CPG & Retail
Metrics Explained

Instantly redeemable coupon attached to the product.

Delay between an action and its full effect.

Physical placements off the regular shelf.

Extra dollars generated per supported week.

Ranks promotions by their ability to attract new buyers.

Sales above baseline caused by an action.

Units above baseline due to an action.

Sales gained to the brand, not just shifted within it.

Sales that grow the category, not just brand switching.

Time between two measurement windows.

Number of unique SKUs in a brand or category.

Average number of SKUs carried per store.

Start small with one retailer, then grow to more doors and SKUs.

Sales lost outside the target or due to switching.

Visual breakdown of lost sales across causes.

Household life phase used for segmentation.

Percent or unit increase due to a tactic.

Alcoholic beverages category with specific regulations.

Buyers who repeatedly choose your brand.

Syndicated channel that combines multi-outlet retailers.