Transforming your syndicated data into business insight
CRMA is IRI’s term for the overall geographic area in which a retailer operates and is typically used to compare performance of a retailer and its competition. The retailer’s own stores make up it’s Trading Area while the CRMA includes all stores physically located within that geography, defined by counties. The CRMA encompasses both a retailer and its competition. […]
“Cume” is short for Cumulative. This is the most comprehensive merchandising measure, taking into account both the reach and frequency of merchandising support. It should always be stated relative to the length of the period you are talking about: “Brand X got 14.2 CWW of Feature in the most recent 52 weeks” or “Category Y got […]
In-store merchandising condition executed by retailers and measured using a sample of audited stores. A Display is a temporary secondary location in the store different from the regular shelf location, usually an endcap or in-aisle display. After 7 weeks, a secondary location is no longer considered temporary. Most commonly used is Display without Feature. Any […]
Measures how much display activity took place during weeks when there was also a feature. You want as much display as possible to happen when features are also happening, as the impact of the 2 tactics together is always higher than when display happens alone, assuming the same price point. Calculated as (weeks of Feature […]
Amount of product sold at retail expressed in dollars. Unit Sales x Avg Price/Unit = Dollar Sales. EQ Sales x Avg Price/EQ = Dollar Sales. Most often used by Sales and Finance, also by Marketing. Good for comparing across categories since dollars are common to everything sold in the store. Reference article: Ways to Measure […]
Elasticity is a key concept when determining how much a change in a business driver results in a change in volume. For simplicity, you multiply the % change in the driver times the elasticity to get the % change in volume. (The formula for applying elasticity can be more complex, especially for pricing, but this […]
