Brand & Category definitions explained

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By Bart Muskala

updated 4 months ago

If you have access to our brand & category dashboard, you might be overwhelmed by the amount of insights we share. 

To clarify what each of them means, we have made the list below of defining them one by one.

TopicMetricDefinition
Main KPIsLast 7 daysThe extrapolated number of visits for the last 7 days (excluding a two day delay) compared with the exact same 7 days last year (e.g. Wednesday to Tuesday).
Visits month to dateThe extrapolated  number of visits to your locations since the start of this month (excluding the last two days), compared with the same period last year (e.g. June 1 - June 15).
Visits quarter to date
Similar as month to date for the ongoing quarter.
Visits year to date
Similar as month to date for the ongoing year.
Traffic insights
Visits selected retailersThe extrapolated number of recorded visits at the different retailers or categories as selected in the selector on the left for the selected period.
Visits at your locationsThe extrapolated number of visits at all your locations combined for the selected period.
Share of visitsThe ratio of (Visits at your locations / Visits at selected retailers) to illustrate your relative market power as a %.
Deep dive insights & evolution insights

Remark: the indicated period is the selected month, Nielsen period, quarter or the month (for evolution insights).
Share of visits
A visual representation of the relative power of all selected brands showing the share of visits (see above) for you and all of your competitors. The graph stacks to 100% to illustrate the proportion of visits you and your competitors have.
Share of minutes
Similar to share of visits, the graph illustrates the split of all recorded minutes of all visits over you and your competitors.
Market penetration %
The % of all visitors in the total market (your category = you and all competitors as listed in the selection area combined - excluding other categories such as bio shops or paint shops) that visited at least one of the brands' locations for the indicated period.
% LoyalsThe % of all visitors that only visited the indicated brands' locations and none of its competitors as indicated in the pre-defined selection (e.g. 5 of the 10 brands, never are category results such as bio shops or paint shops included).
Avg retailers combinedThe average # of retailers all your shoppers, including your loyals, visit during the indicated period. 2.5 equals you and 1.5 additional brands on average per customer.
Avg frequencyThe average frequency of all your visitors for the indicated period expressed in # of visits. 2.5 equals an average of 2.5 visits per visitor during the indicated period.  
Avg recencyThe average number of days beteween two visits taking into account all visitors for the last 90 days including the indicated period. E.g. for 'June' the recency between two visits is caculated for all visits by all visitors during the months of April, May and June.
Avg dwell timeThe average dwell time of a visit at a specific retailer during the indicated period. 23 minutes means a visit takes on  average 23 minutes. 
Avg distanceThe average distance between a visitors' home location and the store he visits expressed in kilometers, calculated for the indicated period.
Total customers
This is the unique number of visitors during the indicated period across all locations of the brand.
Total minutesThe total number of minutes of all visits combined for the indicated period.
Total visitsThis is the total number of visits of all visitors during the indicated period across all locations of the brand.
BenchmarksAvg frequency in the marketThe average frequency of all visits in your category for all competitors in your category. Competitors not included are not counted to calculate the average. 
Avg market dwell timeThe average dwell time for all visits in your category for all competitors in your category.
Avg distance travelled in the market
Similar to share of visits, the graph illustrates the split of all recorded minutes of all visits over you and your competitors.
Transfer insightsTransfer insights graphThe graph illustrates the extrapolated # of visits that were won or lost between brands in the category from the point of view of the selected brand (by default: your brand). It is a subset of all total visits and excludes first time visitors (market penetration gains/losses) and category frequency drops (e.g. over summer the average frequency drops, no visits are won or lost between brands).

A visit is only won when a visitor has 'switched' a previous visit to another retailer. E.g. when a user has made 3 visits in the previous period (compared to the indicated period) and your brand has 1 visit, but during the indicated period the same user has 2 visits at your locations, you have 'won' 1 visit. Likewise: if the visitor would have skipped your store in favour of another brand, you 'lose' a visit. If the total frequency of the user drops, you did not lose a visit.  
Total net resultThe total # of wins from competitors - (minus) the # of visits lost to competitors. A positive number suggests a positive gain/loss balance, a negative number illustrates you have lost more visits than you could win in the indicated period compared to the previous period. 
Audience insightsAudience selectivity (graph)The graph illustrates the over- or underperformance for the given audiences that your brand and the selected competitor attract. A % above the red dotted line equals a relatively higher % of the audience population (e.g. discount shoppers) visits your/your competitors' locations compared to your category average. E.g. 1.2 means 20% more discount shoppers are attracted by your brand compared to the average of all competitors in your category attract. 
Brand penetrationThe % of the all shoppers of the indicated period at your brand that belong to the given audience.
Avg category penetration
The % of all visitors in the category that belong to the given audience.
Busiest days & hoursBusiest daysThe split of all visits over all 7 days of the week for your brand and that of the selected competitor.
Busiest hoursThe split of all visits over multiple hour intervals for your brand and that of the selected competitor.


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