High Level Design

Overview

In order to evaluate the strength of a particular firm within a specific market, relative market share can shed some light into new opportunities for improvements, compare performance vis-a-vis a different market, and more. For instance, 30% market share might sound like a good place to be. However, when it is normalized according to a leading competitor which has 65%, the 58% relative market share emphasizes the distance from the market lead and indicates that there is a lot of room for improvement.

Dashboard Example (sample data)

Click on the image to open and interact with the dashboard:

Market Share - Marketing Dashboard

Goals

Increase revenue under the assumption that increasing the company’s relative market share will generate more cash.

Objectives

  • Assess the company’s relative market share to the market lead.
  • Assess the company’s growth potential.

KPI Architecture

Objectives KPIs Measures Data Source
Assess the company’s relative market share to the market lead Market Share Market Share –

[Total Revenue]/([Total Revenue],all([Name]))

Excel\Brand performance;Excel\Brands
Market Lead Share Market Lead Share
– max([Name],[Market Share])
Excel\Brand performance
Relative Market Share Relative Market Share –

Market Share/Relative Market Share

Excel\Brand performance
Assess the company’s growth potential Growth Growth –

(Current year revenue – Last year revenue)/Last year revenue (Thresholds: Red: < 0; Orange: < 0.25; Green >= 0.25)

Excel\Brand performance
Relative Market Share Growth Relative Market Share Growth –

(Current year relative market share – Last year relative market share)/Last year relative market share (Thresholds: Red: < 0;
Orange: < 0.25; Green >= 0.25)

Excel\Brand performance

Data Requirements

# Source Table Name Table Details (type, # rows, key fields)
1 Excel Brand Performance Transaction Table
2 Brands Dimension Table, Key = Id
3 Me vs Market Share Aggregated Fact Table, Key = Key

Data Modeling (Elasticube Design)

Suggested data model for relative market share analysis