Market performance
Market performance dashboard shows a market's top-line performance and identifies the most significant trends that drive positive performance.
Use this dashboard to:
Understand top-line performance for the market, that is, whether the overall market is up or down.
Explore the biggest drivers of performance for the market and reveal important trends to socialize across the organization.
Develops ad-hoc diagnoses of performance, such as what caused softness in sales for a specific region during a particular period.
How did Market benchmark perform ...?
Use this section to understand the overall market performance outcome. Mouse over the options under the bar chart to highlight the Panel sales bars, the Comparison period line, or both. This example shows how the market benchmark is performing in the East North Central region during November 2021, using the year over Year (YoY) comparison period:
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.
Why was Market benchmark up/down X% ...?
Use this section to understand the reasons behind the market performance and identify the key drivers in performance trends that explain the market results. Click each driver to see the details and mouse over the options under the bar chart to highlight the Panel sales bars, the Comparison period line, or both. This image shows the drivers that account for the market's performance in November 2021, using the Year over Year (YoY) comparison period:
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
Market performance uses the Transaction dataset, specifically the Panel sales metric. For more information, see Datasets.
Drivers of performance
Drivers of performance are metrics that assess all available trends. These include:
- 1st-party panel sales KPIs:
Check size — Average amount of dollars spent per transaction out of all the brand transactions.
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.
Penetration — Percent of total panelists that made one or more transactions with a particular brand or market during a period of time.
- Channel KPIs: Note: These drivers might not be available for all brands or retailers.
Physical panel sales — Sales for a brand or retailer originated in-store.
Digital panel sales — Sales for a brand or retailer originated digitally.
3rd-party delivery panel sales — Sales for a brand or retailer that originated from 3rd-party delivery platforms such as DoorDash, Grubhub, Instacart, etc.
- Panel sales by ethnicity — Sales for a brand or retailer coming from a specific ethnic group.
- African American
- Asian
- Caucasian
- Hispanic
- Other
- Panel sales by income — Sales for a brand or retailer coming from a specific Income group.
Less than USD 40,000
USD 40,000 - 60,000
USD 60,000 - 80,000.
More than USD 80,000.
- Panel sales by geography (not applicable to KPI tracking) — Sales for a brand or retailer coming from a specific geography.
- Regions
- Designated market areas.
- Panel sales by customer segment — Sales for a brand or retailer coming from a specific Customer segment.
High frequency — Panelists who have the threshold number of transactions or more over the previous 6 months.
Low frequency — Panelists who have less than the threshold level of transactions over the previous 6 months.
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.
Market Frequency threshold (in Competitive performance and Customer profile) Frequency threshold (in Customer migration) 3rd-party grocery delivery 6 - 3rd-party restaurant delivery 6 - Airline 6 - Amusement park 6 - Apparel 3 1 Audio streaming 6 - Auto parts 3 1 Beauty specialty 3 1 Books 6 1 Buy now, pay later 6 - C-store 9 - Cable, satellite, and ISP 6 - Car rentals 6 - Casual dining 3 1 Catering 6 - Club 12 2 Consumer electronics 6 2 Craft 3 2 Department 3 1 Dollar 6 2 Domestic merchandise 3 - Drug 6 2 E-commerce 21 6 Family dining 3 1 Fast casual 6 2 Frozen desserts 6 2 Furniture 3 1 Health and fitness 6 2 Home improvement 6 2 Hotels 6 - Industrial and construction 6 - Liquor 3 1 Mass 12 2 Meal kits 6 - Office supplies 3 1 Online grocery 6 - Other (Retail) 6 - Pet specialty 3 2 Pizza 6 2 Quick service 6 2 Ridesharing 6 - Sporting goods 3 1 Supermarket 12 2 TeleComm 6 2 Ticketing 6 - Travel aggregator 6 - Video streaming 6 -
Each driver of performance directly contributes to increasing, decreasing, or having no impact on Panel sales. For example, if Check size increases, it has a positive effect on how much money each transaction brings, which means that an increase in Check size by itself has a positive impact on Panel sales (as long as the other KPIs remain the same). Sense360 builds data models to determine how much each of the drivers of performance contributes to Panel Sales performance in each period. The outputs of these models are contributions, since each driver contributes to determining the top-level Panel Sales performance.
The drivers of performance displayed are the ones with the biggest overall contribution on Panel Sales for that period. So for example, if Panel Sales for Asian ethnicity customers increased from $10M to $12M, while Panel Sales for Hispanic ethnicity customers increased from $5M to 6M, then the Asian ethnicity has a bigger contribution ($2M versus $1M). A similar process calculates the contributions across all drivers of performance and ranks them to select only those with the biggest impact on Panel Sales.
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.
- Market benchmark
- The market to analyze the performance from.
- 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.
To export the dashboard information as a Excel file, click Export.
What's next?
Together with Market performance, use these dashboards to obtain supplementary insights:
- Competitive performance — Compares your Panel sales metric performance against the market and competitors.
KPI tracking — Digs deeper into insights uncovered for specific KPIs, competitors, or geographies.
