Double Delta Market Share Description

Double Delta Market Share measures the change in an individual’s market share relative to the national level market share over two sequential periods. This metric shows how the evolution of the market share at the individual’s level (Sales Rep/Territory) compares to the evolution of the market share at national level: are they growing faster or slower than the national.

This indicator is very useful in assessing the individual’s performance (Sales Rep/Territory) compared to that of the entire team (national performance)

Formula:

$ΔΔMarket Share = ΔIndividualMKS − ΔNationalMKS$

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 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.