Transforming your syndicated data into business insight
In a previous post, I explained the concept of “fair share of distribution” and how you can determine if your brand is getting the distribution it deserves. Now I’ll show you how to quantify the size of that opportunity, for both your brand and the category, if you are getting less than your fair share. […]
We’re delighted to have guest contributor Keith Anderson, vice president, strategy & insights for Profitero, sharing his expertise in ecommerce intelligence. Please direct comments and questions directly to Keith. His contact details can be found at the end of this article. Ecommerce growth is exploding. But what data is really available to CPG companies accustomed to data-driven […]
This is the second in a series of posts that show how you can use your IRI or Nielsen POS database to conduct an annual analysis of all the new products introduced in your category. In this previous post I showed a way to identify the new items in a category, based on distribution. Once […]
Manufacturers are constantly introducing new products. Although you know which new products your own company is introducing and when, it is also important for you to keep informed about your competitors’ activity. Depending on the resources at your company, you can do anything from annual analysis to on-going monthly (or even weekly) tracking. This is […]
Over the last year, we’ve written lots of articles showing you how to use key IRI/Nielsen measures. In this post, I’ll pull together several of those lessons in a step-by-step mini case study. The goal of this analysis is a common one: convince a retailer to increase the number of varieties for our target brand. […]
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” […]
