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Base Weighted Weeks (BWW)
Weeks of promotion weighted by base sales.
Definition
Base Weighted Weeks weight each week of support by baseline volume to reflect impact potential.
How to Calculate
Multiply each supported week by base sales weight, then sum for the period.
Why it Matters
Shows quality of timing, not just count of weeks.
Key Advantages
Rewards support in high-demand weeks.
Example
Two weeks of support in peak season count more than two off-peak weeks.
Use it to
Count weeks weighted by base volume to normalize exposure across time. Apply BWW when comparing periods so high‑base weeks carry proportionate influence.
