Library · Traffic · How to run this
Northbeam retail-vs-DTC split is not catalog-vs-prospect
Take one Northbeam retail-DTC split book. Put retail-path $ next to DTC / direct-to-consumer $. Divide the absolute gap by DTC $. That is NB retail-DTC gap % — catalog-prospect and podcast-paid books never feed this channel cut.
Pair: Retail-vs-DTC gap under Traffic. Catalog twin: NB catalog-prospect. Podcast twin: NB podcast-paid.
Retail-DTC split dollars
Retail revenue $ — Northbeam dollars tagged retail / wholesale / marketplace paths on the named book.
DTC revenue $ — Northbeam dollars tagged DTC / direct / owned-store paths on that same book.
NB retail-DTC gap % = |retail − DTC| ÷ DTC × 100. When NB retail-DTC gap % runs hot, fix retail vs DTC channel maps — leave empty chips empty.
What not to do
Skip inventing NB retail-DTC gap %. Skip loading catalog-vs-prospect or podcast-vs-paid CSVs into retail/DTC boxes. Skip stuffing organic $ into the retail field. Skip blending books when one Northbeam retail-DTC split owns the swing.
Related: Traffic, NB catalog-prospect, NB podcast-paid, NB paid-owned.
Procedure
- Type retail revenue $ and DTC revenue $.
- Read NB retail-DTC gap %.
- Reconcile retail vs DTC maps when NB retail-DTC gap % is material.
Failure modes
- Inventing NB retail-DTC gap %.
- Loading catalog-vs-prospect or podcast-vs-paid CSVs into retail/DTC boxes.
- Stuffing organic $ into the retail field.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- NB retail-DTC gap %
- |Retail $ − DTC $| ÷ DTC $ × 100 on one Northbeam retail-DTC split book.
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FAQ
- Is this Northbeam catalog-vs-prospect gap?
- Retail vs DTC channel split vs catalog vs prospect audience split. [Catalog-vs-prospect gap](/manuals/northbeam-catalog-vs-prospect-gap) stays on catalog / prospect. Retail / DTC dollars belong on this retail-DTC book.
- Is this Northbeam podcast-vs-paid gap?
- Retail / DTC channel credit vs podcast / paid media credit. [Podcast-vs-paid gap](/manuals/northbeam-podcast-vs-paid-gap) stacks podcast against paid. Here you only compare retail $ to DTC $.
- What NB retail-DTC gap % should I invent?
- None. Pull retail revenue $ and DTC revenue $ from the same Northbeam retail-DTC split book.