Ansa’s Methodology

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TEST VS. CONTROL

The foundation of our measurements for lift and incremental sales is a test versus control (TVC) methodology. Because the data granularity is store, item and day, we select our TVC on a store basis. If there are market-level decisions involved we can accommodate them, but the basic approach is to make decisions and analysis on the store level.

 

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QUALITY OF DATA UTILIZED FOR DIGITAL ANALYTICS SOLUTION

Ansa utilizes 52 weeks of in-stores sales history and daily updates of sales and inventory data at the store/SKU level to provide Ansa’s analytics service to our partners. Our Ansa team uses the freshest (daily sales), most granular (SKU-level) analytics for our partners to help them in targeting, optimizing and measuring digital campaigns.

 

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CALCULATION METHODS TO MEASURE CAMPAIGN LIFT

At the end of the campaign, you will receive “end campaign performance” reports based on three separate methodologies, outlined below, which provide you a choice when reporting end campaign performance to your clients.

  • Two-factor normalized: normalizes store volume and store traffic – generally  delivering the greatest statistical confidence for “existing items campaigns”
  • History normalized: normalizes store volume – generally delivering the greatest statistical confidence for “scale events” featuring a very large number of featured items/brands
  • Velocity (base) normalized: normalizes store traffic – generally delivering the  greatest statistical confidence for “new item launches” where no historical data is available for the featured items

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