What are Topic Cards?
Each Narrative is made up of their own analytic path, consisting of a handful of topic cards that will address different parts of the overall objective. Each card includes three core components:
Title (framed as a sub question tied to your overall business objective)
Data visualization (such as a table, chart, or other visual)
Read-as statement
Certain cards are provided within Numerator Templates depending upon which template is chosen when running a Narrative. Build Youir Own Narrative allows more customization by choosing up to 12 cards found within Numerator Templates, as well as other cards that are available within the Build Your Own Narrative creation.
Narratives Topic Cards
Below each card is listed alphabetically by name. Most browsers will allow you to use a search function using a combination of Ctrl+F on your keyboard. This search option can also help find the card you're looking for.
Basket Cross Shopping Indexed To All Category Baskets
Basket Cross Shopping Indexed To All Category Baskets
Report sourced from: Basket Affinity
How to Prompt the Report:
When Selected Product Selected Category is purchased, what other Any Product Level* within Any Comparison Product** is also in the basket, benchmarked to the average Selected Category basket?
* If custom group is NOT used for Selected Category → use the highest hierarchy level of the selections in the Selected Category; if a custom group is used for Selected Category → use Major Category level
** Sector that Selected Category selection(s) exists in
By default, in-platform results are sorted by: Descending % of Trips
Basket Size and Category Basket Size When Product Purchased
Basket Size and Category Basket Size When Product Purchased
This card requires multiple reports and multiple types of groups to compile. For help on recreating this data please get in touch with your Numerator contact.
Basket Size When Product Purchased Versus Product Penetration
Basket Size When Product Purchased Versus Product Penetration
Report sourced from: Shopper Metrics
How to Prompt the Report:
What were the key metrics for Any Product in Selected Category broken out by Hierarchy Level of Selected Product purchased at Selected Store, during the Selected Date Range period?
Note: the first Any Product above is intentionally left blank so it populates results outside of just the Selected Product.
Category Development Index | Breakout: Generation
Category Development Index | Breakout: Generation
Report sourced from: Shopper Comparison and Advanced Shopper Profile
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
By default, in-platform results are sorted by: the same order they appear in the Advanced Shopper Profile report
Category Development Index | Breakout: Region
Category Development Index | Breakout: Region
Report sourced from: Shopper Comparison → Basic Metrics tab; and Advanced Shopper Profile
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
By default, in-platform results are sorted by: the same order they appear in the Advanced Shopper Profile report
Category Point of Entry Via Product Versus Other Products
Category Point of Entry Via Product Versus Other Products
Report sourced from: Point of Entry
How to Prompt the Report:
What is the category impact when shoppers buy Selected Product Selected Category at Combination of Subscribed Channels for the first time during the selected Date Range period?
By default, in-platform results are sorted by: The order in which they populate based on the methodology
Category Seasonality
Category Seasonality
Report sourced from: Shopper Comparison → Timing tab
Run the report for:
How did Category Shoppers People Group compare to All Shoppers during the Selected Date Range period?
Note: % of spend figures are aggregated by month name, even if the selected date range is longer than one year. e.g. a date range of 7/1/2023 to 12/31/2024 would still have 12 month buckets, the July bucket would account for both years’ July data.
By default, in-platform results are sorted by: chronological by month
Closure Rate and Share of Wallet at Store | Focus: Category Only
Closure Rate and Share of Wallet at Store | Focus: Category Only
Report sourced from: Leakage Tree
How to Prompt the Report:
How much of Any Product Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
See the “Tree Diagram” tab.
By default, in-platform results are sorted by: Not applicable
Closure Rate and Share of Wallet at Store | Focus: Product (in Category)
Closure Rate and Share of Wallet at Store | Focus: Product (in Category)
Report sourced from: Leakage Tree
How to Prompt the Report:
How much of Selected Product Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
See the “Tree Diagram” tab.
By default, in-platform results are sorted by: Not applicable
Closure Rate at Store Over Time Versus Other Stores
Closure Rate at Store Over Time Versus Other Stores
Report sourced from: Leakage Tree → Benchmark tab
How to Prompt the Report:
How much of Any Product in Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
By default, in-platform results are sorted by: Descending Household Penetration of closed / converted shoppers
Comparison of Closure Rate and Share of Wallet | Breakout: Products
Comparison of Closure Rate and Share of Wallet | Breakout: Products
Report sourced from: Leakage Tree
How to Prompt the Report:
How much of Selected Product Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
With the following advanced option:
Benchmark Against = Top Products
By default, in-platform results are sorted by: Selected Product first and then other products by descending sample size
Comparison of Closure Rate and Share of Wallet | Breakout: Store
Comparison of Closure Rate and Share of Wallet | Breakout: Store
Report sourced from: Leakage Tree → Benchmark tab
How to Prompt the Report:
How much of Selected Product in Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
By default, in-platform results are sorted by: Descending Household Penetration of closed / converted shoppers
Consecutive Repeat Rate Within Category Versus Other Products
Consecutive Repeat Rate Within Category Versus Other Products
Report sourced from: Consecutive Purchasing
How to Prompt the Report:
How has trip to trip switching with competitors affected Selected Product within Selected Category during Selected Date Range?
By default, in-platform results are sorted by: Descending Household Penetration of each product
Demographic Shifts in Penetration for Product Versus Total Category
Demographic Shifts in Penetration for Product Versus Total Category
Report sourced from: Shopper Metrics
How to Prompt the Report:
First make People Groups for each demographic you want to compare, e.g. Gen Z Shoppers, Millennial Shoppers, etc.
Run the report for:
What were the key metrics for Selected Product in Selected Category broken out by Hierarchy Level of Selected Product purchased at Any Store, during the Selected Date Range period.
With these options in Advanced Options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
From the results use Household Penetration and Change vs Year Ago.
Then reprompt the report and remove the Product selection:
What were the key metrics for Any Product in Selected Category broken out by Hierarchy Level of Selected Product purchased at Any Store, during the Selected Date Range period?
From the results use Household Penetration and Change vs Year Ago.
Then reprompt both reports above and swap the People Group to your desired comparison group.
By default, in-platform results are sorted by: The same order they show up in the Advanced Shopper Profile report
Heavy Medium Light - Shopper Demographics | Focus: Category Only
Heavy Medium Light - Shopper Demographics | Focus: Category Only
Report sourced from: Heavy, Medium, Light
How to Prompt the Report:
Run a Heavy, Medium, Light report for:
Who were the Heavy, Medium, Light buyers of Any Product Selected Category at Selected Store during the Selected Date Range period, based on Total Item Spend per Household (H: 33%, L: 33%, M: 34%)?
With the following advanced options:
Comparison Period = None
Benchmark People Group = Shoppers That Purchased Selected Category at Selected Store
Product Level = Parent Brand
See the “Demographics” tab.
By default, in-platform results are sorted by: The same order these attributes appear in Advanced Shopper Profile report
Heavy Medium Light - Shopper Demographics | Focus: Product (in Category)
Heavy Medium Light - Shopper Demographics | Focus: Product (in Category)
Report sourced from: Heavy, Medium, Light
How to Prompt the Report:
Run a Heavy, Medium, Light report for:
Who were the Heavy, Medium, Light buyers of Selected Product Selected Category at Selected Store during the Selected Date Range period, based on Total Item Spend per Household (H: 33%, L: 33%, M: 34%)?
With the following advanced options:
Comparison Period = None
Benchmark People Group = Shoppers That Purchased Selected Product in Selected Category at Selected Store
Product Level = same hierarchy level as Selected Product
See the “Demographics” tab.
By default, in-platform results are sorted by: The same order these attributes appear in Advanced Shopper Profile report
Key Metrics | Focus: Category Only | Breakout: Channel
Key Metrics | Focus: Category Only | Breakout: Channel
Report sourced from: Shopper Metrics
How to Prompt the Report:
What were the key metrics for Any Product Selected Category broken out by Channel purchased at Selected Store, during the Selected Date Range period?
With the advanced options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
By default, in-platform results are sorted by: Descending penetration metric
Key Metrics | Focus: Category Only | Breakout: Parent Brand
Key Metrics | Focus: Category Only | Breakout: Parent Brand
Report sourced from: Shopper Metrics
Run the report for:
What were the key metrics for Any Product in Selected Category broken out by Parent Brand purchased at Any Store, during the Selected Date Range period?
By default, in-platform results are sorted by: descending Household Penetration by Parent Brand
Key Metrics | Focus: Category Only | Breakout: Parent Channel
Key Metrics | Focus: Category Only | Breakout: Parent Channel
Report sourced from: Shopper Metrics
How to Prompt the Report:
What were the key metrics for Any Product Selected Category broken out by Parent Channel purchased at Selected Store, during the Selected Date Range period?
With the advanced options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
By default, in-platform results are sorted by: Descending penetration metric
Key Metrics | Focus: Category Only | Breakout: Retailer
Key Metrics | Focus: Category Only | Breakout: Retailer
Report sourced from: Shopper Metrics
How to Prompt the Report:
What were the key metrics for Any Product Selected Category broken out by Retailer purchased at Selected Store, during the Selected Date Range period?
With the advanced options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
By default, in-platform results are sorted by: Descending penetration metric
Key Metrics | Focus: Product (in Category) | Breakout: Channel
Key Metrics | Focus: Product (in Category) | Breakout: Channel
Report sourced from: Shopper Metrics
How to Prompt the Report:
What were the key metrics for Selected Product Selected Category broken out by Channel purchased at Selected Store, during the Selected Date Range period?
With the advanced options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
By default, in-platform results are sorted by: Descending penetration metric
Key Metrics | Focus: Product (in Category) | Breakout: Level of Provided Product
Key Metrics | Focus: Product (in Category) | Breakout: Level of Provided Product
Report sourced from: Shopper Metrics
How to Prompt the Report:
Run a Shopper Metrics for:
What were the key metrics for Any Product Selected Category broken out by Hierarchy level of Selected Product purchased at Selected Store, during the Selected Date Range period?
*Note: Any Product left blank so that more than just Selected Product results populate
With the advanced options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
By default, in-platform results are sorted by: Descending penetration metric
Key Metrics | Focus: Product (in Category) | Breakout: Parent Channel
Key Metrics | Focus: Product (in Category) | Breakout: Parent Channel
Report sourced from: Shopper Metrics
How to Prompt the Report:
What were the key metrics for Selected Product Selected Category broken out by Parent Channel purchased at Selected Store, during the Selected Date Range period?
With the advanced options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
By default, in-platform results are sorted by: Descending penetration metric
Key Metrics | Focus: Product (in Category) | Breakout: Retailer
Key Metrics | Focus: Product (in Category) | Breakout: Retailer
Report sourced from: Shopper Metrics
How to Prompt the Report:
What were the key metrics for Selected Product Selected Category broken out by Retailer purchased at Selected Store, during the Selected Date Range period?
With the advanced options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
By default, in-platform results are sorted by: Descending penetration metric
Key Metrics | Focus: Product (within Category) | Breakout: Parent Brand
Key Metrics | Focus: Product (within Category) | Breakout: Parent Brand
Report sourced from: Shopper Metrics
How to Prompt the Report:
What were the key metrics for Any Product in Selected Category broken out by Hierarchy Level of Selected Product purchased at Selected Store, during the Selected Date Range period?
Note: the first Any Product above is intentionally left blank so it populates results outside of just the Selected Product.
Lapsed Product Shopper Retention In Total Category
Lapsed Product Shopper Retention In Total Category
Reports Sourced From: Requires individual Lapsed Retained New reports run for each product.
Run the report for:
Who stopped (or started) buying Selected Product in Selected Category, from Any Store, during the Selected Date Range period?
Once it’s run, the buckets require additional calculations. For more information on this process please reach out to your Numerator team.
By default, in-platform results are sorted by: Descending households of lapsed shoppers in the context of the combined pre and post period
Lapsed Retained New % of Households and % of Spend | Focus: Category Only
Lapsed Retained New % of Households and % of Spend | Focus: Category Only
Report sourced from: Lapsed Retained New → Total Composition tab
How to Prompt the Report:
Who stopped (or started) buying Any Product in Selected Category, from Any Store, during the Selected Date Range period?
Lapsed Retained New % of Households and % of Spend | Focus: Product (in Category)
Lapsed Retained New % of Households and % of Spend | Focus: Product (in Category)
Report sourced from: Lapsed Retained New → Total Composition tab
How to Prompt the Report:
Who stopped (or started) buying Selected Product in Selected Category, from Any Store, during the Selected Date Range period?
Lapsed Retained New % of Households For Product Versus Other Products
Lapsed Retained New % of Households For Product Versus Other Products
Report sourced from: Lapsed, Retained, New
How to Prompt the Report:
Who stopped (or started) buying Selected Product Selected Category, from Selected Store, during the Selected Date Range period?
Many results can be found in the “Comparison” tab, but those results have a maximum number of results that populate, so the above may need to be replicated for other products you wish to compare.
By default, in-platform results are sorted by: Descending sample size
Metric Changes Over Time For Product Among Retained Shoppers
Metric Changes Over Time For Product Among Retained Shoppers
Report sourced from: Lapsed Retained New
How to Prompt the Report:
This Narrative is showing a view that is not immediately available in our reporting currently. Some metrics such as Purchase Frequency and Spend Per Trip can be achieved using the Lapsed Retained New report using the following prompt:
Who stopped (or started) buying Selected Product in Selected Category, from Any Store, during the Selected Date Range period?
Metric Changes Over Time For Product by Demographic
Metric Changes Over Time For Product by Demographic
Report sourced from: Shopper Comparison → Basic Metrics tab; and Shopper Metrics
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
By default, in-platform results are sorted by: The same order they show up in the Advanced Shopper Profile report
Metric Changes Over Time For Product Versus Rest of Category
Metric Changes Over Time For Product Versus Rest of Category
Report sourced from: Shopper Comparison → Basic Metrics tab; and Shopper Metrics
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
Metrics Across Key Demographics
Metrics Across Key Demographics
Report sourced from: Shopper Metrics
How to Prompt the Report:
First make People Groups for each demographic you want to compare, e.g. Gen Z Shoppers, Millennial Shoppers, etc.
Run the report for:
What were the key metrics for Selected Product in Selected Category broken out by Hierarchy Level of Selected Product purchased at Any Store, during the Selected Date Range period?
With the People Group in Advanced Options set to the desired demographic people group you made. From the results use Buy Rate, Purchase Frequency, and % Repeat Rate. Then reprompt the report and swap in other demographic people groups.
By default, in-platform results are sorted by: the same order they show up in the Advanced Shopper Profile report
New Product Shopper Recruitment In Total Category
New Product Shopper Recruitment In Total Category
Reports Sourced From: Requires individual Lapsed Retained New reports run for each product.
Run the report for:
Who stopped (or started) buying Selected Product in Selected Category, from Any Store, during the Selected Date Range period?
Once it’s run, the buckets require additional calculations. For more information on this process please reach out to your Numerator team.
Product Cross Shopping in the Category
Product Cross Shopping in the Category
Report sourced from: Household Affinity
How to Prompt the Report:
First make a People Group of Selected Product within Selected Category shoppers.
Then make a People Group of Selected Category shoppers.
Then run a Household Affinity report for:
Which Any Product in Selected Category products have differentiated First People Group Above from Second People Group Above, displayed at the Same Hierarchy Level as Selected Product level, during the Selected Date Range period?
By default, in-platform results are sorted by: Descending 1st data column
Product Recruitment into Category Versus Other Products | Store: Ignored
Product Recruitment into Category Versus Other Products | Store: Ignored
Report Sourced From: Requires individual Lapsed Retained New reports run for each product.
Run the report for:
Who stopped (or started) buying Selected Product in Selected Category, from Any Store, during the Selected Date Range period?
Once it’s run, the buckets require additional calculations. For more information on this process please reach out to your Numerator team.
By default, in-platform results are sorted by: Descending Household Penetration of each product
Note: The analysis for this card is NOT limited to the Selected Store.
Product Recruitment into Category Versus Other Products | Store: Optional
Product Recruitment into Category Versus Other Products | Store: Optional
Report sourced from: Lapsed Retained New → Lapsed Retained New tab
How to Prompt the Report:
Requires individual Lapsed Retained New reports run for each product.
Run the report for:
Who stopped (or started) buying Selected Product in Selected Category, from Selected Store, during the Selected Date Range period?
Once it’s run, the buckets require additional calculations. For more information on this process please reach out to your Numerator team.
By default, in-platform results are sorted by: Descending Household Penetration of each product
Product Shopper Spend on Total Category and Total Store | Focus: Product Anywhere Shoppers
Product Shopper Spend on Total Category and Total Store | Focus: Product Anywhere Shoppers
Report sourced from: Shopper Metrics
How to Prompt the Report:
Each Buy Rate shown requires its own Shopper Metrics report, one for each combination of Shopper Group and target behavior of the Buy Rate.
For instance, for the Brand Sell-In Selected Product row, first make a People Group of Selected Product in Selected Category purchased at Any Store.
Then run the report using:
What were the key metrics for Any Product in Selected Category broken out by hierarchy level of Selected Category purchased at Selected Store, during the Selected Date Range period?
Using the above People Group in Advanced Options.
By default, in-platform results are sorted by: Ascending category buy rate rank
Product Shopper Spend on Total Category and Total Store | Focus: Product-at-Store Shoppers
Product Shopper Spend on Total Category and Total Store | Focus: Product-at-Store Shoppers
Report sourced from: Shopper Metrics
How to Prompt the Report:
Each Buy Rate shown requires its own Shopper Metrics report, one for each combination of Shopper Group and target behavior of the Buy Rate.
For instance, for the Brand Defense focus Product row, first make a People Group of Selected Product in Selected Category purchased at Selected Store.
Then run the report using:
What were the key metrics for Any Product in Selected Category broken out by Hierarchy Level of Selected Category purchased at Selected Store, during the Selected Date Range period?
Using the above People Group in Advanced Options.
By default, in-platform results are sorted by: Descending Household Penetration of each Shopper Group
Product Spend by Category Engagement
Product Spend by Category Engagement
Report sourced from: Brand Diagnostics
How to Prompt the Report:
How has Selected Product within Selected Category performed during Selected Date Range?
With the following advanced options:
Store or Channel = Selected Store (if provided)
By default, in-platform results are sorted by: Prescriptive order of buyer groups
Projected Sales Change Drivers | Focus: Category Only | Store: Optional
Projected Sales Change Drivers | Focus: Category Only | Store: Optional
Report sourced from: Shopper Comparison → Basic Metrics tab; and Shopper Metrics
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
Projected Sales Change Drivers | Focus: Product (in Category) | Store: Ignored
Projected Sales Change Drivers | Focus: Product (in Category) | Store: Ignored
Report sourced from: Shopper Comparison → Basic Metrics tab; and Shopper Metrics
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
Projected Sales Change Drivers | Focus: Product (in Category) | Store: Optional
Projected Sales Change Drivers | Focus: Product (in Category) | Store: Optional
Report sourced from: Shopper Comparison → Basic Metrics tab; and Shopper Metrics
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
Share of Category Requirements For Product Versus Other Products
Share of Category Requirements For Product Versus Other Products
Report sourced from: Shopper Metrics
Requires individual Shopper Metrics reports run for each product.
How to Prompt the Report:
First make a People Group of Selected Product within Selected Category.
Then run the report for:
What were the key metrics for Any Product Selected Category broken out by hierarchy level of the Selected Product purchased at Any Store, during the Selected Date Range period?
With the People Group in advanced options set to the above group.
Then in order to get Share of Category Requirements, divide the buy rate in the row for Selected Product by the buy rate for Total Category (top line item).
By default, in-platform results are sorted by: ascending rank of share of category requirements
Shopper Demographics | Focus: Category Shoppers | Comparison: All Shoppers
Shopper Demographics | Focus: Category Shoppers | Comparison: All Shoppers
Report sourced from: Advanced Shopper Profile
How to Prompt the Report:
First make a People Group of Category shoppers.
Run the report for:
How did Category Shoppers People Group compare to All Shoppers during the Selected Date Range period?
By default, in-platform results are sorted by: the same order they show up in the Advanced Shopper Profile report
Shopper Demographics | Focus: Product (in Category) Shoppers | Comparison: Category Shoppers
Shopper Demographics | Focus: Product (in Category) Shoppers | Comparison: Category Shoppers
Report sourced from: Advanced Shopper Profile
First make a People Group of Selected Product within Selected Category shoppers. Then make a People Group of Selected Category shoppers.
Run the report for:
How did People Group of Selected Product within Category Shoppers compare to People Group of Selected Category shoppers during the Selected Date Range period?
By default, in-platform results are sorted by: the same order they appear in the Advanced Shopper Profile report
Shopper Demographics | Focus: Product (in Category) Shoppers | Comparison: Category-Non-Product Shoppers
Shopper Demographics | Focus: Product (in Category) Shoppers | Comparison: Category-Non-Product Shoppers
Report sourced from: Advanced Shopper Profile
How to Prompt the Report:
Start by making a People Group of Selected Product within Selected Category shoppers. Then make a second People Group of Selected Category shoppers. Then JOIN the two People Groups (in My Workspace) using this logic:
[People Group of Selected Category shoppers] NOT [People Group of Selected Product within Selected Category shoppers] → People Group of Category-non-Product shoppers.
Then run the report for:
How did [People Group of selected Product within selected Category shoppers] compare to [People Group of Category-non-Product shoppers] during the selected Date Range period?
By default, in-platform results are sorted by: The same order they show up in the Advanced Shopper Profile report
Shopper Demographics | Focus: Product Anywhere Shoppers | Comparison: Category-at-Store Shoppers
Shopper Demographics | Focus: Product Anywhere Shoppers | Comparison: Category-at-Store Shoppers
Report sourced from: Advanced Shopper Profile
How to Prompt the Report:
Start by making a People Group of Selected Product within Selected Category shoppers, not limited to any store. Then make a second People Group of Selected Category at selected Store shoppers.
Then run the report for:
How did [People Group of Selected Product within Selected Category shoppers] compare to [People Group of Selected Category at selected Store shoppers] during the Selected Date Range period?
By default, in-platform results are sorted by: The same order they show up in the Advanced Shopper Profile report
Shopper Exclusivity | Based On: Category Shoppers
Shopper Exclusivity | Based On: Category Shoppers
Report sourced from: Cross Purchase
How to Prompt the Report:
This would require individual Cross Purchase reports run for each product and requires custom product groups. For more information on how to run and calculate using this report please get in touch with your Numerator contact.
By default, in-platform results are sorted by: Descending Household Penetration of each product
Shopper Exclusivity | Based On: Product Shoppers
Shopper Exclusivity | Based On: Product Shoppers
Report sourced from: Cross Purchase
How to Prompt the Report:
This would require individual Cross Purchase reports run for each product and requires custom product groups. For more information on how to run and calculate using this report please get in touch with your Numerator contact.
By default, in-platform results are sorted by: Descending Household Penetration of each product
Source of Volume Buckets | View: Diagnosis Focus
Source of Volume Buckets | View: Diagnosis Focus
Report sourced from: Existing Brand Source of Volume
How to Prompt the Report:
What was the source of volume for Selected Product Selected Category purchased at Any Store during the Date Range period?
With the advanced option Year Ago or Prior Period set to Year Ago
Note: If you prompt this Narrative with a Store, the analogous Existing Brand Source of Volume report uses that store in both the Any Store (main prompt) and Store or Channel, Sourcing From (in advanced options) prompts, and as a result limits the entire sourcing analysis to that Store.
Source of Volume Buckets | View: Incrementality Focus
Source of Volume Buckets | View: Incrementality Focus
Report sourced from: Existing Brand Source of Volume
How to Prompt the Report:
What was the source of volume for Selected Product Selected Category purchased at Any Store during the Time Period period?
With the advanced option Year Ago or Prior Period set to Year Ago
Note: If you prompt this Narrative with a Store, the analogous Existing Brand Source of Volume report uses that store in both the Any Store (main prompt) and Store or Channel, Sourcing From (in advanced options) prompts, and as a result limits the entire sourcing analysis to that Store.
Source of Volume Buckets | View: Store Ignored
Source of Volume Buckets | View: Store Ignored
Report sourced from: Existing Brand Source of Volume
How to Prompt the Report:
What was the source of volume for Selected Product Selected Category purchased at Any Store during the Date Range period?
With the advanced option Year Ago or Prior Period set to Year Ago
Note: The analysis for this card is NOT limited to the Selected Store.
Spend Drivers by Store | Focus: Category Only | Breakout: Channel
Spend Drivers by Store | Focus: Category Only | Breakout: Channel
Report sourced from: Shopper Comparison → Top Stores tab
How to Prompt the Report:
First make a People Group of Selected Category shoppers.
Run the Shopper Comparison for:
How did People Group of Selected Category Shoppers buying Any Product in Selected Category at Any Store compare to All Shoppers buying Any Comparison Product in Any Category at Any Store during the Selected Date Range period?
After running that report, reprompt and run the same report for one year prior.
By default, in-platform results are sorted by: descending % of spend in the selected date range period
Spend Drivers by Store | Focus: Category Only | Breakout: Level of Provided Store
Spend Drivers by Store | Focus: Category Only | Breakout: Level of Provided Store
Report sourced from: Shopper Comparison → Top Stores tab
How to Prompt the Report:
First make a People Group of Selected Category shoppers.
Run the Shopper Comparison for:
How did People Group of Selected Category Shoppers buying Any Product in Selected Category at Any Store compare to All Shoppers buying Any Comparison Product in Any Category at Any Store during the Selected Date Range period?
After running that report, reprompt and run the same report for one year prior.
By default, in-platform results are sorted by: descending % of spend in the selected date range period
Spend Drivers by Store | Focus: Category Only | Breakout: Retailer
Spend Drivers by Store | Focus: Category Only | Breakout: Retailer
Report sourced from: Shopper Comparison → Top Stores tab
How to Prompt the Report:
First make a People Group of Selected Category shoppers.
Run the Shopper Comparison for:
How did People Group of Selected Category Shoppers buying Any Product in Selected Category at Any Store compare to All Shoppers buying Any Comparison Product in Any Category at Any Store during the Selected Date Range period?
After running that report, reprompt and run the same report for one year prior.
By default, in-platform results are sorted by: descending % of spend in the selected date range period
Spend Drivers by Store | Focus: Product (in Category) | Breakout: Banner
Spend Drivers by Store | Focus: Product (in Category) | Breakout: Banner
Report sourced from: Shopper Comparison → Top Stores tab
How to Prompt the Report:
First make a People Group of Selected Product within Selected Category shoppers.
Run the Shopper Comparison for:
How did People Group of Selected Product within Category Shoppers buying Selected Product in Selected Category at Any Store compare to All Shoppers buying Any Comparison Product in Any Category at Any Store during the Selected Date Range period?
After running that report, reprompt and run the same report for one year prior.
By default, in-platform results are sorted by: Descending % of spend in the selected date range period
Spend Drivers by Store | Focus: Product (in Category) | Breakout: Channel
Spend Drivers by Store | Focus: Product (in Category) | Breakout: Channel
Report sourced from: Shopper Comparison → Top Stores tab
How to Prompt the Report:
First make a People Group of Selected Product within Selected Category shoppers.
Run the Shopper Comparison for:
How did People Group of Selected Product within Category shoppers buying Selected Product in Selected Category at Any Store compare to All Shoppers buying Any Comparison Product in Any Category at Any Store during the Selected Date Range period?
After running that report, reprompt and run the same report for one year prior.
By default, in-platform results are sorted by: Descending % of spend in the selected date range period
Spend Drivers by Store | Focus: Product (in Category) | Breakout: Level of Provided Store
Spend Drivers by Store | Focus: Product (in Category) | Breakout: Level of Provided Store
Report sourced from: Shopper Comparison → Top Stores tab
How to Prompt the Report:
First make a People Group of Selected Product within Selected Category shoppers.
Run the Shopper Comparison for:
How did People Group of Selected Product within Category shoppers buying Selected Product in Selected Category at Any Store compare to All Shoppers buying Any Comparison Product in Any Category at Any Store during the Selected Date Range period?
After running that report, reprompt and run the same report for one year prior.
By default, in-platform results are sorted by: Descending % of spend in the selected date range period
Spend on Product Versus Rest of Category Among Overlapping Shoppers
Spend on Product Versus Rest of Category Among Overlapping Shoppers
Report sourced from: Cross Purchase
How to Prompt the Report:
Start by making a custom product group that includes the Selected Category and excludes the Selected Product
Then use the following prompts:
What was the buyer overlap between Selected Product Selected Category at Any Store 1, broken out by hierarchy level of Selected Product,
and Custom Group created above Selected Category at Any Store 2, broken out by Folder that the Custom Group exists in?
With the Date Range in advanced options set to the selected Date Range.
Then pick the Buy Rate figures from the completed Report’s table on the first page using the analogous rows.
Top Category Products Among Lapsed/New Product Shoppers | Shopper Segment: Lapsed Shoppers
Top Category Products Among Lapsed/New Product Shoppers | Shopper Segment: Lapsed Shoppers
Report sourced from: Lapsed, Retained, New and Shopper Metrics
How to Prompt the Report:
This card requires starting with a Lapsed, Retained, New report for the Selected Category:
Who stopped (or started) buying Any Product Selected Category, from Selected Store, during the Selected Date Range period?
then pulling out and freezing the Retained shopper group (Retained Selected Category shoppers), and then running that in another Lapsed, Repeat, New report for the Selected Product using the Retained shopper group:
Who stopped (or started) buying Selected Product Selected Category, from Selected Store, during the Selected Date Range period?
With the following advanced option:
People Group = Retained Selected Category shoppers
Then navigate to the Product Preferences tab and set the dropdown to Lapsers.
By default, in-platform results are sorted by: Descending % of Shopper Segment That Bought The Product in The Selected Period
Top Category Products Among Lapsed/New Product Shoppers | Shopper Segment: New Shoppers
Top Category Products Among Lapsed/New Product Shoppers | Shopper Segment: New Shoppers
Report sourced from: Lapsed, Retained, New and Shopper Metrics
How to Prompt the Report:
This card requires starting with a Lapsed, Retained, New report for the Selected Category:
Who stopped (or started) buying Any Product Selected Category, from Selected Store, during the Selected Date Range period?
then pulling out and freezing the Retained shopper group (Retained Selected Category shoppers), and then running that in another Lapsed, Repeat, New report for the Selected Product using the Retained shopper group:
Who stopped (or started) buying Selected Product Selected Category, from Selected Store, during the Selected Date Range period?
With the following advanced option:
People Group = Retained Selected Category shoppers
Then navigate to the Product Preferences tab and set the dropdown to New shoppers.
By default, in-platform results are sorted by: Descending % of Shopper Segment That Bought The Product in The Selected Period
Top Category Products Among Leaked Shoppers | Focus: Category Only
Top Category Products Among Leaked Shoppers | Focus: Category Only
Report sourced from: Leakage Tree and then Shopper Metrics
How to Prompt the Report:
Run a Leakage Tree for:
How much of Any Product Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
With the following advanced option:
Store level = Custom group of All Stores
Then to go “Top Products” tab, set “Shopper Type” to the non-closers option and “Product Level” to Parent Brand, see data for ‘% of Item Spend’, ‘Average Item Unit Price’, and ‘% of Trips’. Then extract the People Group of Non-Closers.
Then run a Shopper Metrics for:
What were the key metrics for Any Product Selected Category broken out by Parent Brand purchased at Any Store, during the Selected Date Range period?
With the following advanced option:
People Group = Non-Closers from above Report
Look at the results for % of Shopper Group (Observed).
By default, in-platform results are sorted by: Descending % of Non-Closers That Bought Product At Any Store
Top Category Products Among Leaked Shoppers | Focus: Product (in Category)
Top Category Products Among Leaked Shoppers | Focus: Product (in Category)
Report sourced from: Leakage Tree and Shopper Metrics
How to Prompt the Report:
Run a Leakage Tree for:
How much of Selected Product Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
Then capture the Non-Closers People Group (Selected Product @ Selected Store Non-Closers).
Then run another Leakage Tree for:
How much of Any Product Selected Category buyer spending leaked from Custom group of All Stores during the Selected Date Range period?
With the following advanced options:
People Group = Selected Product @ Selected Store Non-Closers
Store level = Custom group of All Stores
Then to go “Top Products” tab, set “Shopper Type” to the non-closers option and “Product Level” to the hierarchy level of the original Selected Product, see data for ‘% of Item Spend’, ‘Average Item Unit Price’, and ‘% of Trips’. Then extract the
People Group of Non-Closers.
Then run a Shopper Metrics for:
What were the key metrics for Any Product Selected Category broken out by Hierarchy level of original Selected Product purchased at Any Store, during the Selected Date Range period?
With the following advanced option:
People Group = Non-Closers from above Report
Look at the results for % of Shopper Group (Observed).
By default, in-platform results are sorted by: Descending % of Non-Closers That Bought Product At Any Store
Top Stores for Leaked Category Shoppers From Store Buying Product
Top Stores for Leaked Category Shoppers From Store Buying Product
Report sourced from: Leakage Tree and then Shopper Metrics
How to Prompt the Report:
This is done by running a Leakage Tree, creating a Smart People Group from the results, and then running that People Group in a Shopper Metrics report. For more information on how to run and calculate using this report please get in touch with your Numerator contact.
By default, in-platform results are sorted by: descending % of non-converted shoppers buying Selected Product at Selected Store
Top Stores for Leaked Product Shoppers from Selected Store
Top Stores for Leaked Product Shoppers from Selected Store
Report sourced from: Leakage Tree → Stores Shopped tab
How to Prompt the Report:
How much of Selected Product in Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
By default, in-platform results are sorted by: Descending Share of Wallet among Non-Closers
Top Stores For Product Among Lapsed/New Product Shoppers | Shopper Segment: Lapsed Shoppers
Top Stores For Product Among Lapsed/New Product Shoppers | Shopper Segment: Lapsed Shoppers
Top Stores For Product Among Lapsed/New Product Shoppers | Shopper Segment: New Shoppers
Top Stores For Product Among Lapsed/New Product Shoppers | Shopper Segment: New Shoppers
Report sourced from: Lapsed, Retained, New
How to Prompt the Report:
Who stopped (or started) buying Selected Product Selected Category, from Selected Store, during the Selected Date Range period?
Then navigate to the “Store Preferences” tab, set the dropdown to New shoppers, and refer to the post-period column.
By default, in-platform results are sorted by: Descending % of New shoppers
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Last Updated 7/23/2026