This is a follow up to this previous post that dealt with why you need to be very careful when comparing manufacturer shipments to retail sales (also called consumption or takeaway or POS data). Once you are sure that 1. periods are aligned properly, 2. geography and product definitions are as close as possible and 3. […]
coverage factor
The Case of the Mismatched Volume: Comparing Shipments and Retail Sales
A common question that arises, especially when your company is new to syndicated retail sales scanner data, is “how come IRI/Nielsen sales data is different than our own shipment data?” This probably comes up most often in the context of forecasting, when you are trying to determine if you are going to “make the numbers” […]