Connect Express: Guided Analytics

How does a product trend decompose

across drivers over time?
LEGO37

Purpose: To see the evolution of sales split by drivers across time

This chart answers business questions like:

■ What is driving performance of a product in a selected market over time?

■ What is the impact of marketing or trade activities?

■ What drivers are most influential on performance?

For more information:

What should I look for?

What can I learn from this specific example?

What should I consider next? Where do I find it?

More info is available using the help button in the i-Sight.

© 2021 Nielsen Consumer LLC. All Rights Reserved. 1

How does a product trend decompose across drivers over time?

What should I look for?

How can the data be interpreted?

Performance metrics are displayed vertically; selected time period is displayed horizontally.

Observations

Observation Indicates

Can be simple price increase, decrease in promotions or driven by a change

Higher price per volume
in pack mix (smaller packs tend to be more expensive per volume); if the
positively impacts value
market consists of multiple types of outlets, it could indicate that the more
sales.
premium outlets are selling more.

Rate of sale positively

Products are selling faster where listed; also indicates consumer preference.
impacts on value.

Distribution positively More stores are selling the product and/or greater range (number of items)
impacts on value. available.

More info is available using the help button in the i-Sight.

© 2021 Nielsen Consumer LLC. All Rights Reserved. 2

How does a product trend decompose across drivers over time?

What can I learn from this example?

1. An increase in price has had a positive effect on values for each period.

2. Despite two positive periods, declining rate of sale is generally having a negative effect on sales.

More info is available using the help button in the i-Sight.

© 2021 Nielsen Consumer LLC. All Rights Reserved. 3

How does a product trend decompose across drivers over time?

What should I consider next?

Considerations

Consideration Where do I find it? Suggested i-sight(s)

Investigate what are the key drivers of How do category trends decompose across
growth/decline. drivers? - LEGO34

Consider the key drivers of one brand or item sales

KPIs - product evolution analysis - MBM37
over time.

Review market trends and performance of your

What are the market trends? - LEGO01
products.

If distribution is having the greatest impact... Distribution and Assortment Guided Analytics

If price is having the greatest impact... Pricing Guided Analytics

More info is available using the help button in the i-Sight.

© 2021 Nielsen Consumer LLC. All Rights Reserved. 4