​Source is  a software application which 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.

Click here to register for Source.  It's free!    After you register your email address, all you need to do is choose New Analysis and answer a few questions for your Category, Product, Promotion and go to results.  There are even two sample promotions under Existing Analysis for you to review.  If you experience any problems please contact pfranco@sparinfotech.com