Net lift

A promotion's gross sell-out lift over the account's own baseline, minus the dip in the weeks after when stocked-up shoppers stay away. The volume the promotion actually added, per account.

DefinitionA promotion's gross sell-out lift over the account's own baseline, minus the dip in the weeks after when stocked-up shoppers stay away. The volume the promotion actually added, per account.

Why the dip is half the measure

Without the post-window, every promotion looks good. A large gross lift with an equal dip moved volume forward and added nothing.

Per account

Each account against its own baseline. One baseline for all accounts makes small stores look flat and large stores look lifted.

How it is computed

Units sold in the promotional weeks minus the account's own baseline, minus the shortfall against baseline in the weeks after.

Example

A two-week promotion sold 9,600 units against a baseline of 6,000: gross lift 3,600. The next three weeks ran 1,800 below baseline. Net lift is 1,800 units.

Where it goes wrong

Stopping at gross lift. Every promotion looks good before the dip is subtracted.

Articles that use this term

Territory, capacity and quota planning · FMCG and CPG brands

Promo lift per account against the account's own baseline

How a CPG brand measures the uplift from a promotion per retail account from sell-out data: the account's own pre-promo baseline, the lift during, the dip after, the net lift that remains, and the accounts where a promotion moved volume forward rather than adding it, so that trade spend goes where the lift is real.

16 Sept 20262 min read Wallet share and penetration · FMCG and CPG brands

Ten questions a CPG commercial director asks, and the table that answers each

The ten questions a consumer goods commercial director puts to the sales and trade marketing teams, where are the distribution voids, which stores stopped selling a SKU on a Tuesday, which promotions moved volume and which moved it forward, which retailers are building inventory in the channel, which chargebacks are disputable, what is range penetration by channel, which accounts are under the range norm, what is the weekly gap list per store, what did trade spend buy per net unit, and what changed, each with the table from the sell-out, shipment and deduction files, and the answer to send back.

16 Sept 20263 min read Alternatives and comparisons · FMCG and CPG brands

How to choose analytics software for FMCG and CPG brands: questions, data and traps

How CPG brands should choose analytics software: start from the questions, check the data you hold, ask vendors ten questions, avoid the traps.

24 Sept 20264 min read How-to guides

KPIs by industry: thirty-one desks, ten measures each, with the formula and the export behind it

A hub for the industry KPI pages on this site. For each of thirty-one industries and functions, from wholesale distribution and foodservice to commercial banking, law firms, freight, pharma, SaaS and sports, one page lists the ten measures that matter, each with its formula, the export it comes from and what it tells you, plus the three measures most teams in that industry miss, the figures to drop, the identity behind each table and who should own what. This page lists them all with the measure each industry most often overlooks.

17 Sept 20265 min read Territory, capacity and quota planning · FMCG and CPG brands

Net lift on one promotion at one account: the whole arithmetic on one page

The complete promotional net lift calculation on one SKU at one retail account over sixteen weeks, small enough to check by hand: the eight pre-promotion weeks and their median as the baseline, the two promotion weeks and the gross lift, the four post-promotion weeks and the dip, net lift, trade spend, cost per net unit, the same mechanic at a second account for comparison, and the assertion that the account's weekly sell-out sums to the retailer's total, so a reader can reproduce every figure and then run it on their own sell-out files.

17 Sept 20262 min read Board and management reporting · FMCG and CPG brands

Sales KPIs for CPG and consumer brands: ten measures that matter, each with its formula and the export it comes from

The ten sales KPIs a consumer goods brand should run on, each with its formula, the export it comes from and what it tells you: distribution and range penetration by channel, distribution voids, sell-in against sell-out, weeks of cover at the retailer, out-of-stocks inferred from sell-out gaps, promotional net lift, trade spend return, retailer chargebacks by reason, OTIF under each retailer's rule, and rate of sale per store. Also the three measures most brands miss, the figures to drop, the identities, and who owns what.

17 Sept 20264 min read