2. Overview
Welcome to MarketTrack 101. This presentation will
explore aspects of the Nielsen MarketTrack product
including:
► Examples of how MarketTrack can help you in your
roles at Key Account managers
►An explanation of what is Nielsen MarketTrack
► An overview of ways in which dimensions of the
MarketTrack data can be applied
►A review of key data facts
3. What
happened?
Why did it
happens?
What is
currently
happening?
What will
happen?
How can MarketTrack data help you?
► As a key account manager, MarketTrack data can help
you in many ways to understand past, present and future
health of your brands
Examples:
• Losing Vol share
in region
• Low brand
growth compared
to competitors
Examples:
• Result of
competitor price
changes?
• Loss of
distribution
• Competitor
marketing
activities?
Examples:
• How is the
category growing?
• How are brands
doing?
• Is innovation
driving the
category?
• What are our
competitors price
strategy?
Examples:
• Based on
previous history
what will our
brand health be
going forward?
4. So what is MarketTrack?
► MarketTrack is the industry standard for measuring
and understanding the performance and dynamics of
consumer packaged goods (CPG) sales
►It provides continuous tracking of product sales to
consumers, combining retailer point-of-sale census and
projected data with manufacturer shipment data, direct
store delivery data and household panel data to provide
clients with a complete representation of the retail
universe
5. Where is the data sourced?
MarketTrack data is sourced from two main areas:
6. 4 main dimensions
► Nielsen MarketTrack
offers a multi-dimensional
set of views across the data
it provides.
► Each view lets an
individual focus on the data
he or she needs to solve a
specific business problem.
► These views, defined in
four common dimensions,
can be combined in a nearly
infinite number of ways.
MarketTrack
Products Markets Periods Facts
7. Product dimension
► The product
dimension is
represented as a
hierarchy. Each level
in the hierarchy
represents a certain
level of detail about a
product or set of
products
Category
Brand
Segment
UPC
8. Market dimension
► The market
dimension is also
represented by a
hierarchy and is a
combination of
regional locations
and channels
Grocery
150M
+
Drug
1M+
MM
Zellers/
WM
GM
+ WC
G&C Total
9. Sampling & Projection
►Nielsen data is collected within
various markets, as defined by
geography but not all data is
available
►As a result, data is collected
from a subset, or sample, of the
complete set of stores or
households and is then projected
to estimate the complete set
►For certain channels where POS
data is not available other data is
used
GM
• Homescan
WC
• Homecan
Rem Grocery
(Non-DSD)
• Warehouse
Shipments
Rem Grocery
(DSD)
• Audits
10. Periods
►A period is a measurement of time that expresses
when an event took place. Nielsen uses several
standard reporting periods
Individual weeks
Groups of weeks (4wks, 12wks, 52wks)
4/4/4 periods – 13 groups of 14 wks per year
11. Facts
► All MarketTrack Facts can be broken down into two
classes which are based on the type of information they
measure:
Performance
Measures
Volumes
Share
% Chg
Distribution
Avg A/C
Dist
Dist Pts
Avg #
Items Sold
SPPD
Pricing
Avg Retail
Price
Avg
Regular
Price
Avg TPR
Price
Merchandizing
Weighted
Co-op
- Weighted
Display
1. Performance
Measurement Facts –
Measures volume and
share performance
2. Casual Facts – Explain
the reasons behind the
performance as it
relates to distribution,
pricing or
merchandising activity
Reason why analysis
12. Understanding distribution
► In MarketTrack, to understand how distribution is
calculated, you first need to understand All Commodity
Volume (ACV). ACV is a measure of the total dollar
volume of retail sales for a channel in a given market
► Lets look at an example …
13. Understanding distribution
ACV=$100 ACV=$250
ACV=$150 ACV=$500
Let’s assume our
Universe is made up
for 4 stores
The total vol for all
stores is $1000
However, our
Almond Dream
brand is only sold in
1 store
Using the ACV
information, we can
calculate our AC
Distribution as being
10% (100/1000
Our brand is sold in
stores that account
for 10% of the All
Commodity
► In MarketTrack, to understand how distribution is
calculated, you first need to understand All Commodity
Volume (ACV). ACV is a measure of the total dollar
volume of retail sales for a channel in a given market
► Lets look at an example …
14. A/C Dis
50%
60%
75%
100%
Understanding distribution
► A/C Distribution is not based on store count, but on the importance of
stores in which the product is sold. This is a more accurate measure of a
product’s availability as not every store is equal. Store image, population
density and store size can all impact the importance of a store
Some stores sell more than one
item, but the brand receives
only one credit regardless of the
number of items sold in that
store. In this way, distribution
measures the breadth of
availability
15. Distribution Points (TDP)
► Distribution points are used to measure both a
brand’s breadth and depth of availability. It is calculated
by adding the A/C Distribution of all a brand’s items in a
given market for a given period of time
Brand A/C Dist Distibution Points
Brand A 80 350
Brand B 80 220
16. Average Items Sold
► Average Items Sold provides an estimate of how many
items within a brand’s portfolio are sold in the average
store. It is calculated by dividing a brand’s distribution
points with the brand’s A/C Distribution.
For example, a brand has 5 items with the following A/C Distribution:
1. Mint Toothpaste 50
2. Whitening Toothpaste 80
3. Cool Mint Toothpaste 30
4. Cherry Toothpaste 20
5. Nighttime Toothpaste 75
Total dist. Points = 255 and the brand’s A/C Distribution is 80%. So, it’s average items sold
is 255 / 80 = 3.2.
Note: Marketing Comparisons over time allows us to understand if retailers are delisting
or listing our items
17. SPPD (calculate sales/Avg AC Dist)
► Sales Per Point of Distribution measures velocity—
how fast the product moves in locations where it’s
available.
►It is typically used to support listing or delisting stories.
For example, if one of my key items is not fully
distributed, but sells at a faster rate versus one of my key
competitors, this suggests there may be an opportunity
to increase the distribution for our item at the expense of
our competitor
$ Rank Vol Dist SPPD
1 10,000 80 125
8 9,000 30 300
18. Average Items Sold
►In MarketTrack there are two facts which help us to
measure the level of trade support given to our brands.
They include Weighted Coop and Weighted Display
Weighted Coop is calculated by
multiplying coop distribution by
coop frequency. In a four week
period, the maximum Weighted
Coop would be 400—the product
is on ad all four weeks and the ad
was available in all stores
On it’s own it doesn’t mean a
lot—it needs to be
benchmarked to previous levels
or to competitors in order to
understand its possible impact
on sales. For example an
increase in Weighted Coop
associated with an increase in
volume suggests the increase in
flyer activity helped the brand
grow
Weighted Display is calculated
similarly to a weighted coop
(Display Distribution x Display
Frequency). In a four week
period, the maximum Weighted
display would be 400—the
product was displayed in all
stores in all four weeks. Similar
to Weighted Coop, the number
itself is irrelevant and needs to
be benchmarked to previous
levels or to competitors in
order to understand the
possible impact on sales.
For example, a decrease in
Weighted Display associated
with a decline in volume
suggests fewer displays hurt the
brand’s performance.
Please note that a display is
considered a display for only 12
weeks; on the 13th week it
would be considered a
permanent location
19. Questions
If you have any questions
or would like some
assistance in development
of Nielsen Workstation
templates please contact:
Zack Isaac
zack.isaac@analyticin.com
