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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
Retailer Marketing Area (RMA)
A retailer-defined geographic planning area.
Definition
RMA groups stores and ZIP codes into a planning area for trade and media.
How to Calculate
Use the retailer's RMA mapping for reports and tests.
Why it Matters
Aligns tactics with retailer's structure.
Key Advantages
Improves negotiation and execution.
Example
Run a test in the Atlanta RMA.
Use it to
Define the geographic area used by a retailer for planning and reporting. Compare performance inside and outside the RMA to locate local strengths or gaps.
