Transforming your syndicated data into business insight
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 […]
How you present your analysis is at least as important as the numbers themselves. One of the most basic measures to gauge how well your business is doing is share, what portion of category sales your brand accounts for. Of course, higher is better and the sum of shares for all brands in […]
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 […]
There may be an opportunity to increase sales at some retail customers by making sure that you are getting your fair share of distribution. The basic concept is that if your brand has, say, a 25% share of category dollar sales then it should also have at least a 25% share of the category distribution. […]
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 […]
