This course is a pre-requisite to CASE 100. It will introduce you to the underlying Homescan principles and procedures necessary for successful application of CASE and other Nielsen Panel systems.
Welcome to CASE 050 - Principles of Panel Data Reporting
Panel helps our clients answer many important questions
Our goal today is to introduce you to the underlying Homescan principles and procedures necessary for successful application of CASE and other Nielsen Panel systems.
Today we will review
Components of Data Accuracy
Buyer vs. Shopper
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Please keep track of any questions you may have as you go through the session. You will have an opportunity to submit them at the end of the session.
Components of Panel Accuracy
Please select true or false
Sampling Error results from estimating a population by measuring a portion of that population
Measurement Error is the largest component of non sampling error
Nielsen can totally eliminate Bias from our panel
We control for a standard error through our sample size
Measurement error is the difference between the recorded response and the true value
We very rarely discuss standard error with our clients
Standard error measures the variability of an estimate due to sampling
Static - a reporting criteria that is applied to households to ensure that only consistent reporters are included in the analysis. This allows us to have confidence in the data.
Nielsen Homescan Projections are carried out at the household level
Household sample must be
Representative of the target population
Good reporters to generate good projections
An independent static is used to evaluate total market placed trends and should be used for most all panel analysis.
Each sample is projected to the total target population for each time period.
Independent static will include the impact of household growth.
You can have different households included in each period).
All households have to meet the static in each period.
Linked Statics are used to trace a specific target population overtime.
Not necessarily representative of the general market place, but is representative of how the same households behavior is changing over time.
Generally used for very specific and focused business issues
Samples have to meet the static in EACH time period
Linked statics are required for the following report models
Brand Shifting/Brand Measure
New Lost Retained
Data Science Static Guidelines
Data Science Static Recommenation
* Monthly projections for the Trial and Repeat model should use a 1/2 static. Reports that are aggregating 8 weeks of data should use a 2/2.
Please match the text to the description
A reporting Criteria that is applied to households to ensure that only consistent reporters are included in the analysis
Includes new households that are within our panel in the current time period but not in the previous time period
What we use when we want to follow households over time
Trial and Repeat Model should use what type of static?
For a 12 month analysis what type of static is recommended?
Defining Time Periods
In CASE there are always two different time frames that must be defined in the period dimension:
Data Period(s) - defines the time frame for Data
Static Period(s) - defines the time frame for included Households
These two time periods are usually - but not always the same.
Which two time frames are required
Static & Data
Sample & Bias
Data & Measurement
Tell us what you know about time periods
There are different time periods required in CASE. A static time period is the time frame to determine included while the data time period defines the time frame for
In CASE a data cycle definition is required as well for both the Data and Static time periods.
4-4-5 data cycle is a 12 period data cycle for clients who follow a 12 period calendar.
4-4-4 data cycle is a 13 period data cycle for clients who follow a 13 period cycle.
Data cycles are determined by several considerations:
Team norms - what the team and client has set as their expectations.
The total number of weeks in the reporting period must be included in the data cycle.
If you are trying to match a previously run report.
Data cycles are usually consistent across data and static time frames.
How many periods are in a 4-4-5 Data Cycle?
How many periods in a 4-4-4 Data Cycle?
What are three things to consider when determining your report data cycle?
Team norms, total weeks required, if you are trying to match a previously run report
Team norms, data period, and static period
4-4-4, 4-4-5, and data period
Are data cycles usually consistent between static and data time frames?
Demographic Variables Used in Panel Projection
9 standard demographic variables used to project up to the market you are processing.
Household head age
Female head of household age
Male head of household age
Household head occupation
Presence of children
Hispanic is not part of the race variable. Hispanic is considered separately as an ethnicity. If a household answers yes to Hispanic, their household information will be copied over to the Hispanic panel.
The annual panelist survey is fielded in October to capture information on these and other demographic variables. The information is collected and loaded into CASE for the 1st week of the following year.
How many demographic variables are included in standard projection?
it depends on what demographics you are interested in.
Is Hispanic included in the race variable?
Please select the 9 demographic variables used in standard household projection
Age of Children
Presence of Children
Head of Household Age
Head of Household Occupation
Female Head of Household Education
Male Head of Household Education
Primary Shopping Channel
There are different types of data types you can process within CASE
Show us what you know about different data types
There are data types you can process in CASE. data is made up of households who shopped in your specific retailer, but didn't necessarily by your item in that retailer. data reports transactions that occurred within a specific retailer. data is volume for a specific item with at least one purchase of this item in a specific retailer along with all other purchases of the item outside the retailer.
Buyers, Shoppers & Transactions
Definition of Buyer and Shopper
Please select the questions that can be answered with either buyer or shopper facts.
Manufacturer and Retailers
What is a transaction, how is it different from a buyer?
What is a Buyer?
What is a Shopper?
What is a Transaction?
Additional Resources CASE Resources
Congratulations on completing the CASE 050 online tutorial. You are now ready to take the CASE 100 Foundation and Reports classroom course.
If you have any questions regarding the content of the course, or need clarification on something, please submit them to [email protected].
Please take a few minutes to save the attached documents to your computer in preparation for attending CASE 100, as these materials will not be part of your course material.
The Homescan Data Enabler files can be found on the US Data Inquiry iShare site. Please click here for a link to the US Data Inquiry site, and select markets to find the most current Data Enabler file.
To EXIT THE COURSE and log your completion, click the blue icon at the top right and then select "Finish course."