Pricing is a key element of syndicated data. The most common metric for reviewing pricing is Average Retail Price (ARP.) ARP is a blend of a brand or item’s everyday and promoted pricing. Brands and retailers look at the average price of items for a subcategory, and can use pricing metrics to build out premium, middle-tier, and value pricing buckets. Brands and items that are priced higher than the subcategory average tend to have higher dollar velocities; on the flip side, brands and items priced lower than the subcategory average tend to have better unit velocities. Increasing the price of a brand or item can help increase dollar sales, but sometimes at the expense of decreasing velocity. Sometimes brands commission Price Elasticity studies to predict how a price change will impact their velocity and unit sales.