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Track business performance against key competitors at every stage of the product lifecycle.
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We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
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TERM
Competitive Retailer Marketing Area (CRMA)
A retailer-defined competitive marketing area.
Definition
Competitive Retailer Marketing Area groups ZIP codes where a retailer competes for media and planning.
How to Calculate
Use the retailer's CRMA map to aggregate sales and KPIs.
Why it Matters
Aligns analysis with how the retailer plans.
Key Advantages
Improves relevance of media and trade plans.
Example
Run a test in the Dallas CRMA.
Use it to
Define a geography that includes a retailer’s stores plus competitors within surrounding counties. Use CRMA to compare account performance to the local competitive set and size share opportunity.
