Capture Rates: Find the Right Retail Data Properly
The analysis is highly dependent on making reasonable assumptions, so try to be conservative. If you believe your capture rate at a segment level is 80 percent, for instance, use 90 percent as the assumption. You’ll underestimate actual performance, but you’ll protect yourself should the assumptions significantly change.
As retail channel integration continues to grow, you’ll be faced with many more data interpretation challenges. Your job is to try to estimate “what might have actually happened,” and then illustrate customer performance before and after applying assumptions.