Base Weighted Weeks (Part 1 of 2): How Much Trade Promotion Support Are You Really Getting?

We’re delighted to have guest contributors Mark Laceky (President) and Mike Fridholm (SVP, Client Service) from mLogic Consulting introducing one of their favorite measures.  Keep in mind that this article is most relevant for use in more strategic planning and analysis, not necessarily for new users or with retailers.  Their contact details can be found at […]

3 Important Facts About Incremental Volume

Trade promotion evaluation is a big selling point for Nielsen and IRI data.  Both vendors provide a key piece of the promotion evaluation puzzle: estimates of Incremental Volume.  Incremental Volume tells you how much extra volume you sold due to trade merchandising.  Here are a few things you should know about this important but sometimes […]

Subsidized Sales: The Missing Link

Do you debate which IRI/Nielsen measures to include in your trade promotion analysis?  To make the right choice, you need a clear understanding of both your business questions AND the measures themselves.  In my last post, I discussed the important distinction between presence measures and impact measures.  Now I’ll illustrate how these measures tie together […]

Presence vs. Impact: Why Non-Promoted Sales ≠ Base Sales

In my last post, I laid out how Nielsen/IRI define each promotion condition they measure. Today I’ll tackle the difference between promotion presence measures and promotion impact measures.  Understanding this distinction will help you sort through the long list of promotion facts and avoid common errors. In brief, presence measures tell you how much and […]

The Beginner’s Guide to Trade Merchandising Measurement

Trade promotion evaluation is one of the primary reasons CPG companies buy IRI and Nielsen data. At 10-20% of gross sales, trade funds are a big investment for most manufacturers. And even companies that don’t have direct-to-consumer marketing will still often have retailer driven in-store merchandising. IRI and Nielsen databases can include literally hundreds of […]