Why is calculating out of stock rates from a sample of online stores dangerous for CPGs?

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Because the incidence of error is high, yielding non-actionable, inaccurate indicators.

This example shows the accuracy rates of different sample sizes for a dominant soda brand at online Tesco stores

Only total coverage of estores generates actionable data.

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Data Impact’s out of stock KPI is calculated with data from all online stores and has an accuracy rate of: 


Source: Data Impact by NielsenIQ 

Note: Results are based on analysing OOS rates for a soda brand across 10,000 samples of random store combinations from February 8 – 14 2021 at 320 online Tesco stores. 

About Data Impact

We help manufacturers improve their digital commerce.

By collecting over 60 billion data points per day, Data Impact offers the most granular, and therefore insightful, overview of the online CPG marketplace. We collect data at every single online site that major retailers list products, and render it in a simple, clear dashboard with a user experience our clients rate highly. 

Our support team accompanies brands

in customizing their platform to monitor the KPIs they choose such as share of voice, digital shelf analysis, optimizing availability and pricing, and estimating market share and increasing performance on Amazon. 

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