Methods and apparatus for creating a promotional event calendar are provided. A sales model and a cost model are created The value of offers and promotional events using the sales model and cost model is determined. Combinations of offers and promotional events based on determined value are selected to create a promotion event calendar subject to the conditions from at least one store. The apparatus includes an econometric engine for modeling sales as a function of price to create a sales model, a financial model engine for modeling costs to create a cost model, a promotional engine coupled to the econometric engine, and financial model engine to receive input from the econometric engine and financial model engine. The promotional engine analyzes a plurality of offers and a plurality of promotional events to optimally match offers with promotional events to create a promotional event calendar.