Which of the following is NOT a key source of data for retail analysis?

In the context of retail analysis, each source of data plays a critical role in understanding various aspects of customer behavior, sales trends, and inventory management. Social media analytics, while valuable for gauging customer sentiment and engagement, does not provide direct insights into sales and product performance that are essential for category management.

Vendor shipment data is vital as it reflects the flow of products from suppliers to retailers, enabling analysis of stock levels and supply chain efficiencies. Retail scanned sales data is crucial for understanding real-time sales trends, measuring product performance, and conducting inventory management. Consumer data, which includes demographic and behavioral insights, is essential for tailoring marketing strategies and product assortments to meet customer needs.

In contrast, while social media analytics may help inform marketing strategies or brand perception, it does not directly contribute to retail analysis focused on sales metrics and operational performance, making it the least essential source in this specific context.