CPCM Final Exam || A+ Graded.
Data Sharing: (Can share Competitive Data with Retailers & Vendor partners can share it with
me)
Data Considerations: (Need to understand which measures are additive)
Trends Analysis: (Can compare Quarterly data to understand Seasonality and Annual data for
overall Trends)
Data Significance: (Need to confirm if # of Buyers is large enough) correct answers Panel Data
guidelines
% of Buyers in a particular Demographic Group correct answers In the context of Consumer
Demographics data, "Distribution of Buyers" refers to:
False correct answers Truth or False? The following is an accurate formula for calculating buyer
conversion: Category Buyers Shopping in Category ÷ Total Buyers
Category Leakage correct answers The loss of $ Volume in a Category stemming from a
Retailer's current Shopper purchasing the same Category in a Competitive Retailer
Measures correct answers Which of the following is not a typical type of Custom Aggregate that
can be provided by Syndicated data providers such as Nielsen and I R I?
Competitive Gap analysis correct answers Which of the following evaluations is least likely to be
done with Point-of-Sale data in isolation from other available data?
Average Household Expenditures: Spending $ per household
Shopper Conversions: % of a banner's Shoppers purchasing the product group within that banner
$ Share of Requirements: % of category $ spent in all outlets on the product group
Penetration: % of households that bought the product group correct answers Shopper Panel
Measure definitions
Incremental correct answers If your overall Brand Strategy is to drive sales through Trade Spend,
then _________ Sales growth is critical.
Assortment correct answers A combination of POS for sales results + Retail Measurement data
for item market opportunities + Consumer Decision Tree data would result in what type of cross
data analysis?
Ensure that the data has been properly segmented correct answers Which of the following is the
LEAST important consideration when combining data SOURCES to draw insights?
Baseline Drivers correct answers Product Distribution.
Regular/Base Price.
Shelving.
New Product launch.
Marketing.
, Direct Mail campaign.
Incremental Drivers correct answers Ads/Circulars
TPR/Promoted Price
Price reduction
Promotion
Display
$ per Buyer formula correct answers Number of Purchase Occasions times (x) $ per Trip
Penetration formula correct answers Number of Households buying the product group ÷ Total
number of Households
Share of Requirements formula correct answers Brand A Volume purchased ÷ Category Volume
purchased by Brand A Buyers times (x) 100
% Repeat Buyers formula correct answers Number of Buyers who purchased Brand A more than
once ÷ Total number of Brand A Buyers
Terms on the left, best description on the right correct answers * The most important tactic:
Assortment - "no distribution = no sales"
* Item level or SKU level: Lowest product level in a Retailer's assortment
* "In distribution": Regularly stocked and available items
* Merchandise Mix or Product Range: A Retailer's product offering
Assortment Strategies correct answers Market Coverage Objective: Focus on the top items being
sold in the total market using a target coverage objective
Private Label Strategy: Limited national brand presence, with focus on Private Label
Quality Level: Premium products targeted to high income customers OR less expensive, lower
quality items
Large Size Strategy: Majority of brands and segments represented through large sizes only
First to Market: Focus on "speed to market" for all new product launches
Broad Assortment: Stock as many items as possible. Offer unique & different products.
Sales per Point of Distribution correct answers Which Assortment analytic is LEAST
EFFECTIVE at a Brand and Segment level [before completing Item Level analysis]?
Assortment measures correct answers Share per SKU: Gives an average share that each item in a
product grouping carries [e.g. Brand or Segment].
Item Share: Calculates the percentage of items that each Brand or Segment carries.
Fair Share Index: Comparison between a Brand or Segment's Share of Items and their Category $
share.
The target number of items correct answers Pareto Curve analysis helps you to determine
Data Sharing: (Can share Competitive Data with Retailers & Vendor partners can share it with
me)
Data Considerations: (Need to understand which measures are additive)
Trends Analysis: (Can compare Quarterly data to understand Seasonality and Annual data for
overall Trends)
Data Significance: (Need to confirm if # of Buyers is large enough) correct answers Panel Data
guidelines
% of Buyers in a particular Demographic Group correct answers In the context of Consumer
Demographics data, "Distribution of Buyers" refers to:
False correct answers Truth or False? The following is an accurate formula for calculating buyer
conversion: Category Buyers Shopping in Category ÷ Total Buyers
Category Leakage correct answers The loss of $ Volume in a Category stemming from a
Retailer's current Shopper purchasing the same Category in a Competitive Retailer
Measures correct answers Which of the following is not a typical type of Custom Aggregate that
can be provided by Syndicated data providers such as Nielsen and I R I?
Competitive Gap analysis correct answers Which of the following evaluations is least likely to be
done with Point-of-Sale data in isolation from other available data?
Average Household Expenditures: Spending $ per household
Shopper Conversions: % of a banner's Shoppers purchasing the product group within that banner
$ Share of Requirements: % of category $ spent in all outlets on the product group
Penetration: % of households that bought the product group correct answers Shopper Panel
Measure definitions
Incremental correct answers If your overall Brand Strategy is to drive sales through Trade Spend,
then _________ Sales growth is critical.
Assortment correct answers A combination of POS for sales results + Retail Measurement data
for item market opportunities + Consumer Decision Tree data would result in what type of cross
data analysis?
Ensure that the data has been properly segmented correct answers Which of the following is the
LEAST important consideration when combining data SOURCES to draw insights?
Baseline Drivers correct answers Product Distribution.
Regular/Base Price.
Shelving.
New Product launch.
Marketing.
, Direct Mail campaign.
Incremental Drivers correct answers Ads/Circulars
TPR/Promoted Price
Price reduction
Promotion
Display
$ per Buyer formula correct answers Number of Purchase Occasions times (x) $ per Trip
Penetration formula correct answers Number of Households buying the product group ÷ Total
number of Households
Share of Requirements formula correct answers Brand A Volume purchased ÷ Category Volume
purchased by Brand A Buyers times (x) 100
% Repeat Buyers formula correct answers Number of Buyers who purchased Brand A more than
once ÷ Total number of Brand A Buyers
Terms on the left, best description on the right correct answers * The most important tactic:
Assortment - "no distribution = no sales"
* Item level or SKU level: Lowest product level in a Retailer's assortment
* "In distribution": Regularly stocked and available items
* Merchandise Mix or Product Range: A Retailer's product offering
Assortment Strategies correct answers Market Coverage Objective: Focus on the top items being
sold in the total market using a target coverage objective
Private Label Strategy: Limited national brand presence, with focus on Private Label
Quality Level: Premium products targeted to high income customers OR less expensive, lower
quality items
Large Size Strategy: Majority of brands and segments represented through large sizes only
First to Market: Focus on "speed to market" for all new product launches
Broad Assortment: Stock as many items as possible. Offer unique & different products.
Sales per Point of Distribution correct answers Which Assortment analytic is LEAST
EFFECTIVE at a Brand and Segment level [before completing Item Level analysis]?
Assortment measures correct answers Share per SKU: Gives an average share that each item in a
product grouping carries [e.g. Brand or Segment].
Item Share: Calculates the percentage of items that each Brand or Segment carries.
Fair Share Index: Comparison between a Brand or Segment's Share of Items and their Category $
share.
The target number of items correct answers Pareto Curve analysis helps you to determine
