CPG & Retail
Metrics Explained

Activities to drive trial, repeat, and brand equity.

Sales gained on one SKU that are offset by losses on your other SKUs.

Category sales per capita in a market versus national average.

A retailer process to manage product categories as business units.

Percentage of total category sales captured by all brands combined.

A complete count of a population or stores.

A measurable feature of products, shoppers, or stores.

Percent of prior buyers who did not repurchase in the current period.

Warehouse club channel with bulk packs and membership.

A retailer-defined competitive marketing area.

The end user who consumes the product.

A longitudinal dataset of pre‑recruited households reporting UPC‑level purchases (plus demographics) across retailers and channels.

Media evenly scheduled across the period.

A factor held constant to isolate effects.

Ease and speed for the shopper.

Grouping of U.S. counties by population.

Price discounts delivered via code or media.

Buying products from different categories or brands in the same basket.

Percentage of buyers who purchase across multiple categories or brands.

Analysis of how loyal buyers of one category engage with adjacent categories.