Archives

Categories

AUSTIN WEST

6 principles of good analytical thinking for Brand Leaders | Part Three

December 14, 2015

  • Comments Off on 6 principles of good analytical thinking for Brand Leaders | Part Three
  • Uncategorized

6 principles of good analytical thinking for Brand Leaders | Part Three

Principle #3: The analytical story comes to life when you see a break in the data.

Comparative indexes and cross tabulations can really bring out the data breaks and gaps that can really tell a story. Use the “so what” technique to dig around and twist the data in unique ways until you find the point in which the data actually breaks and clear meaningful differences start to show. This is where the trend is exposed and you can draw a conclusion.

Example of finding data breaks

  • Distribution overall held at 82% throughout the year. At the macro level, it looks like there is no issue at distribution at all)
    Distribution on 16 count fell only a little bit over the year going from 74% to 71%. Even at one layer down—the count size—there’s still very little break in the data
  • Distribution on 16 count at Convenience stores went from 84% to 38% in the last 2 months. As we are starting to twist the data, it shows a dramatic and quick drop at the Convenience channel.  As you start to dig around you might find out that the biggest Convenience Customer, 7-11, delisted the brand recently.

Comments are closed.