Source Software
Providing a clear and data-backed view of how each factor contributes to overall results.
Source
Source is a software application that estimates the components of the incremental volume for each promotion. For example, this graph below divides the incremental volume from various types of users, such as:​
- New Users
- ​Occasional Users
- Price Buyers
- Size Switchers
- Brand Switchers
- Brand Size Loyal
- ​Chain Switchers​
​Not all lift during a promotion leads to incremental consumption. To help understand the concept, let's look at this example:
Source Conceptual Example