Transforming your syndicated data into business insight
In this previous post I explained how to quantify the size of the opportunity for both your brand and the category if you are getting less than your fair share of distribution. This time I will show how to quantify the impact of getting your brand into more stores, regardless of your current share of […]
In a previous post, I explained the concept of “fair share of distribution” and how you can determine if your brand is getting the distribution it deserves. Now I’ll show you how to quantify the size of that opportunity, for both your brand and the category, if you are getting less than your fair share. […]
We’re delighted to have guest contributor Keith Anderson, vice president, strategy & insights for Profitero, sharing his expertise in ecommerce intelligence. Please direct comments and questions directly to Keith. His contact details can be found at the end of this article. Ecommerce growth is exploding. But what data is really available to CPG companies accustomed to data-driven […]
This is the second in a series of posts that show how you can use your IRI or Nielsen POS database to conduct an annual analysis of all the new products introduced in your category. In this previous post I showed a way to identify the new items in a category, based on distribution. Once […]
Manufacturers are constantly introducing new products. Although you know which new products your own company is introducing and when, it is also important for you to keep informed about your competitors’ activity. Depending on the resources at your company, you can do anything from annual analysis to on-going monthly (or even weekly) tracking. This is […]
Over the last year, we’ve written lots of articles showing you how to use key IRI/Nielsen measures. In this post, I’ll pull together several of those lessons in a step-by-step mini case study. The goal of this analysis is a common one: convince a retailer to increase the number of varieties for our target brand. […]
