| Sophisticated Analysis with Minimal Investment
Evaluate advertising copy, advertising weight, coupon value, packaging, product assortment, placement changes and many other marketing variables to improve your decision-making ability. Marketplace Analytics lets you execute your marketing plan on a limited scale before making the decision to proceed with full-scale implementation.
Key Business Issues Addressed
- Which copy or ad weight has the greatest impact on sales velocity?
- What ethnic media program works best?
- Is it more effective to run a coupon drop at $0.50 off one or $1.00 off two?
- Will a Catalina coupon program improve sales and
produce results?
- How can we reduce risk in media spending?
- What is the impact of assortment or product
placement?
Key Benefits
- Avoid Costly Mistakes—Marketplace Analytics provides a cost-effective approach to evaluating alternative marketing plans prior to full-scale implementation.
- Get Results Fast—ACNielsen delivers results quickly by using historical data as the benchmark period so tests can begin immediately and results can be delivered faster.
- Use Adjusted Sales Rate—By adjusting for non-test variables, we ensure the results you get are due to the marketing efforts you applied.
- Assure Market and Store Match—We back our product with the assurance that the market and store match process provide a “laboratory” well suited to test your marketing efforts.
Project Content
When working with ACNielsen, we design your project to deliver the most accurate results possible. Leveraging ACNielsen syndicated store or Homescan consumer panel data and advanced analytics capabilities, we deliver results that improve ROI.
How to Begin
- Matching the Markets—By collaborating with you, we ensure the markets tested are suitable to address the questions you need answered. This is an important first step to delivering quality results.
- Matching the Stores or Households—Similar to a market match, matching stores requires sophisticated statistical techniques to ensure a good correlation between Control and Test groups.
- Executing the Test—Based on the purpose of your
project, we apply techniques to isolate the results of your marketing efforts from all other factors. This often includes measuring naturally occurring historic events.
- Reading the Results—The analysis culminates with a
simple answer to the question, “What was the impact of my marketing program?”
Delivery Options
The initial delivery of all Marketplace Analytics is summarized in an advisory presentation prepared by an experienced ACNielsen analyst. Analyses are accompanied by professional consultation and action-oriented recommendations.
Marketplace Analytics
ACNielsen Marketplace Analytics improves your ability to make educated decisions founded on empirical research. In the analysis below, the matched store groups labeled Test and Control demonstrate similar sales trends during the Base period. By using sales rate, we put the two markets on an equal size basis, making it possible to evaluate the results of the test treatment.
On the left side of the graph (labeled Base Period), the Test and Control markets parallel very closely. Sales in each market are adjusted to control for differences in store level trade activity such as features, displays, and temporary price reductions. On the right side of the graph (labeled Test Period), we see the influence of the marketing efforts under evaluation. Based on the results, we see a dramatic 12% increase in sales in the Test market when compared to the Control market, leading to the conclusion that the marketing effort was successful.
Marketplace Analytics delivers exceptional value for your research dollars by measuring the impact of marketing efforts and identifying whether or not the results of the study are significant. Other services that can be used in conjunction with Marketplace Analytics include Pricing, Promotion and Marketing Mix analytics as well as Assortment and Consumer Behaviorial Preference Segmentation studies. In addition, ACNielsen provides Controlled Store Tests, where stores are audited to ensure test compliance. Marketplace Analytics is a fast, cost-effective approach to guide your marketing efforts.
Click chart to see enlarged view.
ACNielsen Market Decisions
Market Decisions is the leader in custom, in-store sales research for consumer product manufacturers. Every study is custom-designed by Market Decisions’ highly experienced client service team in working closely with the client.
Market Decisions addresses many of the issues and challenges facing manufacturers in today’s highly competitive marketplace for both new and established products.
Our advanced reporting and deliverable systems lead to insightful analysis.
What VNU Data Types and Sources Can Be Integrated with this Offering?
ACNielsen Scantrack— Scanner-based marketing and sales information
ACNielsen Homescan—The authority on consumer behavior
Nielsen Media Research—TV ratings and media measurement
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