Transforming your syndicated data into business insight
Need to get up to speed on household panel data? Wondering where to start? If you’re not sure where Nielsen and IRI panel data comes from, start with our panel overview post. If you’re ready to dig into the data, read on. Here’s what you’ll learn in this post: Definitions for four key […]
Key measure of the health of the business. Amount that would have been sold if there was no merchandising. Drivers of base sales (sometimes called base volume) are distribution, regular price, advertising, consumer promotions, competition, consumer trends. Base sales are derived from weighting and smoothing the sales in non-promoted stores for the weeks before and after each […]
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 […]
Physical volume of product sold at retail expressed in a common unit relevant to the category. Use when comparing products of different sizes. Some common EQ units are pounds (LBS), gallons, ounces, cases. Most often used by Operations, also by Marketing and Sales. Reference articles: How Do I Calculate EQ Sales, Ways To Measure Sales.
Key measure of what you received for trade dollars spent. Extra amount that was sold because there was merchandising. Drivers of incremental volume are the quantity and quality of merchandising support. Note that not all promoted volume is incremental – see Merchandising Efficiency. Derived as (Total Sales – Base Sales). Reference articles: Incremental Volume Unveiled, […]
Key measure of performance vs. the competition. How much category or segment sales are captured. Calculated as (Brand Sales / Category Sales). Can also have different things in the numerator (flavors, sizes, health breaks, etc.) or the denominator (segment, etc.).