Importance of Market Share, Holiday Winners: ATT, Walmart, Kohl's
Posted By David Shim On December 31, 2012 @ 10:49 AM In Emerging Platforms, Media Planning & Buying, Opinions, Research, Web Analytics, Wireless | No Comments
Market share  is a largely ignored performance metric for retailers, not because it isn’t valuable, but because it isn’t accessible. Typically market share metrics are sourced from quarterly reports where data is stale, limiting actionability.
The ability to measure market share in real-time will disrupt the way retailers determine the success of the marketing efforts. Today, retailers measure performance in various ways including return on ad spend (direct response), and in-store sales (branding, promotional). By measuring market share, retailers are able to take a macro view on their marketing efforts that expands beyond their brick and mortar walls.
Quantifying performance by market share allows retailers to look at the entire retail ecosystem, versus a siloed approach to marketing. By using market share as a key metric it allows retailers to optimize to gain share of wallet. Understanding market share allows marketers to build campaigns to capture the $1.44 spent at competitors for every $1 spent  with them.
Wireless Carrier Retail Stores - Market Share
Big Box Retailers - Market Share
Department Store - Market Share
David Shim is the Founder and CEO of Placed, the leader in location analytics . By connecting the physical and digital worlds, Placed has created a new class of analytics focused on location. Prior to Placed, David has held leadership roles in product, marketing, and operations at Quantcast, WebTrends, Farecast, and Razorfish.
URLs in this post:
 Market share: http://www.placed.com/blog/2012-holiday-retail-analysis/
 $1.44 spent at competitors for every $1 spent: http://www.freemonee.com/press/freemonee-finds-little-fidelity-in-fashion-helps-retailers-win-back-cheating-hearts-with-gifts/
 Placed: http://www.placed.com/
 leader in location analytics: http://www.placed.com
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