KPI tracking

KPI tracking dashboard digs deeper into a range of key performance metrics. It explains how each KPI is impacting overall sales performance and how your brand compares against your competitors.

Use this dashboard to:

  • Regular monitor and report on how performance compares to competitors.

  • Answer ad-hoc business questions, such as Have our recent initiatives led to an increase in frequency compared to competitors?

  • Dig deeper into insights uncovered on Competitive performance for specific KPIs, competitors, or geographies.

Watch this video to learn about KPI tracking:

Overview

The Overview shows general, high-level information insights about your brand top-line performance compares against its Competitive set. It includes three visualizations:

  • Panel sales.
  • Channel panel sales.
  • 1st party panel sales KPIs.

  • Foot traffic KPIs.

Panel sales

This visualization shows how Panel sales KPI performs for your brand compared to the Competitive set during the Comparison period. Mouse over the lines on the line chart to highlight how your brand and the Benchmark performed during the Comparison period.

In this image, Overview shows Panel sales performance for McDonald's in the Middle Atlantic region, using a Period over period (PoP) Q3 Comparison period in 2021, against the Competitive set benchmark.

McDonald's Panel sales performance in the Middle Atlantic region during Q3 2021 compared to the competitive set.

To visualize a part of a chart in more detail, click and drag the area to see. Click Reset zoom to see the bar chart in its original size.

Channel panel sales, 1st party panel sales KPIs, and Foot traffic KPIs

Channel panel sales, 1st party panel sales KPIs, and Foot traffic KPIs visualizations show performance breakouts that explains the reasons behind the Panel sales results. This image shows 3rd party delivery trends for Channel Panel sales, as well as Penetration, Frequency, and Check size performance components on 1st party Panel sales KPIs.

Channel Panel Sales and 1st Party panel sales KPIs .

Click Show more under the KPIs to open the corresponding section to see more details.

KPI-specific performance

Each of these sections dig deeper on each KPI to analyze how they perform for your brand against the selected Benchmark in more detail. Mouse over the lines on the line chart to highlight how your brand and the Competitive set brands performed during the Comparison period. To see the trend of a specific brand, hover over the brand name at the legend at the bottom to highlight it in the chart.

For example, this image shows McDonald's Frequency KPI performance in the Middle Atlantic region using a Period over period (PoP) Q3 Comparison period in 2021, against the Competitive set benchmark.

McDonald's Frequency KPI shows -1%, the same as the Competitive set, during the Comparison period set (Q3 17 to Q3 21).

To visualize a part of a chart in more detail, click and drag the area to see. Click Reset zoom to see the bar chart in its original size.

Data and methodology

KPI tracking uses the uses the Transaction dataset, specifically the Panel sales metric. For more information, see Datasets.

KPIs

These are the KPIs available for the dashboard:

  1. 1st-party panel sales KPIs:

    1. Check size — Average amount of dollars spent per transaction out of all the brand transactions.

    2. Frequency — Average number of transactions per panelists on a a particular brand or market. At least one transaction is required to be part of this metric.

    3. Penetration — Percent of total panelists that made one or more transactions with a particular brand or market during a period of time.

  2. Channel KPIs:
    Note: These drivers might not be available for all brands or retailers.

    1. Physical panel sales — Sales for a brand or retailer originated in-store.

    2. Digital panel sales — Sales for a brand or retailer originated digitally.

    3. 3rd-party delivery panel sales — Sales for a brand or retailer that originated from 3rd-party delivery platforms such as DoorDash, Grubhub, Instacart, etc.

  3. Panel sales by ethnicity — Sales for a brand or retailer coming from a specific ethnic group.
    1. African American
    2. Asian
    3. Caucasian
    4. Hispanic
    5. Other
  4. Panel sales by income — Sales for a brand or retailer coming from a specific Income group.

    1. Less than USD 40,000

    2. USD 40,000 - 60,000

    3. USD 60,000 - 80,000.

    4. More than USD 80,000.

  5. Panel sales by geography (not applicable to KPI tracking) — Sales for a brand or retailer coming from a specific geography.
    1. Regions
    2. Designated market areas.
  6. Panel sales by customer segment — Sales for a brand or retailer coming from a specific Customer segment.

    1. High frequency — Panelists who have the threshold number of transactions or more over the previous 6 months.

    2. Low frequency — Panelists who have less than the threshold level of transactions over the previous 6 months.

    3. New/Returned customers — Panelists who have a transaction with the brand in the selected period but hadn't had a transaction with the brand for at least 6 months.

      MarketFrequency threshold (in Competitive performance and Customer profile)Frequency threshold (in Customer migration)
      3rd-party grocery delivery 6-
      3rd-party restaurant delivery 6-
      Airline6-
      Amusement park 6-
      Apparel31
      Audio streaming 6-
      Auto parts31
      Beauty specialty 31
      Books61
      Buy now, pay later 6-
      C-store9-
      Cable, satellite, and ISP 6-
      Car rentals6-
      Casual dining31
      Catering6-
      Club122
      Consumer electronics62
      Craft32
      Department31
      Dollar62
      Domestic merchandise 3-
      Drug62
      E-commerce 216
      Family dining 31
      Fast casual 62
      Frozen desserts62
      Furniture 31
      Health and fitness 62
      Home improvement 62
      Hotels6-
      Industrial and construction 6-
      Liquor31
      Mass 122
      Meal kits 6-
      Office supplies31
      Online grocery 6-
      Other (Retail) 6-
      Pet specialty 32
      Pizza 62
      Quick service 62
      Ridesharing 6-
      Sporting goods 31
      Supermarket 122
      TeleComm 62
      Ticketing 6-
      Travel aggregator6-
      Video streaming6-

Filters

Dashboards come with filters at the top of the screen to filter and organize the data shown in them. Select the field values to filter dashboard data, and then click Apply filters to see that selection reflected in the different modules. As you make selections, some of the remaining fields adjust dynamically so that only applicable options are available. To filter this dashboard, click Show filters at the top and select:

Comparison period

Use this filter to show data in the specific time periods, such as Year over Year (YoY), Period over Period (PoP), or versus 2019.

Brand

Lists of available brands for analysis. Brands displayed depend on what market you are is set up with.

Geography

List of United States geographies to analyze, which includes National (all of the U.S.), My System (the combination of all Designated market areas where there is at least a store), Regions, and every individual Designated market area.

Aggregation

A group of different time periods (such as Week, Month, or Quarter) to display data within the selected ranges.

Year
Calendar year to see insights from.
Benchmark

Market used to compare your metrics against to understand if you are over or under-performing.

To export the dashboard information as a Excel file, click Export.

What's next?

Together with KPI tracking, use these dashboards to obtain supplementary insights:

  • Customer migration — Shows what competitors you are acquiring customers from or losing customers to.

  • Customer profile — Customers' key demographic profiles and how they differ from your competitors'.