Analytics

Modified on Mon, 9 Mar at 7:12 AM

Table of Contents

MARKET OPTIMIZATION
- RUN MARKET OPTIMIZATION

The Analytics module is used to perform detailed planning based on aggregated data from other locations and sites, including estimated sales for a potential location based on demographics and other considerations. The impact of a new store on the network and closed store retained sales can be understood with the Analytics module. This section provides detailed procedures for Market Optimization and Sales Forecast.

MARKET OPTIMIZATION

Market Optimization is the process of estimating the approximate count and locations of the highest potential sales in an area. Typical questions that can be answered are:

Considering my current locations, where should I look for new Sites (assuming different levels of cannibalization)?
If some of my current pipelines are built, how does this affect the potential?
What affect will the closing some locations have?
Are my existing locations positioned correctly? Examine the market as if NO locations were there and compare.

Decisions include:

Keep or close individual locations and sites
Set minimum sales levels
Set maximum individual store cannibalization

RUN MARKET OPTIMIZATION

Step	Action
1.	Navigate to the Function Dashboard then click Admin Market Optimization in the Analytics tab.
2.	Click +New Scenario.
3.	Type a name and description.
3.	Click the down caret on Search and perform one of the following: Type a DMA# and DMA Name, then click Search. Leave fields blank and click Search.

4.	Click to highlight the result, then click +Submit. The results display in a new window.
5.	Check or uncheck the rows to be included in the Market Optimization. Optional: Click Select All or Select None, as applicable. Note: A default list is checked. Uncheck the box for the locations that will be closed or are not needed for the Market Optimization.
6.	Click Next. The Market Optimization Targets tab displays.
7.	Enter numeric values in the Minimum Location Sales ($) field and a percentage in the Max Individual Store Cannibalization (%) fields, respectively.

Step	Action
1.	Navigate to the Function Dashboard then click Admin Market Optimization in the Analytics tab.
2.	Click +New Scenario.
3.	Type a name and description.
8.	Check the box in the target row in the Targets pane, if applicable, then click Submit.

9.	Click Refresh and then the magnifying glass on the row with the status Completed. Note: This process can take up to five minutes. The Summary page displays.
10.	Review the returned Seed Points that meet the set criteria. Initial view will be all seed points. To view the list of points the model selected: Filter the Meets Criteria? column by entering a Y, then press Enter. Click the hyperlink Map and search for a specific Seed Point. Optional: Click Export to Excel. Save the file.

9.

Click Refresh and then the magnifying glass on the row with the status Completed. Note: This process can take up to five minutes.

The Summary page displays.

10.

Review the returned Seed Points that meet the set criteria. Initial view will be all seed points.

To view the list of points the model selected:

Filter the Meets Criteria? column by entering a Y, then press Enter.
Click the hyperlink Map and search for a specific Seed Point.

Optional:
1. Click Export to Excel.

Save the file.

	iii. Drag the saved file to the map. The Seed Points display on the map.
11.	Choose Current in the status drop-down, then click Change Status. Notes: Changing status makes the scenario available to create Targets from these Seed Points. Only one Market Optimization for a Market can be in a Current Status at one time A scenario status must be set to “Current” to be visible in the Market Optimization Admin tool

iii. Drag the saved file to the map.

The Seed Points display on the map.

11.

Choose Current in the status drop-down, then click Change Status. Notes:

Changing status makes the scenario available to create Targets from these Seed Points.
Only one Market Optimization for a Market can be in a Current Status at one time
A scenario status must be set to “Current” to be visible in the Market Optimization Admin tool

Step	Action
1.	Navigate to the Function Dashboard then click Admin Market Optimization in the Analytics tab.
2.	Click +New Scenario.
3.	Type a name and description.
12.	Click Edit in the desired row, make any changes, and complete steps 1-10.
13.	To change a Current plan to Draft, or to retire a current plan, select the magnifying glass. The Marketing Optimization page displays.
14.	Choose a new status in the Status drop-down, then click Change Status.