Delta Market Share Description

Delta Market Share measures the change in a brand’s market share over a specified period. It reflects the increase or decrease in the brand’s share of the market compared to a previous timeframe. This metric is essential for evaluating the effectiveness of marketing efforts, understanding competitive dynamics, and assessing overall brand performance in relation to rivals.

Formula:

$$ ΔMarket Share = Current Market Share − Previous Market Share $$

Configurable Parameters:

1. Brand: Select from a list of available products or brands to track sales performance.
2. Relevant Market: A relevant market is a set of products, including own products and competitor products that fit in the same category. In order to calculate a product’s market share, the relevant market needs to be defined as it is the denominator of the market share.
3. Measurement: Choose the unit of measurement, such as units sold, revenue, or volume, to align market sales calculations with the relevant metric.
4. Level: Choose from different levels of reporting:
   • Rep: Sales vs. target at the individual sales representative level.
   • Manager: Sales vs. target aggregated by team or manager.
   • National: Sales vs. target calculated at the national or organizational level.
5. Target Period: Define the start and end dates for the target calculation period to focus on specific time frames, such as monthly, quarterly, or annually.
6. Allocation: Select the brick-to-territory allocation method to apply when calculating the target value (current), allowing analysis based on specific geographic or assigned territories.
7. Reference (Past) Period: Define the start and end dates for the reference calculation period to focus on specific time frames, such as monthly, quarterly, or annually.
8. Reference Allocation: Select the brick-to-territory allocation method to apply when calculating the reference value (previous), allowing analysis based on specific geographic or assigned territories.
9. Data Source: Choose the source of sales and target data, which could come from different vendors or represent different types of sales data (e.g., Sell-In, Sell-Out).
10. Channel: Select the channel of sales/target values, such as in-store, online, or wholesale, to isolate performance by sales channel.