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Track business performance against key competitors at every stage of the product lifecycle.
SOLUTIONS
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.
SOLUTIONS
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TERM
Incremental to Category
Sales that grow the category, not just brand switching.
Definition
Incremental to category excludes share shifts from rivals to your brand.
How to Calculate
Compare category sales before and after, control for seasonality.
Why it Matters
Retailers value category growth.
Key Advantages
Shows true expansion of demand.
Example
Promo adds 300 units to the category total.
Use it to
Determine the extent to which incremental volume expands the overall category rather than shifting share among brands. Size category contribution to estimate total market effect.
