Transforming your syndicated data into business insight
How you present your analysis is at least as important as the numbers themselves. One of the most basic measures to gauge how well your business is doing is share, what portion of category sales your brand accounts for. Of course, higher is better and the sum of shares for all brands in […]
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 […]
There may be an opportunity to increase sales at some retail customers by making sure that you are getting your fair share of distribution. The basic concept is that if your brand has, say, a 25% share of category dollar sales then it should also have at least a 25% share of the category distribution. […]
In my last post, I laid out how Nielsen/IRI define each promotion condition they measure. Today I’ll tackle the difference between promotion presence measures and promotion impact measures. Understanding this distinction will help you sort through the long list of promotion facts and avoid common errors. In brief, presence measures tell you how much and […]
Trade promotion evaluation is one of the primary reasons CPG companies buy IRI and Nielsen data. At 10-20% of gross sales, trade funds are a big investment for most manufacturers. And even companies that don’t have direct-to-consumer marketing will still often have retailer driven in-store merchandising. IRI and Nielsen databases can include literally hundreds of […]
We have already discussed 2 key measures relating to distribution: % ACV Distribution and Average Items Carried. For product aggregations above the item level, % ACV Distribution provides a measure of distribution breadth and Average Items Carries covers depth. But what if you want to have one measure that summarizes distribution, taking into account both […]
