Transforming your syndicated data into business insight
Recently, I wrote about a Nielsen chart illustrating consumer behavior in the U.S. during the COVID-19 pandemic. In this post, I’ll show these same metrics from another panel provider: Numerator. Numerator (formerly known as InfoScout) gathers their panel data by having panelists take photos of physical receipts and provide access to their e-receipts. That’s a […]
As I shared recently, there is a wealth of free, public information coming out from data providers on consumer behavior during these crazy times. In this post, I’ll highlight, explain, and critique a chart published by Nielsen. Next week, I’ll share a similar chart from Numerator. Taking it back a step, what is panel data? […]
In these uncertain times, you’re probably asking (or being asked) questions like: What will the business look like for the rest of the year? Will it get back to normal and, if so, when? Will there be a “new normal” and what will that look like? Of course, there is no one right answer to […]
I was recently purging some old files. I found a long-buried gem, from my IRI days, that I want to share with you. These words of wisdom came from my all-star manager, Linda Abraham. Linda went on to co-found Comscore and is now an investor and advisor to tech companies. Note: when Linda crafted her […]
Marketers need to paint a picture of their buyers, humanizing them and understanding their preferences. This is not only important for general messaging but also necessary for target marketing. Syndicated household and shopper panel data is an excellent tool for helping to understand consumer characteristics. Not familiar with this panel data? You may want to […]
Let’s start with stating the obvious: Shoppers cannot buy your products if they are not available where they shop. Even though your brand may have 12 different items in its product line, not every retailer carries every item. You can identify which retailers sell which items using a relatively straightforward data pull from IRI or […]
