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Concepts & terminology
ActivationAggregated zone levelAverage basketBaseline networkBaseline periodBenchmarkingBrandCatchment areaChurn rateCompetitionCompetitive pressureUpdated platform terminologyConvenienceCoverage of KPIsCross-visit potentialCustomer areaDefault frameworkDetailed zone levelDeviation (LPF)Deviation map layerDrivetimeExperienceReality correction factorFrequencyFull market sizeFootprint periodGeocoderGross market spaceHalo-effectHALO uplift potentialInternal CannibalisationIsochroneKPILocation classificationLocation clusterLocation managementLocation Performance FrameworkLocation ViewLoyaltyMailboxes grossMailboxes netMarket sizeMarket ShareMarket sizingMacro environment indicatorsMaturityMicro accessibilityLocation characteristicsModuleUnprofitable locations w/o growth potentialObtainable market sizeOutperformersCar passage and footfallPassage confirmationPassage VisibilityPenetrationLocal activityPotlocProtection areaRoad segmentsSales KPIsSales per family/householdSales per mailboxSales per inhabitantSimulationSegmentOpportunity frameworkTarget audienceTemporary situationBenchmarkPredicted salesPredicted sales per mailboxPredicted market shareActual driving speedUnderperformers UrbanizationUser rolesVisibilityWillingness to travelWealth indexZone

Gross market space

The gross market space calculates the relationship between market potential and competitive pressure in each catchment area. Limited corrections for the willingness to travel are observed and implemented.

Below, you can find an example of the gross market space calculation.


 You can read the gross market space of each location in the Location Performance framework.

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