Incremental Dollars

Description: Additional sales revenue generated by a promotion above the expected baseline.

Formula: Incremental $ = Actual Promo Sales – Baseline Sales

SQL Calculation:

SUM(promo_sales_dollars) - SUM(baseline_dollars) AS incremental_dollars

Why It Matters: Measures the true dollar lift from running a promotion.

Metric Type: Result

Essence: Lagging

Frequency: Per Promotion Event / Weekly

Units: Dollars ($)

Suggested Breakdowns: Product, Retailer, Market, Promotion Type

Questions Answered:

• How much extra revenue did this promo generate?

• Which products/retailers delivered the highest lift?

Potential Causes of Worsening: Poor promo execution, weak discount depth, competitive promos overlapping.

Tactics to Improve:

• Increase promo awareness (feature/display)

• Optimize discount depth

• Improve timing

Related Metrics:

• Incremental Units

• Lift %

• ROI

Related Explores:

• Retail Promotion Analysis

• Trade Spend Effectiveness

Related Sources:

• URMS.SALES_REPORT

• Retail Promo BSD