Overview page: User guide

Find key user insights about the market, your own brand and competitors at a glance before diving deeper

Defining the page 

To start, first define the focus brand and comparison period in the page title.  

Select your own or a competitor brand as the focus for the page.

Now, choose the time period you want to look at.  

Your Overview page is made up of 5 sections.  

1. Key indicators  
2. Trends  
3. Heatmap  
4. Revenue decomposition  
5. Billboards  

This page is set up to show you the most relevant insights, based on the context type you have selected. In other words, you’ll see more granular insights in a single-cell context (single country and product group) than in a multi-cell context (multiple countries or product groups). More on this later.  

Key Indicators  

In this section, you’ll get an initial view into the overall market (in the first row) and chosen brand performance (in the second row) across key metrics. Below each KPI you can also see how it changed vs. the selected comparison period. Please note that the change of the absolute KPIs like Revenue or Units are displayed either as an absolute change or as a percentage change, depending on what you have selected as change format at the very top of the page.

You have the option to add additional rows (for example to see your own or competitor brands). Select “Add brand” at the bottom of the screen.  

Clicking on any of the KPI widgets will open an overlay window showing a breakdown of the respective KPIs across two different dimensions:  

The breakdown dimensions in the overlay window depend on the context type that you are in. Remember, the dimensions are more granular in a single-cell context versus a multi-cell context.

For example, in a multi-country, multi-product-group context, you will see a breakdown by countries and by product groups in the overlay window. If you are in a single-cell context, you will see the breakdown by channels and by features.

Depending on the displayed breakdown dimensions, you may be able to switch between different variations using the orange dropdowns (to select a specific feature for example).  

Trends 

Here you will see the development of Revenue, Units and Price over time for both the overall market and focus brand.  

Heatmap  

See where certain market or brand developments are coming from with a breakdown across two key dimensions e.g. to point you towards the root causes of a brand revenue loss.  

The Heatmap is made up of a horizontal and vertical breakdown dimension, depending on the context type you’re in. For example, in a multi-cell, multi-product-group context, you will see a breakdown by countries and by product groups, while in a single-cell context, you will see a breakdown by channels and by features.  

In the Heatmap title, you can either:  

1. Switch between market or focus brand view – in order to view it for another brand you need to change your focus brand at the top of the Overview page 
2. Select the change KPI to display in the Heatmap  
3. Switch between the detailed breakdown dimensions, like the specific feature of channel split type (in single-country or single-product context)  

Your selection in the context menu (at the top of the page) will determine whether KPI changes will be shown in absolute numbers (e.g. revenue loss by € -1.71m) or in percentages (e.g. revenue loss by 7.3%). If you want to understand which Heatmap segments have the strongest contribution to your overall revenue/units loss or increase, it is recommended to select “Absolute change” in the context menu.  

Colour coding helps you spot the biggest positive (green) and negative (red) changes. The darker the shade, the bigger the change.

The colours in the heatmap are based on the displayed numbers, i.e. if you are viewing your brand’s absolute units change then the colours will be based on the brand’s absolute units change, and if you are viewing the market’s revenue change in percentage then the colours will be based on the market’s revenue change in percentage.   

Revenue decomposition

This section allows you to understand how Revenue has changed between two time periods by exploring distribution, price and rate of sale factors.  

Revenue decomposition only shows up when you select a single country and single product group context at the top of the page. Find a detailed explanation of how to read this chart, understand key terms and what to keep in mind here.

Billboards

Looking for an overview on your competition and key changes across all brands? The Brands Billboard shows the top 5 brands by revenue, as well as the top 5 growing and declining brands. If your focus brand is not in one of these categories, it will be shown at the bottom of the respective billboard alongside the neighboring brands (in other words, the brands ranking above and below the focus brand).  

The Products Billboard highlights key products that you should be aware of, categorized according to top selling products, top increasing products and the top recent products (these are the top 5 products from those that were launched within the last 3 months i.e. the focus month and two months prior). If no product from the focus brand is in the top 5, you’ll find the brand’s highest ranked product at the bottom of the billboard, alongside neighboring products. 

The Products Billboard will only appear if you have selected a single product group context at the top of the page.