Volume Decomposition, Part 3: Impact of Pricing

This is the third in a series of posts on quantifying the impact of business drivers on sales volume.  Please review this post for an overview of this very useful analytical technique that helps answer the question Why did our volume change? This … [Continue reading]

Volume Decomposition, Part 2: Impact of Distribution

This is the second in a series of posts on quantifying the impact of business drivers on sales volume.  Please review this post for an overview of this very useful analytical technique that helps answer the question Why did our volume change? This … [Continue reading]

Volume Decomposition, Part 1: Why Are Sales Up (or Down)?

Has this happened to you?  Sales of your brand are down vs. the same period last year and management wants to know why.  Sales is saying it’s because there is less advertising this year but Marketing is saying it’s because you’ve lost distribution … [Continue reading]

Six Ways To Reduce Your (Inevitable) Data Errors

What are the three most important qualities of a great data analyst? 1. They know their data inside and out 2. They draw useful conclusions from their data. 3. They deliver accurate information Robin and I have written many articles … [Continue reading]

How to Be a Great Data Analyst

Despite the promise of software vendors that their “methodologies extract meaningful and actionable insights from Big Data,” my experience is that no methodology can substitute for the human brain of an astute analyst. Great data analysts are a rare … [Continue reading]