CPG & FMCG Data Providers — Glossary

CPG & FMCG Data Providers — Glossary of Terms and Use Cases

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ACV vs TDP (Total Distribution Points)

Summary: ACV = distribution breadth; TDP combines distribution with number of facings/SKUs to reflect presence depth.

Use Cases:

• Prioritize items with low TDP but high velocity

• Forecast gains from adding SKUs or facings

 

Assortment Optimization

Summary: Selecting SKUs by store or cluster to maximize sales and profit under space and supply constraints.

Use Cases:

• Localize sets by demographics and price tier

• Balance depth vs. breadth to lift category profit

 

Baseline vs. Incremental Sales

Summary: Decomposition of total sales into baseline (non-promoted) and incremental (promo-driven).

Use Cases:

• Quantify promo lift vs. stockpiling

• Optimize promo calendars against base erosion

 

Basket Size & Spend

Summary: Average items and spend per trip/basket; key for trip economics.

Use Cases:

• Target baskets with cross-sell offers

• Measure impact of display on basket size

 

Buy Rate & Purchase Frequency

Summary: Average spend per buying household and how often they buy within a period.

Use Cases:

• Set growth plans by raising buy rate

• Detect churn with dropping frequency

 

Cannibalization & Cross-Elasticity

Summary: Sales shifts from one SKU/brand to another due to price, promo, or assortment changes.

Use Cases:

• Model portfolio changes before delists

• Choose promo SKUs that minimize cannibalization

 

Category Captaincy

Summary: Lead supplier role that partners with the retailer to shape category strategies, planograms, and analytics.

Use Cases:

• Co-develop fair planograms and promotion plans

• Provide category insights and shopper research

 

Clean Rooms (Retail/CPG)

Summary: Privacy-safe environments for brands and retailers to match and analyze data without sharing raw PII.

Use Cases:

• Run closed-loop media measurement with retailers

• Plan audiences using retailer loyalty data safely

 

Display/Feature Support

Summary: In-store merchandising and circular/feature support recorded alongside sales for promo analysis.

Use Cases:

• Measure lift from endcaps, shippers, and features

• Negotiate future promos based on proven ROI

 

Distribution (ACV)

Summary: Percent of stores carrying a product, weighted by each store’s share of total category sales (All Commodity Volume).

Use Cases:

• Track distribution gains/losses by market

• Target high-ACV accounts for faster velocity

 

E-commerce: Click & Collect vs. Delivery

Summary: Key order fulfillment modes with distinct shopper behaviors and promo sensitivities.

Use Cases:

• Tailor offers to pickup vs. delivery missions

• Attribute media to fulfillment preference

 

Elasticity / Price Pack Architecture

Summary: Demand sensitivity to price and package size; structuring sizes/price tiers to meet consumer needs and margin goals.

Use Cases:

• Design good/better/best packs by channel

• Optimize price points to maximize revenue/profit

 

Fair Share (Display/Feature/Space)

Summary: Comparison of a brand’s share of merchandising/space to its category share to spot under/over-support.

Use Cases:

• Argue for more endcaps when under-indexed

• Balance space allocation vs. contribution

 

GTIN / UPC / EAN

Summary: Global product identifiers used to uniquely identify SKUs across retailers and systems.

Use Cases:

• Normalize product catalogs across data sources

• Avoid double-counting in POS and panel joins

 

Household Penetration

Summary: Percent of households purchasing a brand/category within a period.

Use Cases:

• Set penetration-led growth targets

• Track trial penetration for launches

 

Loyalty Card & Receipt Data

Summary: Household-level purchase data from retailer programs and receipt-capture networks.

Use Cases:

• Build targeted retention and cross-sell

• Measure media using verified purchases

 

Market Basket Analysis

Summary: Identifies items commonly purchased together and sequence of category purchases.

Use Cases:

• Design bundles and adjacency displays

• Trigger next-best-offer based on co-buy patterns

 

Market Share (Dollar/Unit)

Summary: Share of total category sales captured by a brand in revenue or units.

Use Cases:

• Benchmark competitive position by channel

• Track private label impact on share

 

MMM (Marketing Mix Modeling) — CPG

Summary: Econometric modeling to estimate the incremental effect of media, price, promo, and distribution on sales.

Use Cases:

• Guide media and trade budgets across channels

• Quantify ROI of retail media vs. offsite

 

New Item Trial/Repeat

Summary: Post-launch metrics tracking first-time buyers (trial) and subsequent purchases (repeat rate).

Use Cases:

• Identify early adopters and repeat drivers

• Adjust promo and media to improve repeat

 

Omnichannel Panels

Summary: Panels capturing in-store and e-commerce purchases for a holistic view of household spend.

Use Cases:

• Measure shifting spend between store and online

• Calibrate media impact across channels

 

OOS / OSA (Out-of-Stock / On-Shelf Availability)

Summary: Availability measures capturing shelf voids, phantom inventory, and true OOS events.

Use Cases:

• Alert replenishment teams to chronic gaps

• Estimate lost sales and recovery potential

 

Panel-of-Record

Summary: Continuous household panel used as the primary measurement backbone for category/brand tracking.

Use Cases:

• Track penetration and buy rate consistently

• Benchmark share vs. competitors over time

 

Planogram Compliance

Summary: Adherence to the planned shelf layout, facings, and adjacency rules.

Use Cases:

• Audit stores with image recognition

• Link compliance to sales outcomes

 

POS (Point-of-Sale) Scanner Data

Summary: Retailer sales scans aggregated by store/week/UPC; often syndicated.

Use Cases:

• Track price, promo, and velocity by banner

• Diagnose performance by store cluster

 

Price Compliance & MAP

Summary: Monitoring adherence to list/MAP and promo price guidelines across retailers and e-commerce.

Use Cases:

• Enforce MAP in marketplaces

• Detect rogue pricing that erodes brand equity

 

Private Label / Store Brand Share

Summary: Share and growth of retailer-branded products in a category.

Use Cases:

• Plan defense vs. private label encroachment

• Position premium packs where private label is weak

 

Promo Depth & Mechanics (TPR/BOGO/Bundles)

Summary: Temporary price reductions and mechanics like BOGO, multibuys, and bundles.

Use Cases:

• Test price ladders to find optimal depth

• Pick mechanics that grow baskets not just stock-up

 

Retail Media Networks (RMN) — CPG

Summary: Retailers’ media platforms enabling audience targeting and closed-loop sales measurement.

Use Cases:

• Target verified category buyers onsite/offsite

• Prove incrementality via clean-room measurement

 

Share of Requirements

Summary: Share of a household’s category spend captured by a specific brand over a period.

Use Cases:

• Identify loyalty vs. repertoire buyers

• Upsell to increase brand’s share within the home

 

Source of Volume

Summary: Decomposition of sales growth into penetration, buy rate, price/mix, and distribution gains.

Use Cases:

• Align growth bets to penetration vs. buy-rate

• Explain lifts to retailers with SOV charts

 

Store Clustering & Micro-Markets

Summary: Grouping stores by shopper makeup, trip missions, and performance for tailored plans.

Use Cases:

• Localize assortments and pricing

• Sequence expansion by look-alike clusters

 

Syndicated Data (NIQ/Circana)

Summary: Market measurement from NielsenIQ/NIQ, Circana/IRI and others across POS, panel, and e-comm.

Use Cases:

• Use syndicated baselines for MMM inputs

• Benchmark category dynamics across channels

 

TDP (Total Distribution Points)

Summary: Aggregate distribution metric across SKUs reflecting breadth and depth of presence.

Use Cases:

• Track portfolio expansion impact

• Compare presence vs. competitors within banners

 

TPM/TPO (Trade Promotion Mgmt/Optimization)

Summary: Systems to plan, execute, and optimize trade promotions across retailers and channels.

Use Cases:

• Forecast promo ROI by banner/week

• Balance spend between feature, display, and TPR

 

Trade/Shopper Marketing

Summary: Brand-to-retailer funds and programs that drive in-store and digital promotions.

Use Cases:

• Co-fund TPRs, features, and displays

• Plan retail media to support in-aisle promos

 

Trip Mission & Occasion

Summary: Shopper purpose and context for the trip (e.g., top-up, stock-up, special occasion).

Use Cases:

• Tailor assortments and endcaps to mission

• Sequence creative and offers by occasion

 

Velocity (Sales Rate)

Summary: Sales per store per week (or per million ACV) indicating how fast items move when available.

Use Cases:

• Prioritize high-velocity SKUs for distribution gains

• Set fair share of space by velocity and margin