Transforming your syndicated data into business insight
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? […]
I was recently purging some old files. I found a long-buried gem, from my IRI days, that I want to share with you. These words of wisdom came from my all-star manager, Linda Abraham. Linda went on to co-found Comscore and is now an investor and advisor to tech companies. Note: when Linda crafted her […]
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 to […]
We analysts love nothing better than digging through piles of data. But, when it comes to communicating our insights, less is more. Note: In this article, I focus on charts in the form of slides but many of my design recommendations would also apply to dashboards or more complex visualizations. To increase the odds of […]
In my previous blog post, I described two ways to customize your Nielsen/IRI product data by renaming and grouping product values. In a continuation of that post, I’ll now describe a third way of customizing your data—by creating new attributes. 3. Create New Attributes We’re all accustomed to creating new measures, like dividing dollars by units […]
The “syndicatedness” of IRI/Nielsen data is one thing that makes it so powerful. Think about it: IRI and Nielsen capture, label and organize millions of product transactions across hundreds of retailers and then distribute a comprehensive dataset set to thousands of businesses. As a result, everyone can start with the same data, making it easier […]
