Welcome to the Market Intelligence Reporting Handbook
This guide was created with you in mind, our customers who use Wiser’s Market Intelligence platform every day to make smarter decisions, move faster, and stay competitive. Inside, you’ll find clear explanations of each report view, helpful tips on how brands and retailers use them, and ideas to get even more value from your data. Whether you're using this as a personal reference or sharing it with your team, the goal is simple: to help you turn information into action.
What’s Inside
This guide explores the most commonly used reports in Market Intelligence, with practical tips and examples for each. You’ll find dedicated sections on:
Each section covers what the report shows, why it matters, how brands and retailers use it, and tips to get more from your data.
You don’t have to read it all at once. Use it when you need inspiration, clarity, or a quick reminder of what’s possible. Let’s dive in.
Base 100 Report
For example:
If a retailer's index value is 107, their price is 7% higher than your catalog price.
If the index is 100, that retailer currently has the base price.
If the index is 93, that retailer is 7% lower than the lowest price seen during the selected time frame.
Tips
Use with filters for clarity
It's especially important to apply filters like brand, category, or retailer to ensure you're comparing like products. Otherwise, the index can reflect differences in SKU coverage rather than actual pricing discrepancies.
Helps explain retailer behavior
Base 100 helps users understand whether a retailer is following their pricing strategy or deviating significantly. It's a strong entry point into conversations with retail partners about alignment or policy enforcement.
Coverage Report - By Brand
What It Shows
The Coverage Report (By Brand) helps you compare assortment differences by brand or category across selected retailers. It shows the percentage of SKUs listed for each brand at each retailer, giving a quick snapshot of distribution consistency and brand presence.
Coverage Report - By Retailer
What It Shows
Coverage by Retailer highlights how many brands or SKUs each retailer carries in a specific category or market. It shows the breadth and depth of each retailer’s assortment, helping you compare how widely and deeply they participate in the category.
Coverage Reports - Brand and Retailer
Tips
Banding
What It Shows
The Banding report groups products into pricing “bands” based on defined thresholds, such as every $10 or $25.
It reveals the distribution of products across those price bands by retailer, helping users understand assortment depth, pricing strategies, and potential gaps in the market.
Tips
Average Price Report - Brand
What It Shows
The Average Price (By Brand) view displays the average selling price of each brand across selected retailers. It highlights how brands are positioned within the category, showing which sit above or below the market average.
Average Price Report - Retailer
What It Shows
The Average Price (By Retailer) view displays the average selling price for each retailer across all tracked products or categories. Clicking into a retailer reveals brand-level averages, showing which brands or product types drive the overall pricing higher or lower.
Average Price Report - Brand and Retailer
Tips
Click through for details
Select a retailer to see brand-level averages and understand what drives pricing higher or lower.
Pair both views
Use the Brand and Retailer views together to see how assortment mix and pricing posture influence each other.
Track price shifts
Revisit the report to monitor how averages change after promotions, assortment updates, or new launches.
Filter with intent
Apply category, brand, or retailer filters to focus on a specific segment; remove filters to understand the broader market.
Compare with Quartiles
Combine with the Quartiles report to see both price magnitude (Average Price) and relative position (Quartiles).
Quartiles Report
What It Shows
How Quartiles Are Calculated
For each selected product group, the system ranks all SKU-retailer price combinations from lowest to highest. This list is then divided into four equal parts (quartiles) by position—not by price range. This means:
• A retailer can appear in multiple quartiles depending on the SKU.
• SKUs with the same price may fall into different quartiles if they span a ranking threshold.
• The price difference between quartiles may vary depending on market spread.
Quartiles Report
Use it to:
Tips
History
What It Shows
The History Report allows you to view daily changes in price and availability across selected SKUs and retailers over time. It displays a time series for each SKU-retailer pair, showing exactly when pricing, availability, or promotional status changed. This view is ideal for tracking trends, spotting anomalies, or analyzing the impact of price or promo changes over time.
Tips
Custom date ranges
Use filters to zoom in on specific time periods, like the days before or after a promo.
Historical data access
Most accounts can view up to 18 months of daily history directly in-platform.
Exporting data
Export up to 18 months of daily history in one download to manage file sizes and performance.
Spot anomalies
Sudden jumps in price or long gaps in availability may flag data issues or retail execution risks.
Promotions Report
What It Shows
The Promotions Report tracks the presence and depth of promotional activity across retailers and SKUs. It shows whether an item is on promotion, the discount amount, and the day’s price. You’ll see side-by-side comparisons of who’s promoting what and when.
Promotions Report
Tips
Identify brand patterns
Look for consistent discounting strategies across multiple SKUs within a brand.
Filter for relevance
Use brand, category, or product filters to isolate specific promo patterns. This can reveal whether a brand’s full line was discounted or just select SKUs.
Track timing and cadence
Look for consistency or gaps in promotional periods. Irregular promo timing may indicate retailer execution issues or SKU-level mismatches.
Combine with Pricing and Coverage
Use the Promotions Report alongside Pricing and Coverage to see if a product is both discounted and visible, or if a promotion is being run without proper assortment or availability.
Reviews
What It Shows
The Reviews report displays consumer-generated ratings and review counts at the SKU level across retailers. You can view the average star rating, number of reviews, and any rating trends over time for each product.
Tips
Watch for red flags
Sort by lowest-rated products or those with no reviews to surface potential issues. A sharp drop in rating may signal a recent product quality concern or fulfillment problem.
Compare across retailers
Look for mismatches in review count or rating for the same product across retailers. These often indicate data feed problems, duplicate listings, or reviews not being pulled properly.
Tie to volume and availability
Low-performing products with strong reviews might be candidates for increased support or promotion. Conversely, products with poor ratings may need to be phased out or improved before receiving more visibility.
Visual Cues & Interpretation Tips for Market Intelligence
These tips come directly from our Customer Success team, highlighting symbols, colors, and markers that users often misinterpret, or miss altogether.
Wrapping Up
Thanks for spending time with the Market Intelligence Report Guide.
We hope it’s helped you feel more confident navigating the platform and inspired new ways to use your data. Every report view is a tool for driving smarter strategy, and every insight you uncover brings you one step closer to your goals. Whether you’re tracking prices, spotting trends, or aligning with retail partners, Market Intelligence is here to support your success.
Have a question about these reports or
want to explore them further?
Reach out to your Customer Success Manager for guidance.