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Find New Roads - Using Sell Out Data to Make Fact-Based Business Decisions

Neil Portnoy
Managing Director of POS Tracking Team North America | GfK


In a world of real-time decision making about brands, marketing, and profitability, data is no longer just a “nice to have.”  To take their performance to the next level, manufacturers and retailers alike need comprehensive, ongoing information — not just results from loyalty programs and promotions, but national trends showing what is really succeeding in stores.  CPG and other industries have long had access to this kind of street-level ROI data – but the US tire channel has been operating partly on “gut feeling” effort too long.  GfK has now assembled the fire POS(Point-Of-Sale) tire retail panel in the US, capturing SKU level data on sales at over 3,300 outlets across the country.  Applying the consistent approaches to coding and reporting it has perfected in measuring tire sales for some 30 countries around the world, GfK now has one year of US sales data tied to dozens of product attributes and claims, pricing, and geography.

We will share this story of building the panel, with visits to 39 states in just 25 months, usually accompanied by tire legend and GfK consultant John Gamauf (Johnny G).  We will describe what it takes to build and maintain a POS panel to assure high quality and deliver value to manufacturers and retailers.  And early data from GfK’s U.S. measurement will show how this information can be directly applied to making smarter, fact-based decisions.


Neil Portnoy brings over 20 years of experience in managing and applying consumer data to his role as Managing Director of GfK’s POS Tracking Tire panel.  In the past two years, he has visited over 30 states to recruit hundreds of independent tire dealers to the GfK panel, helping them understand the promise of data-driven, fact-based decision making.  He has also been instrumental in using consistent coding and data collection to the GfK’s U.  S.  tire data to the company’s existing tire POS measurements in 30 countries worldwide.  Before joining GfK, Neil developed breakthrough analytic solutions for the imaging industry, holding leadership roles at NPD, Nikon, and Nielsen Claritas.  He created innovative data sharing arrangements, tapped into new market through advanced consumer segmentations, and represented the industry at multinational conferences.