MULO+ Basics
Circana expanded their MULO universe to include additional retailers not represented in MULO. This expansion resulted in the Total US Multi-Outlet coverage size by what percentage?
What is 15%?
Our dedicated Nestle resource for questions related to MULO+ Channel Splits.
Dan Costanza
Provide why retailers are restricting UPC level reporting for certain items with MULO+.
Retailers looking to retain customer loyalty with unique items exclusively in their stores - they believe they are being overexposed when these items appear in MULO+ reporting
A popular retailer known for not sharing their Private Label data beyond a Category level.
Who is CVS?
Client Question: I have an item that is exclusive to Amazon, and it is being suppressed at the UPC level, is it still being included at higher levels?
Yes - suppression will apply to the lowest possible level where an item is identifiable.
The percentage of sales that is being covered by census data in MULO+.
What is 90%?
The online order fulfilment type that is not reflected in Total US - MULO+ - E-Commerce.
What is 3PD (Third Party Delivery) where the customer orders through the 3PD app (Instacart/Doordash) and 3PD picks and delivers the order?
These items are never restricted in the Nestle custom model, although they may still appear on the Sam's Restricted List.
What are Nestle items?
The difference between Item Masking and Item Suppression.
Item Masking is when an item is visible but anonymized and Item Suppression is when an item is not visible on a UPC Level
Client Question: I am doing an analysis across the various US States. It looks like California is missing. Is that State unavailable?
The two outlets that are impacted the most by AVC contribution when transitioning to MULO+ with Conv.
What are the Club Channel and the E-Commerce Channel?
Double counting when e-commerce orders appear in both online and in-store RMAs.
What is Sales Overlap?
What two scenarios require Circana to apply UPC Level Restrictions to stay compliant with our MULO+ exclusive retailers?
1. Exclusive Movement at one retailer
2. Dual Movement across fewer than three retailers
Name one of the retailers that are supplying both B&M and E-Comm sales in MULO+ that contribute to the additional coverage from MULO.
Costco, Ulta, Five Below
Client Question: I pulled data in August '25 that looks at Units per Point of Distribution on MULO. When I review that same pull on MULO+ the numbers are drastically different. Is this correct?
The measure being used utlizes ACV in it's measure calculation, so the increase in ACV likely impacts the product selection's performance if the item did not perform at the same exponential rate as the growth of MULO when moving to MULO+.
The party data that is not included in MULO+.
What is 3rd Party Data (3PD)?
What two retailers are not available as an ePOS geography due to Circana projecting their E-Commerce data (meaning we do not get a specific feed for their E-Commerce data)?
Amazon 1P & Wal-Mart
The frequency in which the exclusive item list is updated.
What is weekly?
The rule that restricts the release of volume sales for categories that have less than 95% of items with the same volume equivalency description setting.
The 95% Rule
Client Question: I am interested in reviewing my Channel Split data by fulfilment type. Where can I go to get that information?
ePOS Geographies that our client subscribes to have the different fulfilment types broken out where avilable. Otherwise we would need to defer folks to their Gateway subscriptions.
When casual conditions are not collected in some expanded retailers, this measure may appear higher because sales cannot be attributed to promotion.
What is base sales?
Give me an elevator pitch on the new MULO+ Brick and Mortar and E-Commerce channel splits.(Answer is not in 'What is?' format)
* Clients get UPC level information aligning to their custom content (attributes and hierarchies)
* Sales have been de-duplicated, which makes B&M and E-Comm MULO+ splits additive!
* Available at Total - US and Standard Region Levels
* E-Commerce includes all Existing ePOS Retailers
The minimum number of weeks of movement required before lifitng suppression to prevent in-and-out turnover in MULO+.
What is 6 weeks?
The name of the delivery process that brings in data modifications to Product and or Geographies that have accumulated over the span of 13 weeks.
Whitebox Refresh
Client Question: I provide my retailer connection Share of MULO in one of my regular reports. MULO is rolling off of the database. What options are available for me to provide them with a share number that mimics MULO rather than MULO+?
There is no way "mimic" MULO sales after transitioning to MULO+. MULO+ is considered the goal standard for market measurement for Total US coverage.
Alternatives: Geography Aggregate (volumetric measures only) or B&M Channel Split (if trying to avoid Amazon 1P 'noise')