Nielsen’s MarketTrack Gold service is a powerful on-line tool for measuring both brand equity and trade promotion effectiveness. By decomposing sales into baseline (expected) and incremental, MarketTrack Gold can track the underlying health of your business and the impact of various promotional vehicles like temporary price reductions, co-op advertisements, displays, and conditional advertisements. The data is available by region or specific account and is reported weekly and 4-weekly covering both your brands and your competitors’ brands.

Provides Insight into:

• How sales decompose into baseline sales and incremental sales?
• What percent of sales each promotion accounts for?
• What are truly the best periods of the year to promote the category?
• How frequently are your brands promoted versus the competition?
• What promotional vehicles work best for my brands?
• What lifts do my brands generate compared to the competition?
• What percent of my promotions are subsidizing consumers versus the percent generating incremental sales?

Brand Equity Assessment

Brand A is healthier with stronger, growing baselines.

Promotional Assessment

Overall, Brand A’s promotions are also more efficient, largely driven by ad strength.

Key Business Benefits:

• Maximize profit by determining your optimal promotional mix by Retailer and region
• Strengthen category management partnerships by focusing on promotions that drive the category
• Track execution of programs and evaluate performance versus targets
• Tailor marketing strategy to the trend of consumer driven baselines sales
• Greatly improve event forecasting