Here’s how to dive deep into how you and your competitors are performing
Understanding this page
This page helps you understand, for example, how you are performing and where you rank compared to competitors across different KPIs. It also helps identify which brands are driving growth or explore the brand landscape of a segment or channel you are planning to enter.
In this section, all analyses have a Brands split in their legend. All analyses also allow you to further specify which brands you want to see. Just use the first orange dropdown in the interactive card title.
Clicking on this drop-down opens a window from which you can choose the brands you want to see in the chart.
The first brand listed in your chart or table is the selected focus brand.
You can also add further competitor brands. Choose from an automatic selection of the Top 5 or 10 brands or manually select brands via the “Choose brands”” option.
The brands outside of your selection are aggregated into “Tradebrands and exclusives” and “Others” in the chart or table.
Click on one of the page tabs to choose between three analysis types.- Scorecard – for an analysis across different KPIs
- Time series – for the development over time
- Segmentation – for a comparison by a second dimension
The Scorecard tab
Here you’ll find a summary of your brand performance alongside your competitors across the KPIs that matter to you.
Click the settings button on the right to define your preferred KPIs.
You will see a menu like this:
As part of the enhanced gfknewron Market, distribution KPIs are now available across the platform.
The KPIs presented depend on your subscription and the data available for your selected market.
To configure the displayed information, click on the orange highlighted part in the interactive card title. You can select which brands you want displayed or change the comparison periods.
The Time Series tab
See how your brand and your competition have performed over time for a certain KPI.
To configure the displayed information, click on the orange highlighted part in the interactive card title. You can select which brands, KPI and time periods you want displayed.
When you’re selecting the period, remember that the focus period that you select (as context at the top of the page) will always appear as the last value on the chart. With the orange dropdown in the interactive card title, you have the option to define what back data appears before this.
You can also choose to show a Year-to-Date (YTD) or a Moving-Annual-Total (MAT) summary to the left of the chart or hide the summary altogether.
The Segmentation tab
Analyse how you and your competition performed across different segments, like countries, channels or features for example.
The dimension in the legend is also split by brands, which you can define via the first orange dropdown on the interactive card title.
The horizontal breakdown dimension (like Display size, in this example) can be defined by clicking the second orange dropdown in the interactive card title to open a window with all the possible selections.
After looking at brands across display sizes, let’s say you want to see display size across brands. Simply select “Features” in the side menu, navigate to the Segmentation tab and select “Brands” from the second drop-down in the interactive chart title.
Remember, you can also change the KPIs or comparison period via the orange dropdowns in the interactive card title.