What is brand-to-ticker mapping?
Linking each consumer brand to the company that owns it and to that company's listed security, with ownership changes dated.
Definition
Brand-to-ticker mapping connects product-level data to the stock market. Each brand is mapped to its owner, public or private, and where the owner is listed, to its ticker, so observations on thousands of products roll up to a company.
Point-in-time mapping records when ownership changes (acquisitions, disposals, licensing deals), so historical data is attributed to the owner at that time, not today's owner.
How Data Purl measures it
Data Purl maintains brand ownership and licensing records, including acquisition and licence dates, and applies them to every product observation.
Why it matters
Without point-in-time mapping, backtests suffer look-ahead bias: an acquired brand's history would be credited to its new owner for years before the deal.
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