Share of Wallet
See which competitors are taking customer dollars from your brand, and which brands you are taking dollars from.
Share of Wallet shows how a Cohort Brand’s customer dollars split across that brand and Comparison Brands over time. Use it to see who is taking share from the cohort, and—by swapping which brand is the cohort—where that brand is taking share from others. It sits under Analytics Studio and requires The Strategist plan.
Review who is taking share
In the Analytics Studio section of the sidenav, click Share of Wallet.
Set Cohort Brand. Optionally turn on Show in chart so the cohort appears in the series.
Add Comparison Brands.
Set the transaction window (Last 3 months, Year to date, Last 12 months, or All available data) and Aggregate by Month, Quarter, or Year.
The dashboard has three charts:
| Chart | What it shows |
|---|---|
| Share of Sales | Proportional share of wallet spend for the cohort and comparison brands |
| YoY Sales Change | Growth compared with the same period last year |
| Absolute Panel Sales | Total panel sales volume for the cohort and comparison brands |
To see where your brand is taking dollars, make your brand the Cohort Brand and add the brands you want to compare. To test a specific competitor—including one outside the core category—add it under Comparison Brands and watch share move over time.
Save a View
Name the analysis in the header (placeholder Untitled), then click Save to store it in a Project.
Related guides
- Trends — Category-level share, ticket size, and growth over time.
- Cross Shop — Which other brands a cohort also shops, regardless of dollar mix.
- Explore — Rank current segment mix for a brand.
- Competitive Dashboard — Market share and penetration vs category competitors.
- Projects — Organize saved Share of Wallet views.