Baselining Retail Point-of-Sale Data
Key Elements:
Quantifies what sales would have been in absence of short-term marketing events
Provides normal price and sales rates by store, item, week or day
Can be used to derive incremental lift from promotion and as inputs to other modeling
Grounded in industry best practice approaches
Baseline Experts

Marketing Analytics has substantial experience developing baseline sales measures for individual store/item combinations in both retail and restaurant verticals. These clients operate thousands of outlets and handle very large numbers of individual items.

Briefly, baseline represents expected sales when no short-term marketing activity is present. Our baseline measurements include both longitudinal components (historic non-promoted sales rate within a store) and cross-sectional components (cyclical ups/downs at specific times of year common to all stores in a market).
Promotion Sensor
For retailers where promotion data are seriously incomplete, Marketing Analytics applies a specialized “Promotion Sensor” baselining technique – designed to detect likely promoted weeks.
Methodology Developed with World’s Leading Expert
Dr. John Totten evaluated our baselining methodology and helped evolve it
Compared and contrasted our approach to others and helped improve handling of issues unique to non-grocery channels
Sales Dynamics That Can Be Handled Include:
High promotion frequency
Oscillating promotion schedules
Slow moving items
Extreme seasonality (e.g., Outerwear)