The Marketing Analytics Practitioner's Guide: Volume 4: Retail and Statistics

Contents
Preface
About the Author
Part VII Retail
	Chapter 29 Retail Tracking
		Preview
		Founding of the Nielsen Company, and the Nielsen Code
		Applications of Retail Tracking
		Where to Measure Sales?
		Retail Measurement Services
		Retail Census
		Sample Design and Recruitment
		Data Collection
		Data Processing
		Data Projection
		Analysis and Interpretation
		Coverage Analysis
	Chapter 30 Sales and Distribution
		Preview
		Interdependence of Demand and Supply
		Components of Sales — Width and Depth
		Sales and Distribution Priorities
		Distribution Network — Basics
		Relationship between Sales and Distribution
		Right Channels, Right Chains
		Right Assortment
		Managing Assortment
		Battle for Shelf Space
		Measures of Assortment and Sales Velocity
		Number of Items Stocked
		Assortment Analysis
		Sales per Point of Weighted Distribution
		Share in Handlers
		Average Sales per Store
		Rate of Sales (Adjusted Average Sales per Store)
		Cash Rate of Sale, Rate of Gross Profit
		Portfolio Analysis
		Fragmentation Analysis
		Securing Retailer Support
		Managing Stock in Trade
		Allocation of Shelf Space (Forward Stock)
		Cost of Stockouts
	Chapter 31 Retail Analytics
		Preview
		Outlet Group Analysis Using Tracking Data
		Case Example — Wheel and Nirma Pricing Analysis
		Retail Analytics — Customer-Level Data
		Customer Profile Analysis
		Loyalty and Propensity
		Assortment Analysis — Exclusive Buyers
		Case Example — Evaluation of Opening of New Petrol Station
	Chapter 32 Category Management
		Preview
		Category Management Overview
		Partnership between Retailers and Manufacturers
		Trade Marketing
		Origins of Category Management
		Trade Formats — FMCG
		Categories
		Category Roles
		Category Strategies
		Review
		Retail Mix
		Execution
		Benefits of Category Management
		Developments in Retailing — eCommerce
	Case VI Little People
		Impulse Ice Cream
	Case VII Inulas
		Management of the Breakfast Cereal Category
		Market Overview
		Overview of Breakfast Cereal in Inulas
Part VIII Statistics for Marketing Analytics
	Chapter 33 Basic Statistics
		Preview
		Probability Theory
		Bayes Theorem
		Discrete Probability Distribution
		Binomial Distribution
		Poisson Distribution
		Relationship between Variables
		Simpson’s Paradox
		Continuous Probability Distribution
		Uniform Distribution
		Exponential Distribution
		Normal Distribution
		t-Test
		Chi-Square (χ2) test of Independence
		Regression
		Factor Analysis — Overview
	Chapter 34 Sampling
		Preview
		Sampling Methods
		Non-Probability Sampling
		Mean, Variance and Relative Standard Deviation
		Sample Size
		Central Limit Theorem
		Sample Size — Continuous Parameters
		Sample Size — Stratified Sampling
		Tracking Services (Continuous Parameters)
		Sampling Standards in Retail Measurement
		Sample Size — Population Proportions
		Subgroups
		Tracking Studies
		Sample Size — Comparative Studies
		Sample and Non-Sample Errors
	Chapter 35 Marketing Mix Modelling
		Preview
		Sales Response Function
		Interaction Effects
		Dynamic Effects
		Long Term Effect (Advertising)
		Baseline and Incremental Volume
References
Subject Index
Company and Product Index
People and Place Index