Transforming your syndicated data into business insight
If you’ve worked with CPG data for a while, you probably know that incremental volume estimates can fluctuate and look a little funky (especially in weeks with little or no trade promotion). I wrote a post about this phenomena a few weeks ago. As I stated then, usually these fluctuations are small relative to total volume […]
If you are a CPG company with significant trade promotion spending, you probably already buy IRI/Nielsen data or are seriously considering it. Both IRI and Nielsen measure Incremental Volume: how much extra volume you sold due to trade merchandising. If you’re not sure what incremental volume is, read this first. If you’ve already got the […]
Trade promotion evaluation is a big selling point for Nielsen and IRI data. Both vendors provide a key piece of the promotion evaluation puzzle: estimates of Incremental Volume. Incremental Volume tells you how much extra volume you sold due to trade merchandising. Here are a few things you should know about this important but sometimes […]
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 […]
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 […]
Recently, we received a question from a reader who was puzzled because he was seeing negative numbers for subsidized volume. If you’ve also wondered about this, take a look at his question and our answer. If you don’t know what we’re talking about, you might be interested in this post all about Subsidized Volume. […]
