Transforming your syndicated data into business insight
Census could be referring to U.S. census regions or divisions. But if census is used in reference to a specific retailer, it means Nielsen/IRI receives data for ALL that retailer’s stores. So there is no need to project from a sample – they have everything and can simply report it out without adjustment. An example […]
See Attribute.
CRMA is IRI’s term for the overall geographic area in which a retailer operates and is typically used to compare performance of a retailer and its competition. The retailer’s own stores make up it’s Trading Area while the CRMA includes all stores physically located within that geography, defined by counties. The CRMA encompasses both a retailer and its competition. […]
“Cume” is short for Cumulative. This is the most comprehensive merchandising measure, taking into account both the reach and frequency of merchandising support. It should always be stated relative to the length of the period you are talking about: “Brand X got 14.2 CWW of Feature in the most recent 52 weeks” or “Category Y got […]
In-store merchandising condition executed by retailers and measured using a sample of audited stores. A Display is a temporary secondary location in the store different from the regular shelf location, usually an endcap or in-aisle display. After 7 weeks, a secondary location is no longer considered temporary. Most commonly used is Display without Feature. Any […]
Measures how much display activity took place during weeks when there was also a feature. You want as much display as possible to happen when features are also happening, as the impact of the 2 tactics together is always higher than when display happens alone, assuming the same price point. Calculated as (weeks of Feature […]
