UPCOMING WEBINAR: The complete guide to analyzing NPS This article describes how to run create an Incrementality Plot from TURF (Total Unduplicated Reach and Frequency) analysis outputs.
The article describes how to go from multiple TURF Analysis Outputs...
...and present the data as an Incrementality Plot like the below.
Requirements
- At least two TURF Outputs (See: How to Run a TURF Analysis).
- All alternatives included in each portfolio also need to be included in all larger portfolios (eg all alternatives in a portfolio of three will also be included in a portfolio of five).
-
For the incrementality plot, it will only work if each TURF output used in it has the same brands as the preceding TURF output.
- The results of TURF analyses will be shown in order (smallest first).
Please note these steps require a Displayr license.
Method
- In the Anything menu
select Advanced Analysis > TURF > Incrementality Plot.
- In the object inspector go to the Data tab.
- From the TURFs drop-down list select the TURF outputs ordered by portfolio size, with the TURF with the smallest portfolio selected first, followed by the TURF with one more alternative second, etc.
- OPTIONAL: To change the appearance of the plot, go to the Chart tab in the object inspector where you can change COLOR, FONT, DATA LABELS, X-AXIS, and Y-AXIS settings.
Options
Chart > COLOR > Increment - The color of incremental contributions.
Chart > COLOR > Connector - The color of connectors joining the incremental contributions.
Chart > COLOR > Total - The color of the total column.
Chart > FONT - Global settings for the font family, color, and size.
Chart > DATA LABELS - Settings for the font family, color, and size of the data labels.
Chart > CATEGORIES (X) AXIS - Settings for the font family, color, and size of the horizontal axis.
Chart > VALUES (Y) AXIS - Settings for the font family, color, and size of the vertical axis.
Acknowledgments
Uses plotly.
Next
How to Create a TURF Upset Plot
ebook - How to Use TURF to Optimize Product Portfolios