A better way to measure your FMCG brand and sales channel performance

Move over Nielsen!

The Ecommerce Intelligencer
3 min readJul 13, 2016


Gathering data about how your FMCG brand is performing can be terribly hard.

If you’ve been through the grind, you’re probably used to working with month old Nielsen data manually gathered from a small group of physical retailers, even as your costs for acquiring these reports pile up. What’s more, as a result of the hassle involved, you’ve probably not given e-commerce much of a thought, especially since it still represents a small percentage of your total sales volume.

We understand this pain … so we’re glad to let you know that we’ve found a solution!

With the billions of data points available via the Semantics3 API, we’ve created a digital age solution to this ever present problem — one that can give you insights in real-time across thousands of stores and millions of SKUs.

Introducing Semantics3 Brand Metrics, a unique way to measure performance and reach of consumer brands online.

Semantics3 Brand Report — Shampoo Category (US)

Click here, or on the image above to access the spreadsheet.

Not a believer in e-commerce you say? Regardless, you’d have to concede that even if online is a small sales channel for you, it has a huge role in shaping consumer sentiment irrespective of the final sales channel. As we previously wrote, brands are missing out on the e-commerce party. And since e-commerce is a microcosm of your total sales volume, it is an accurate statistical representation of your overall brand performance!

Here’re the metrics on offer in this report:

  1. Semantics3 Brand Index: A single score that shows how well the brand is performing in terms of reach and performance.
  2. Median Discount %: The average discount % that SKUs from this brand carry — a higher number indicates that the brand is typically heavily discounted.
  3. Median Price: Indicates whether the brand is competing on the high (premium) end of the market, or on the lower (volume) end of the market.
  4. Customer Satisfaction Rank: Derived from how well products are rated online, it indicates how well customers have been reacting post purchase.
  5. Listing Rank: Indicates how widely listed the product is on the web; a low rank indicates poor distribution.
  6. Stock Availability Rank: Indicates product availability, i.e., how widely in-stock the product is.
  7. Variety Rank: A poor variety rank indicates a smaller assortment set, i.e., competitors are in the market with a wider variety of products.
  8. Chatter Rank: A good rank indicates a high volume of chatter about product — which in turn indicates how strongly customers feel about the brand.

These metrics are based on thousands of underlying data points collected from across hundreds of retailers. For access to the individual data points, detailed brand performance reports, competitor analysis reports, cross-category reports or access to premium metrics (including consumer sentiment details, price trend curves and supply trend curves), just get in touch with us!

Schedule a free consulting session, or email us at contactus@semantics3.com.

Lovingly built in San Francisco, Singapore, and Bengaluru by Govind Chandrasekhar and the Semantics3 Team.