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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
Incremental to Brand
Sales gained to the brand, not just shifted within it.
Definition
Incremental to brand excludes cannibalization of your own SKUs when measuring impact.
How to Calculate
Subtract sales lost on sister SKUs from the focal item lift.
Why it Matters
Prevents overstating results.
Key Advantages
Gives a true brand view.
Example
Launch lifts flagship but reduces old size by 50 units, net is 150 incremental to brand.
Use it to
Measure how much incremental volume comes from new or increased sales to the brand after accounting for cannibalization. Use the read to judge portfolio benefit of a tactic.
