This measure provides one way of looking at distribution depth for an entire brand or brand family.
Avg Items Per Store Selling CWD (Max) values are always "1" at the SKU level, but at the Brand level you could be selling multiple different UPCs/package types for the same brand in the same account location. Likewise, at the Brand Family level, you could be selling a handful of brands and UPCs which roll up under your brand family in the same account location. This measure provides an general sense of a brand or brand family's average items per store within a single geography, for a single week or across a span of weeks.
When looking at the Avg Items Per Store Selling CWD (Max) number for an entire brand family, the calculation sums up the CWD(Max) numbers for each item which rolls up under the the brand family, and then divides that summed total by the brand family's CWD(Max).
When looking at the Avg Items Per Store Selling CWD (Max) number for an entire brand, the calculation sums up the CWD(Max) numbers for each item which rolls up under the the brand, and then divides that summed total by the brand's CWD(Max).
Another measure of distribution depth, Brand Level Total Points of Category Weighted Distribution, can be found in the C&R dashboard currently and offers a SKU level tally of a brand's CWD(Max) percentage points. Learn more about Brand Level Total Points of Category Weighted Distribution here.