Transforming your syndicated data into business insight
If you are a CPG company with significant trade promotion spending, you probably already buy IRI/Nielsen data or are seriously considering it. Both IRI and Nielsen measure Incremental Volume: how much extra volume you sold due to trade merchandising. If you’re not sure what incremental volume is, read this first. If you’ve already got the […]
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 […]
Do you debate which Circana/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 […]
Sometimes you want to know total ACV for a retailer (in other words, not just how much they’re selling in your category, but how much they’re selling in the entire store). You need this number to assess trading area trends or to find out whether the retailer is getting their fair share of sales for […]
One of our readers in the UK asked the following question after my recent posting on the different sales measures: “How can I calculate equivalized sales? If there is a formula for that, can you please send it to me?” If you have a custom database, then you probably already have EQ sales as a measure, so you don’t […]
Assume there are 4 brands in your category at Retailer X, with dollar sales growth as shown in the graph below. Which brand would you say is performing the best? How about the worst? Since this is not a trick question, Brand A is performing best with dollar sales growing the fastest, at +6% vs. […]
