Transforming your syndicated data into business insight
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 […]
In a recent post, I wrote about the importance of including competitive benchmarks in retailer category assessments. In this post, I’ll build on this concept by showing you how to construct an Opportunity Gap Analysis. This analysis examines whether the retailer is getting its fair share of category sales, compared to competitors. And, more importantly, […]
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. […]
Many CPG manufacturers invest in Nielsen and IRI data to create category assessments for individual retailers. These analyses are one component of the category management process. The most compelling and accurate category assessments compare individual retailers against their competitors. And the best benchmark for this comparison is the Nielsen or IRI “remaining market.” The remaining […]
Are you confused by the terms “xAOC” or “MULO?” Do you wonder what happened to FDMx? (Do you even know what FDMx is?) This post will clear things up for you! These are the terms that IRI and Nielsen use for their multi-channel markets. These markets are designed to provide an estimate of sales across […]
