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Market Share Cockpit on Nielsen/IQVIA

Nielsen and IQVIA sell-out data aligned with internal sales.

External market hierarchies mapped to internal master data, for like-for-like market share and growth decomposition with full lineage.

A leading consumer goods company 2024

Sales & Marketing FMCG / Pharma Market Share & Commercial Analytics
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Challenge

External sell-out hierarchies did not match internal master data and ERP categories, so every cycle needed manual reconciliation.

Delivered

A market share platform consolidating Nielsen and IQVIA data with internal ERP reporting.

Decision support

Like-for-like market share tracking and growth decomposition, with automated quality checks and lineage.

Challenge

Sell-out data from Nielsen and IQVIA arrived in different structures, aligned to external market hierarchies that didn't match the company's internal master data and ERP categories. Comparing market share against internal sales required reconciling category, channel, and regional definitions across systems - manually, every reporting cycle. Insights took days; decisions waited.

Approach

We built a market share analysis platform consolidating Nielsen and IQVIA sell-out data with internal ERP reporting. The platform aligns external market hierarchies with internal master data across channels, categories, and regions - enabling like-for-like comparison and growth decomposition with full data lineage.

Automated data quality checks ensure consistency across reporting levels. Hierarchical transformations preserve the granularity needed for both market-level and SKU-level analysis.

Nielsen data arrives through secure SFTP; IQVIA data is ingested using a service principal. The data is stored and processed in Azure Data Lake and Snowflake: Azure Data Factory and Snowflake handle staging, processing and loading, and SQL Server Master Data Services is used for master data enrichment. The quality checks include automated KPI analysis, value frequency analysis and monitoring dashboards, and the platform adjusts to evolving data structures.

  1. 01

    Consolidate

    Nielsen and IQVIA sell-out data combined with internal ERP reporting.

  2. 02

    Align

    External market hierarchies aligned with internal master data across channels, categories and regions.

  3. 03

    Compare

    Like-for-like comparison and growth decomposition, with automated data quality checks and full data lineage.

Outcomes

Qualitative project outcomes; no measured savings are claimed.

  • Unified market view consolidating external research data with internal sales

  • Aligned market hierarchies with internal master data

  • Growth decomposition and like-for-like market share tracking

  • Automated data quality checks and full lineage

  • Foundation for confident commercial decision-making

Technology

Nielsen / IQVIA integration Data harmonization layer Power BI ERP integration Azure Data Lake Snowflake Azure Data Factory SQL Server Master Data Services SFTP (Nielsen) Service principal ingestion (IQVIA)

Solution areas: Data Foundations ยท Data Products

Related case studies

Have a similar challenge?

Bring one external data source and your internal hierarchy. Discuss how to compare market share like for like.

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