and Tech Titans (Dallas).
His commitment to clients is not revenue expansion alone, but the creation of governed promotional infrastructure that strengthens enterprise value over time.
HIF Analytics
HIF is an advisory and research firm built around a single conviction: that promotion is a capital allocation system, not a marketing tactic.
Every advisory engagement and every line of research the firm produces is organized around that premise — examining how promotional decisions influence revenue quality, margin integrity, and enterprise value. The Promo Physics™ framework was developed to formalize this discipline.
Advisory. Rigorous economic assessment and promotional system redesign for mid-sized CPG enterprises governed by return on capital, not campaign performance.
Research. Independent analysis of the underlying economics of promotion what decisions cost, what they return, and how those consequences compound over time.
Hindsight. Insight. Foresight
HIF reflects a governing principle: economic growth compounds only when measured accurately, modeled rigorously, and governed with discipline.
It is the foundation from which every client engagement and every research inquiry begins.