Transforming your syndicated data into business insight
The number of items, on average, that a retailer carries of a category, segment, brand, etc. For example, if a brand is made up of 7 different items (SKUs), the average store that carrries the brand at all may have 4.8 items. This measure is usually available in a Nielsen database, while IRI calls it […]
See Average Items Carried.
What a shopper pays, on average. Calculated as Total Dollars/Total Volume (or / Total Units). Note that nobody really pays this price, since it is a blend of promoted and regular prices.
Best measure to use for the “regular” price a shopper pays when a product is not on sale. This is derived from Base $ / Base Units (or / Base Volume), so includes all stores every week whether or not the product is on sale. Because Base Price includes all stores, it is usually a […]
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 […]
Base Weighted Weeks is a measure of the amount of trade promotion support received. It is a lot like Cume Weighted Weeks (CWW) but takes into account the importance of individual stores to sales of the specific product. Read this article for more detail on BWW.