March 2020 What is masking amp why does It happen Why does masking happen Nielsen is contractually obliged to apply Boots sensitivity rules to any data where Boots is included in coverage This means that where they feel there would be an over exposure of trading for a product the product ID: 926593
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Slide1
Boots masking & Exclusions
March 2020
Slide2What is masking & why does It happen?
Why does masking happen?
Nielsen is contractually obliged to apply Boots sensitivity rules to any data where Boots is included in coverage. This means that where they feel there would be an over exposure of trading for a product – the product will be masked.
Boots inclusion in the Health & Beauty market requires masking rules to be applied – these rules apply to all data providers.
What is Data Masking?Data considered sensitive based on a criteria set by Boots will have the data zeroed at the relevant level of sensitivity within the database i.e. no value/vol/unit data will be available.NO data is ‘missing’ from the total database as a result of masking – other Exclusion rules apply (see further on).What is Boots criteria for masking data?The criteria for masking is sensitive and is triggered at a point where Boots have a certain level of market share.The exact market share figure that triggers the masking is confidential.Nielsen maintains the masking, which is reviewed every 4 weeks.
Search for: What is Masking?
Slide3Where is masking applied to?
The channel Boots is situated in depends on the
category.
Masking is assessed in the primary channel where Boots is
situated.Masking is applied in the channel and to Total Coverage.MedicatedPersonal Care
Slide4The process of applying masking
All products are placed in the appropriate levels of the database
We review the masking criteria
If appropriate, product is masked
Database deliveredMasking is reviewed each data run and if appropriate the masking is lifted
Appropriate pair-masking is identified and applied
Slide5How does this work in practice?
Total Category
Company A
Company B
Brand 1Brand 2CleansingCleansing
Everyday
Product A
Product C
Product D
Type 1
Type 1
Type 1
Category
Trading Company
Brand
Benefit
Product Identifier
Type
Moisturiser
Product B
Type 2
All products are placed in the appropriate levels of the database
All Other Companies
Slide6How does this work in practice?
Total Category
Company A
Company B
Brand 1Brand 2CleansingCleansing
Everyday
Product A
Product
C
Product
D
Type 1
Type 1
Type 1
Category
Trading Company
Brand
Benefit
Product Identifier
Type
Moisturiser
Product B
Type 2
We review the masking criteria
High share in Boots
High share in Boots
All Other Companies
Slide7How does this work in practice?
Total Category
Company A
Company B
Brand 1Brand 2CleansingCleansing
Everyday
Product A
Product C
Product D
Type 1
Type 1
Type
1
Category
Trading Company
Brand
Benefit
Product Identifier
Skin Type
Moisturiser
Product B
Type 2
If appropriate, product is masked
All Other Companies
Slide8How does this work in practice?
Total Category
Company A
Company B
Brand 1Brand 2CleansingCleansing
Everyday
Product A
Product C
Product D
Type 1
Type 1
Type 1
Category
Trading Company
Brand
Benefit
Product Identifier
Skin Type
Moisturiser
Product B
Type 2
If appropriate, product is masked
All Other Companies
Slide9How does this work in practice?
Total Category
Company A
Company B
Brand 1Brand 2CleansingCleansing
Everyday
Product A
Product C
Product D
Type 1
Type 1
Type 1
Category
Trading Company
Brand
Benefit
Product Identifier
Skin Type
Moisturiser
Product B
Type 2
Appropriate pair-masking is identified and applied
All Other Companies
Slide10How does this work in practice?
Total Category
Company A
Company B
Brand 1Brand 2CleansingCleansing
Everyday
Product A
Product C
Product D
Type 1
Type 1
Type 1
Category
Trading Company
Brand
Benefit
Product Identifier
Skin Type
Moisturiser
Product B
Type 2
Appropriate pair-masking is identified and applied
All Other Companies
Company B or some other Trading Company would become pair-masked with Company A
Slide11Facts about masking
Masking is based on Boots contribution to a particular segment / brand /
sku
(unless the product is pair-masked).
Masking is applied to volumetric facts, i.e. Value, Volume, Units and any associated expressions.Distribution and Price info is not masked.Masked lines are not removed from totals.Masking is applied at the level at which it is sensitive.Masking is applied to all time periods.Each database production cycle takes databases through “Release Rules” checks.Large database changes e.g. hierarchy changes will require
additional masking checks to be done before it can be delivered.
Slide12Boots exclusions
Slide13What are premium boots exclusions?
Why do Boots
premium exclusions
happen?
Boots provide Nielsen (& other data providers) with a list of brands which Boots consider ‘Premium’. These brands must be excluded entirely from the data as a condition of receiving Boots sales data.What brands are excluded?We cannot share exactly which brands are part of the Boots premium exclusions list.Brands that are premium exclusions are ones where Boots does not feel comfortable sharing any information about how the brands are performing.These brands will not appear in any Nielsen data, at Total Coverage or when looking at Boots KAD data.
Slide14NOW IT’S YOUR TURN…
Slide15Pick one
database to complete these activities
Please complete the quiz following the link below
https://
forms.gle/3vMeDTfmgf3jYykm6