Transforming your syndicated data into business insight
Both Nielsen and IRI construct retail geographies in consultation with individual retailers. Nielsen calls these geographic areas Trading Areas (TAs). IRI calls them Retailer Marketing Areas (RMAs). A TA/RMA is constructed by county. A TA/RMA can cross state borders. In many cases, Nielsen and IRI will offer multiple TA/RMA options for a particular chain. For […]
Physical volume of product sold at retail expressed in packages. This is the unit that the shopper buys in the store. Use when comparing products of the same size. Most often used by Operations, also in pricing analyses. Also, in some databases, used as a substitute for a volume when no volume measure (e.g. pounds, […]
How fast a product moves, controlling for differences in distribution. Common measures of velocity are Sales Per Point of Distribution(SPPD) and Sales per Million. Here’s a post all about velocity: Velocity: How Your Product Really Sells
Analysis that attributes a change in sales to various business drivers. It quantifies how much of a volume change was due to changes in many different of things that were taking place at the same time. The most common business drivers included in the analysis are distribution, pricing and merchandising. There is almost always an […]
WTD is the abbreviation for Weighted. In syndicated data, weighted measures are available for distribution and promotion (e.g. % ACV Wtd Distribution). The weighting is generally by ACV (All Commodity Volume) which is the total sales for the store across all products. Weighting a measure like distribution means you get more “credit” for distribution in […]
One of the geographies available from Nielsen, it stands for “eXtended All Outlet Combined.” It includes the following channels: Food/Grocery, Drug, Mass Merchandisers, Walmart, Club Stores (BJ’s and Sam’s), Dollar Stores (Dollar General, Family Dollar, Fred’s Dollar), Military DECA (commissaries). Also see MULO. Reference article: Multi-Channel Markets Available from Nielsen & IRI
