Event Anatomy
← Back to the ScorecardPRE-1996
Where the promoted volume came from
Units over the promo weeks, Method 0 baseline. The middle bar is volume that would have sold anyway; only the last bar is what the estimator credits to the promo.
Gross promoted volume minus the subsidized baseline the estimator would have expected leaves net incremental lift. Dip (pantry-load) and transfer (cannibalization) are not shown — these methods don't yet estimate them; both are estimable from observed data and arrive as their own bars in a later release.
- Net incremental margin
- $5,108
- Accrued trade cost
- $2,139
- Return on spend
- 2.39×
- Giveaway share
- 41%
Giveaway share is measured over complying stores only, while the bars show all promoted volume — so dividing the two bars above will not reproduce it exactly.
How wrong is this estimate? The error against known truth lives in the accuracy view — never on this page. →