Knowledge Base
Knowledge Base
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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

Location classification

Locations can be classified by comparing the benchmark (model results) with the real performance of the location. 
Based on the deviation between the two, locations can be classified into 3 groups:

  • Underperformers: real performance is below the benchmark => growth opportunities should be analyzed
  • Outperformers: the real performance is higher than the benchmark
  • Unprofitable locations w/o growth potential: real performance is in line with benchmark, but unprofitable. Real estate opportunities should be investigated

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