Nielsen CGA Is Able to Help Clients Better Understand the Dynamics of Their Brand’s Sales Throughout the Day
Nielsen and CGA Strategy Ltd., through their Nielsen CGA joint venture, announced the launch of Check-Level Insights Pool (CLIP) data. This first-to-market offering will provide transaction-level insights around sales performance in both chain and independent bars and restaurants across the U.S. beverage alcohol market.
Building onto Nielsen’s on-premise and off-premise measurement services, Nielsen CGA’s CLIP data will allow marketers to analyze on-premise sales of alcohol beverages down to check-level transactions. The first phase of Nielsen CGA’s CLIP data launch will cover alcohol-based drink sales. Coverage for non-alcoholic offerings, such as soft drinks, energy and food, are planned for future offerings. Currently composed of 4,000 locations, with commercial commitments already in place to grow this to at least 8,000 outlets by the end of 2018, Nielsen CGA’s CLIP dataset is the only, commercially available source of this type of rich, granular, on-premise data.
With check-level insights, Nielsen CGA is able to help clients better understand the dynamics of their brand’s sales throughout the day in key channels and markets. While consumer- or person-level data is never revealed, Nielsen CGA CLIP data will enable companies to gain purchase insights such as: average value of checks when their brands are purchased, the relationship of their brands to others and how their brands perform on key occasions such as at Happy Hour or even national events such as St Patrick’s Day, Super Bowl Sunday, etc. This dataset also enhances Nielsen’s Advanced Analytics and Consulting practice capabilities, furthering the ability to assess the best promotion strategy, assortment optimization and the incrementality impacts of specific in-outlet activities for clients. Together with Nielsen’s Marketing Mix team, Nielsen CGA is working to fold this type of data into Nielsen’s leading marketing mix analysis, an industry first within the on-premise market.
“The on-premise has never been more dynamic or competitive,” says Scott Elliott, SVP of Nielsen CGA. “For marketers, knowing what is bought alongside their brands, what time of day their brand/category is purchased, how their brands perform on key events and key dayparts are all crucial insights to navigating today’s marketplace. With this unrivaled market intelligence, and with a broader, total consumer mindset, brand marketers will be better positioned to make data-fueled decisions to know what the best next step forward could be.”
The launch of the CLIP dataset, which is available now, adds to Nielsen CGA’s already strong portfolio of On-Premise solutions including OPM (On-Premise Measurement), OPUS (On-Premise User Survey) and KAST (Key Account Sales Tool).