Here’s how you can explore the performances of different categories
Understanding this page
This page helps you to understand how different Product Groups are performing in the market and how the importance of these Product Groups is changing for you compared to your competitors.
In this section, the legends of all analyses are split by Product Groups. The Product Groups displayed depend on the ones you have selected in the context at the top bar of the page.
All analyses in this page refer to the overall market, i.e. across all brands. If you wish to see how different Product Groups developed within your own brand’s sales, set a filter to your brand in the filter tray on the right.
Click on one of the page tabs to choose between three types of analysis:- Scorecard – for analysis across different KPIs
- Time series – for development over time
- Segmentation – for comparison by a second dimension
The Scorecard tab
Here you’ll find a summary of how different Product Groups have developed across the KPIs that are important to you.
Click the settings button on the right to define your preferred KPIs.
You will see a menu like this:
Distribution KPIs are now available across the platform thanks to the enhanced gfknewron Market experience.
The KPIs presented depend on your subscription and the data available for your chosen market.
To configure the displayed information, click on the orange-highlighted element in the interactive card title.
The Time Series tab
This tab shows how different Product Groups have performed over time for a specific KPI.
To configure the displayed information, click on the orange-highlighted element in the interactive card title. You can select which KPI and time periods to display.
When selecting the time period, note that the chosen focus period (the context you set in the top bar of the page) will always appear as the last value on the chart. Use the orange dropdown in the interactive card title to define what back data appears before this chosen focus period.
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
Analyze how the Product Groups have developed in different segments, for example, across selected countries or channels.
The horizontal breakdown dimension (such as online/offline channels, in the below example) can be defined by clicking the first orange dropdown in the interactive card title, which will open a window with all the possible selections.
After exploring Product Groups across online/offline channels, you may want to see online/offline channel shares across Product Groups. To do this, simply select “Channels” in the side menu, navigate to the Segmentation tab, and choose “Product Groups” from the second dropdown in the interactive chart title.
Remember, you can also change the KPIs or comparison periods via the orange dropdowns in the interactive card title.