Many people are familiar with the analysis known as a volume decomposition (or due-to) that uses POS data. This allows you to explain a change in sales and attribute gains and losses to specific business drivers like distribution, pricing, trade promotion and some other things. We have a series of posts on this, starting with […]
panel data
More On Panel Data + Shopping Behavior During the COVID-19 Pandemic
Recently, I wrote about a Nielsen chart illustrating consumer behavior in the U.S. during the COVID-19 pandemic. In this post, I’ll show these same metrics from another panel provider: Numerator. Numerator (formerly known as InfoScout) gathers their panel data by having panelists take photos of physical receipts and provide access to their e-receipts. That’s a […]
A Panel Data Case Study: Shopper Behavior During COVID-19
As I shared recently, there is a wealth of free, public information coming out from data providers on consumer behavior during these crazy times. In this post, I’ll highlight, explain, and critique a chart published by Nielsen. Next week, I’ll share a similar chart from Numerator. Taking it back a step, what is panel data? […]
Who Is Your Shopper? Decoding the Panel Data “Demographic” Report.
Marketers need to paint a picture of their buyers, humanizing them and understanding their preferences. This is not only important for general messaging but also necessary for target marketing. Syndicated household and shopper panel data is an excellent tool for helping to understand consumer characteristics. Not familiar with this panel data? You may want […]
Segmenting Shoppers: Not All Shoppers Are Contributing the Same to Your Category Performance
It’s a pleasure to feature this guest post from our colleague and fellow consultant Dan Wasser. Dan’s data expertise and savvy insights derive from long experience with syndicated data and category management in a variety of roles. You can learn more about Dan (and how to contact him) at the end of this article. Robin […]
Size of The Prize: How Much Is It Worth If Shoppers Buy ONE MORE TIME?
This is the second in a series of posts on how to quantify the impact of improving the various elements of consumers’ purchase behavior. These purchase behavior analyses are based on household panel/shopper data (not POS/store data). Take a look at these posts if you need a refresher on this type of data: Overview of […]