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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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Share of Wallet
Percentage of a shopper’s category spend captured by your brand.
Definition
Share of wallet measures how much of a shopper’s total category spending goes to your brand, indicating loyalty and growth potential.
How to Calculate
Divide a shopper’s spend on your brand by their total spend in the category and multiply by 100.
Why it Matters
Shows depth of engagement and helps target efforts to increase loyalty.
Key Advantages
Identifies high-value buyers, supports personalized offers, and improves retention strategies.
Example
If a shopper spends $40 on your coffee brand and $100 on coffee overall, share of wallet is 40 percent.
Use it to
Calculate the percent of a household’s category spend captured by the brand to gauge depth of loyalty. Track changes to understand whether buyers are consolidating or spreading spend.
