Competitive Dashboard
Benchmark a brand against competitors on market share, penetration, geography, and growth drivers.
Competitive Dashboard benchmarks one brand against others in its category: market share, penetration, geographic concentration, and growth drivers such as acquisition and retention. It sits under Analytics Studio, carries a Beta badge in the product, and requires The Strategist plan.
Use it when you need a scorecard-style competitive read—not only how share moves over time (Trends) or who cross-shops together (Cross Shop).
Open Competitive Dashboard
In the Analytics Studio section of the sidenav, click Competitive Dashboard.
Select a Brand. The competitive set is the other brands in that brand’s category.
Choose a Time Period (month, quarter, or year ranges available for the brand).
Optionally set Minimum Market Share to hide competitors below a share threshold in ranking cards.
Read the dashboard
The page scrolls through four main areas.
Category Metrics
Summary cards for the selected category and period—for example category purchase pace and related category-level context. The breadcrumb under Category Metrics shows the category path for the selected brand.
Market Position
The selected brand’s Market Position ranks it against competitors on:
| Card | Default metric | What it answers |
|---|---|---|
| Market Share | Market Share | Share of category spend |
| Category Penetration | Category Penetration | Share of category customers the brand reaches |
Each card lists Top Ranked Brands in the category. Open the metric picker on a card to swap related metrics—for example Market Share Growth / Decline, Household Penetration, YOY Sales, or Customer Lifetime Value.
Click the info control on a card to open Metric Definitions for formulas and descriptions.
Market Share by Geography
Map and rank the brand by geography:
- Metric — Market Share, Market Share Change YoY, Share of Brand Sales, or Sales Growth YoY (availability depends on the data returned)
- Geography Level — State or DMA
The left panel lists top geographies; the map choropleth colors markets by the selected metric. Hover a market for share and change details.
Growth Drivers
Four cards benchmark why share is moving:
| Card | Default metric | Theme |
|---|---|---|
| Acquisition | New-to-Brand Share | Bringing new customers into the brand |
| Retention | Churn Rate (Category-Normalized) | Keeping existing customers |
| Frequency | Purchase Frequency | Repeat purchase behavior |
| Average Transaction Size | Average Ticket | Spend per order |
Use each card’s metric picker to swap related metrics—for example Acquisition Rate, Category-Normalized Retention Rate, Median Interpurchase Interval, or Average Yearly Spend.
Metric definitions
Open Metric Definitions from any metric card info button. The sheet lists Market Position and Growth Drivers metrics with descriptions and estimated formulas. Search metrics by name when the list is long.
Spend access
Competitive Dashboard requires The Strategist plan (or spend access on your account).
Related guides
- Trends — Share and sales trajectories over time for a brand set.
- Cross Shop — Which other brands your customers also buy.
- Share of Wallet — Dollar leakage between a cohort brand and comparison brands.
- Explore — Segment mix for a brand from credit card or other sources.