For a detailed walkthrough of Promo Brand Switching and its use cases, head to our Numerator University course.
Business Questions Answered
Which competitive brands do I source volume from when I run a promotion?
Which promotion attributes (e.g. Core Offer Type) help me bring in the highest proportion of incremental brand buyers?
Which competitors are sourcing volume from me when on promotion?
Quick Tips: Prompting Promo Brand Switching
Prompting Tips:
In this report's results, you can toggle between on-promo and off-promo buyers if you select both buyer types in the first prompt.
A Category selection is required; selection of a particular brand(s) is optional.
In the Any Store prompt, you may select a Banner, Retailer, Subchannel, or Channel (but see the red call-out box below about how promotions are attributed).
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.
The pre-period selection is very important for this report, as the report output will show the distribution of spending, trips, and units over whatever pre-period you've specified, prior to when the focus product was purchased on-promo (or off-promo, depending on your selection) during the report timeframe (specified in the main prompts). The trips used to calculate this are all the trips within the pre-period timeframe.
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
Tab 1: Product Switching Summary
The Product Switching Summary shows the distribution of spending, units, and trips during whatever pre-period you selected. This can help you understand how shoppers were distributing their spending, trips, and units prior to purchasing your focus product on promotion (or off-promotion, depending on your selections).
Tab 2: On Promo Product Switching Details
The On Promo Product Switching Detail tab provides additional granularity, showing the distribution of pre-period spending, units, and trips, among shoppers who purchased the focus product on a particular promotion (i.e., a unique combination of the promo's start/end date, Media Type, Core Offer Type, and Page Position). Note that the rows in this table do not necessarily represent discrete groups of on-promo buyers, as shoppers may have purchased across multiple promotions.
Tab 3: Promotion Details
The Promotion Details tab provides the contextual data of the promotions that occurred during your selected time frame. This tab includes details about each promotion along with a link to the image of the actual promotion itself.
How to Interpret
The Promo Brand Switching report allows you to analyze how promotions impact purchase behavior of various brands.
Common use cases:
Identifying how to attract more competitive brand buyers: If you are looking to use promotions to source volume from your competitors, the best place to look is at which promotion attributes drive the highest proportion of competitive brand volume to your brand. This may include Retailer, Page Position, Core Offer Type, etc.
Determining which competitor ads are sourcing volume from your brands: Curious if your competitors are sourcing volume from your customers? If you are trying to determine which competitor offers are having the greatest impact on your business, run the brand switching report to understand which promotion attributes lead to the most volume sourced from your brands.
Understanding if your promotion strategy is cannibalizing your other brands: If you are concerned that
you may be sourcing volume from your other brands, use this report to understand which offers are pulling in the most volume from purchasers of your other brands.
For a detailed walk through of Promo Brand Switching and its use cases, head to our Numerator University course.
Key Metrics Included
% of Spend: The overall distribution of spending within the focus Category and Store during the pre-period.
% of Units: The overall distribution of units within the focus Category and Store during the pre-period.
% of Trips: The overall distribution of trips within the focus Category and Store during the pre-period.
Sample Size: The actual number of panelists on which calculations are based
Report Watch-outs
It is recommended to consider product purchase cycles when selecting periods, especially when considering the pre-period.
In the Product Switching Detail tab, the sum of the details (Summary/Total) may not be the same as aggregate results when multiple promotions occur during the selected time period. This is due to unique buyers purchasing in multiple promotions during the selected time period, duplicate or versioned promotions, or multiple brands on a single promotion.
Suggested Articles
Promo Insights reports do not account for the TCC adjustment (calibration) factor. When running other Insights reports with similar metrics (buy rate for example) the other Insights reports may show different values.