Transforming your syndicated data into business insight
A database fact/measure that you should not sum over time or market or product is often called “non-additive”. This is a common database term, not specific to CPG data. Dollar and unit sales are both additive. By contrast, distribution and price are non-additive. For example, if one upc has 30% distribution and another upc also […]
Price paid by shoppers only in stores where the product is not on sale. Calculated as Non-Promoted $ / Non-Promoted Units (or Non-Promoted Volume). We do not recommend using this, but Base Price instead. Reference article: Why You Should (Almost) Never Look At Non-Promoted Price.
Amount sold in stores with no merchandising present that week. Major use is when quantifying trade costs. For other analyses, Base Sales will probably be the better measure to use.
See % Stores Selling.
Penetration is a panel data measure. It is the % of households that have purchased a product, or shopped in a certain channel or retailer. Higher is better and 100% penetration is as good as it gets. In Nielsen the fact is called Item Penetration (for specific categories/brand/products) or Shopper Penetration (for channels/retailers). In […]
Usually calculated as (this year – year ago) / year ago. Should not be used for measures that are already expressed as a %.