Competitive Market Analysis - CMA
These articles provide helpful information on how measurements are calculated, the retailer composition of Circana’s geographies, and the correct process for submitting new items for coding.
CMA Refresh Details
Geography Retailer Composition
- Circana Hierarchy Charts: How Do a Retailer Chain's RMA Geographies for Different Areas Intersect?
- Is It Possible to View Scan Data for a Single Store Location Using Circana Data?
- What's the Retailer Composition of a Region, State, or Market Geography, or a CRMA?
- Which Retailers Are Being Sampled for Multi-Retailer Convenience Geographies?
- Which Store Locations Are Being Included in RMA (Retail Market Area) Geographies?
CMA Measure Definitions
- What's the Difference Between "Share of Selection" and "Share of Geography"?
- How is the "Avg Items Per Store Selling CWD (Max)" Measure Calculated, and What Is It Used For?
- How Are Sales per MM CWD Calculated and What Are Those Measures Used For?
- How is "Brand Level Total Points of Category Weighted Distribution" Calculated and What is it Used For?
- What Does the "Number of Stores Selling by SKU (Max)" Measure Represent?
- What Is Calculated Price per Unit ?
- What Are Base Sales, Promoted Sales, and Incremental Sales?
- How Are Price per Unit and Price per Case Calculated?
- Understanding the CMA's Feature, Display, and Price Reduction Merchandising Conditions and the Merch-related Circana measures.
- What Does the CMA's "% of Stores Selling by SKU (Max)" Measure Represent?
Understanding and Leveraging CWD and Sales per Point
- How Does Circana Calculate CWD for Different Brand Levels?
- What Is Category Weighted Distribution (CWD)?
- What are Sales per Point and How Can They Be Leveraged?
- How Can I Leverage Category Weighted Distribution (CWD) and Sales per Point with a Buyer?
- How Does Circana Calculate CWD % for Different Brand Levels?
- Why Don't Filters for Attributes like Package Size Change CWD% at the Brand Family or Brand Levels?
How do I Submit an Item for Coding or Request a Coding Update?
- How do I Ensure That Our Items Will Be Coded by Circana?
- How Do I Request a Coding Update for a UPC Which Is Already Coded in the Circana Data?
- What Types of Images Should I Send to Support for My Coding Request?
- How Can I Ensure That Circana Codes My Rotating UPC as a "SERIES" or "SEASONAL"?
- How Can I Reduce the File Size of an Image so It Can Be Sent as an Email Attachment?
What Can I Expect After Submitting Items for Coding?
CMA Formatting and Functionality Updates
Tools and Features of the CMA
- In Circana Data, What Do Volume and Units Signify?
- On the Footprint Dashboard, How Does the "Main Brand Families In/Out" Filter Work?
- How Does the CMA's New or Existing Brands Filter Work?
- What's a Good Way to Compare Competitive SKUs?
- How Can I Make Custom Views I've Saved Available to Others in My Organization?
- How to Preserve Filter/Parameter Settings as Saved Views
- What Does the Craft Definition Parameter Do?
- How Can I Best Utilize the CMA's Style Controls?
- Is It Okay to Have More Than One Geography Selected in the CMA?
- Understanding the Market Index Analysis Dashboards
Exporting Crosstabs and Visuals From the CMA
How Is Data Generated for Each Type of Geography?
- Which Channels Are Included in a Multi Outlet Geography?
- What Are the Differences in Retailer Composition for RMAs, CRMAs, and the Region/State/Market Geographies?
- How Is Circana Data Generated Differently for RMAs, CRMAs, and SRMAs vs Geographies Which Aren't Retailer Specific?
- Why Would an Item Appear to Be Under-Projected in a Region, State, or Market Geography?
Understanding Circana (formerly IRI) Wine & Spirits Category Data
Evolving Subjects and FAQs
- What Do CWD-Related Merchandising Condition Measures Like “Any Feature CWD” Indicate?
- If a 6pk of Cans in PakTech changes to a 6pk of Cans in Cardboard, Is It Possible to See the 6pk's Historical Data Tied to Its New Data?
- Why Is the Final UPC Digit Different in Circana Data From the Number Shown on the Packaging?
- Chain Retailer Geographies Lost in Circana's 2023 Compliance Audit
- Is it Possible to See How Many Times a Merchandising Condition Has Occurred Within a Chosen Time Period?