For a detailed walkthrough of Promo Shopper Conversion and its use cases, head to our Numerator University course.
Business Questions Answered
Were the buyers of my promotion already regular buyers of my product?
Did the promotion help bring new people to my brand? To the category? To the retailer?
How much does a promotion Core Offer Type or Page Position impact switching to my brand? To the retailer?
Of those who bought my brand for the first time, how many purchased again after the promotion?
Did margins improve for the promoted product after the promotion ended?
Quick Tips: Prompting the Promo Shopper Conversion Report
Advanced prompting options:
In the Promotional Attributes dropdown menu, select to filter the results by Promotional Attributes like Media Type (digital vs print promotions) or including Product Line Ads. Visit this article for more information on Product Line Ads and Promotional Attributes.
Product Portfolio: If desired, select other Parent Brands owned by the same manufacturer as your focus brand (selected in the main prompts). If selections are made here, the Effectiveness tab will include the percentage of buyers who were Intra-Manufacturer Brand Switchers during the promotional period (i.e., purchased other brands in the portfolio during the pre-period, and purchased the focus brand during the promotional period).
Pre- and Post-Period: These selections determine the comparison periods for shopping behavior before and after the promotional period, to identify New Buyers during the promotional period, Incremental Buyers who purchased more of the focus brand after the promotional period, etc.
Conversion Tab: The pre-period and post-period date options are dynamic and used to create buyer segments. The trips used to calculate this are all purchases within the post-period timeframe. The indexes are the post-period timeframe compared to the promo-period timeframe selected in the madlib.
Effectiveness Tab: The per-period date options are dynamic and used to create buyer segments. A post-period is not used in this tab. To calculate this, all trips during the promotional time period are used.
For Promo Insights Reports with a Post-Period, the purchase in the post-period is not confirmed whether it was on or off promotion. Just the first purchase is used.
Pre- and Post-Period Pro Tips
Consider the purchase cycle for your focus brand/category when choosing a pre- and post-period. If your focus brand/category has a longer purchase cycle, select longer pre- and post-period, to establish "fair" periods for purchase behavior before and after the promotional period. You may also want to select pre- and post-periods that are similar in length to the promotional period you selected in the main prompts.
If you select a post-period that extends past the available data at the time you prompt the report, the Conversion tab will not populate with results (because the post-period is not yet complete). This is also the case if you select "None" as the post-period.
People and Trip Groups: Apply a Promo People or Trip Group to your analysis to create a group/cohort of people with specific shopping behaviors specific to the promotional attributes considered. Learn more about Promo Insights Trip Groups and People Groups. Learn how to create Trip Groups and how to create People Groups.
Report Analysis Highlights
PRO TIP! Quickly analyze data from this report by utilizing the Read As statements listed in THIS ARTICLE. In the article, navigate to the section of the report you wish to analyze and input your data where indicated.
The Promo Shopper Conversion report output reviewed here was prompted as: on-promo and off-promo buyers of Dr Pepper Soft Drinks at the Food Channel during Q3 of 2023. All Media Types were included in identifying qualifying promotions. All other brands in the Dr Pepper portfolio were included by selecting Keurig Dr Pepper (manufacturer) in the Product Portfolio prompt. A 13-week pre-period and 13-week post-period were used.
Tab 1: Effectiveness
The Effectiveness tab shows a breakdown of buyers during the promotional period, based on their behavior in the pre-period and the promotional period. The definition of the types of buyers differs slightly depending on whether you have selected the Manufacturer or Retailer view in the toggle. Scroll down on this tab to see the charted data in tabular format.
Note: If you have only selected on-promotion OR off-promotion buyers in the main prompts, you will only see one stacked bar chart in the Effectiveness tab. Selecting both on-promo AND off-promo buyers will yield two stacked bar charts: one for on-promo buyers, and one for off-promo buyers.
Manufacturer View:
Buyer group definitions in the Manufacturer view:
Repeat Buyer: a shopper that purchased the focus brand during the pre-period and the promotional period.
Intra-Manufacturer Brand Switcher: a shopper that purchased another brand within the Product Portfolio during the pre-period and purchased the focus brand during the promotional period. Note this buyer type will only be included if a Product Portfolio has been specified in the Advanced Options.
Incremental Switchers: a shopper that purchased the specified category during the pre-period and purchased the focus product during the promotional period.
New Category Buyer: a shopper that did not purchase the focus product during the pre-period, but did purchase it during the promotional period.
Note: Incremental Switchers (bought a different brand in the focus category during the pre-period) and New Category Buyers (did not buy the focus category at the focus store during the pre-period) are considered incremental buyers to the focus product in the Manufacturer view.
Retailer View:
Buyer group definitions in the Retailer view:
Repeat Shoppers: a shopper that purchased the focus brand at the specified retailer during the pre-period and the promotional period.
Category Brand Switchers: a shopper that purchased the specified category at the specified retailer during the pre-period, and purchased the focus brand at the specified retailer during the promotional period.
Category Converts: a shopper that shopped at the specified retailer but did not purchase within the specified category during the pre-period and purchased the focus product at the specified retailer during the promotional period.
New Retailer Shopper: a shopper that did not shop at the specified retailer during the pre-period, but purchased the focus product at the specified retailer during the promotional period.
Note: Category Converts (did not buy focus category at focus store during pre-period) and New Retailer Shoppers (did not buy anything at focus store during pre-period) are considered incremental buyers to the focus store in the Retailer view.
Tab 2: Conversion
The Conversion tab provides additional insight into shoppers who purchased the focus product on promotion (or off promotion, if that selection was made in the first prompt), but the focus is on their purchase behavior in the post-period (after the promotional period).
Note that the Conversion tab will not populate with results if you've selected "None" as the post-period, or if you have selected a post-period that extends past the latest data available.
The Focus toggle at the top of the page allows you to view this breakdown from a Retailer or Manufacturer lens, and for on-promo or off-promo buyers. Both the Manufacturer and Retailer view start at the top with all shoppers who bought the focus product at the specified retailer during the promotional period.
In the Manufacturer view, these buyers are then segmented into groups based on their Pre and Post Period purchase behavior for the focus product at ANY RETAILER.
In the Retailer view, these buyers are segmented into groups based on their Pre and Post Period purchase behavior of the focus product AT THE SPECIFIED RETAILER.
Note that each box in the tree diagram on this tab includes a definition of that buyer group, as well as key panel metrics for that buyer group.
Incremental and Subsidized Buyers are determined based on spend per trip. An Existing Buyer who spends more on the focus product during the post-period than during the report timeframe is considered an Incremental Buyer, while an Existing Buyer who spends less on the focus product in the post-period (perhaps because they "stocked up" while the focus product was on promotion) is considered a Subsidized Buyer.
Note that the Index Spend per Trip values in each box represent that segment's spending on the focus product in the Post Period vs. the report timeframe. In other words, index values of more than 100 indicate that the group of buyers spent more per trip on the focus product in the post-period than they did in the report time frame. See the Key Metrics section for the Index Spend per Trip calculation.
Tab 3: Promotion Details
This table is an inventory of all the promotions that were included in your analysis and the key attributes for each. Scroll to the right of this table to see a column of hyperlinks that will display an image of the actual promotion. If there are specific promotions you want to be sure are included in your analysis, this tab will help to verify that they are included.
How to Interpret
Use the Effectiveness tab to understand how many incremental buyers promotions attracted to your focus brand and/or the category, both in general (Manufacturer view) and at the specified retailer (Retailer view).
Pro Tip! It can be extremely useful to prompt this report for multiple competitive brands, to see if one brand's promotions tend to attract more incremental buyers than another's.
The Conversion tab allows you to further analyze shoppers' purchase behavior for the focus product after the promotional period--did the promotion have a lasting impact on purchase behavior? Again, this can be viewed in general (Manufacturer view) or at the specified retailer (Retailer view).
Ask Why Survey
AskWhy is a feature available within the Promo Shopper Conversion report that allows users to automatically prompt a survey to 100 static panelists and get directional insights within hours. An AskWhy survey of up to 3 pre-populated questions can be asked to Promo Shopper Conversion Shoppers for 0.5 survey credits. To learn more about AskWhy, check out this article.
IMPORTANT CALL-OUT:
This report defaults to selecting both On and Off Promo Buyers. Make sure to choose EITHER On or Off Promo Buyers to define the scope of the AskWhy Survey before launching it.
Key Metrics Included
% of Households: percent of total selected households that meet the criteria of that buyer group
% of Spend: percent of the total spend on the focus product at the specified retailer during the promotional period accounted for by that buyer group
% of Trips: percent of the total trips on which the focus product was purchased at the specified retailer during the promotional period accounted for by that buyer group
% of Units: percent of the total units of the focus product purchased at the specified retailer during the promotional period accounted for by that buyer group
Average Spend per Trip: average spent on the focus product during the post-period among that buyer group, in general (Manufacturer view) or at the specified retailer (Retailer view)
Index Spend per Trip: average spend per trip on the focus product during the post-period among that buyer group, indexed against their average spend per trip on the focus product during the promotional period (i.e., the dates you selected in the main prompt). Calculated as: (Spend per Trip during Post Period/Spend per Trip during report timeframe) *100.
Index Units per Trip: average number of units of the focus product purchased per trip during the post-period among that buyer group, indexed against their average number of units of the focus product purchased per trip during the promotional period (i.e., the dates you selected in the main prompt). Calculated as: (Units per Trip during Post Period/Units per Trip during report timeframe) *100.
Suggested articles:
Promo Insights reports do not account for the TCC adjustment factor. When running other Insights reports with similar metrics (buy rate, for example), the other Insights reports may show different values.
Last updated: 2/5/25