When you compare two markers (representing e.g. stores locations) you can select an indicator from Compare panel (e.g. number of customers who visited a store) to see the overlap in catchment areas in the map. You can also evaluate which of the selected markers is the dominant one in the areas.
The overlap and dominance brings you the greatest value when:
there's link between the markers and spatial data in the map
the indicator is calculated as "additive" metric (e.g. number of transaction)
data in map are visualized using areas or grids
Keep in mind that, that the indicator values in compare, dominance and overlap panel are affected by global date and filters setting.
Let's use an example to make it easier to understand. We have two stores, Partner and My Store. From loyalty program we know how much money customers from different locations spent in these stores. We would like to examine the catchment areas of both stores, see if there are any overlapping areas indicating inner cannibalization and determine the dominance of stores in the area based on turnover value.
How to understand Overlap
It helps you to understand the overlap in catchment areas of two stores.
How to read data in the infopanel
The indicator Turnover value tells you how much money customer spent in each store.
Blue is Partner Store, orange is My Store. Colors help you to determine to which store the value belongs to in the blocks in the infopanel and also in the map.
Block Overlaps displays what turnover was generated only in blue store, only in orange store, or in both.
Block Ranking explains what turnover was generated in blue or orange store. E.g. the customers from St. Michael's Ward who visited the orange store spent there £124,875. If you scroll down in the Ranking you can find also how much the customers spent in blue store.
Block Categories splits the turnover value by different attributes and by the color of shop. E.g. There was £625,281 spent in blue store and £1,553,310 in orange store by customers who picked up goods in those stores.
How to read data in the map and legend
There are blue areas, orange areas and blue/orange hatched areas in the map. In hatched areas there's at least one customer who generated any turnover in both stores. The intensity of hatching displays which store has more customers in that area. Blue areas and orange areas indicates that there are customers who visited only blue or orange store.
Legend in the left corner helps you to understand how are data distributed in the map. In contrast to standard legend with five segments the overlap legend is automatically split in three segments. Hover over segment highlights areas in the map.
How to understand Dominance
It helps you to understand the dominance of stores in areas within catchment areas of both stores.
How to read data in the infopanel
Blue and Orange colors help you to determine to which store the value belongs to.
The indicator value is in percent and tells you what portion of customers of both stores belongs to blue or orange store. Usually it takes 100 % together. In this case we are looking at customers who can visit both store and that's why it is more than 100 %.
Block Ranking explains how many customers from specific area visited blue or orange store. E.g. 6.68 % of customers of both stores visited orange store from St. Michael's Ward.
Block Categories splits the number of customers by different attributes (e.g. by channel) and by the color of shop. E.g. one customer can visit both stores and shop online and offline, that's why the values don't give 100 %.
How to read data in the map and legend
There are blue, orange and hatched areas in the map.
dark blue = blue major dominance. It means that 90-100 % of blue customers and 0-10 % of orange customers in this area.
light blue = blue minor dominance. It means 60-90 % of blue customers and 10-40 % of orange customers in this area.
hatched = no dominance. It means 40-60 % of blue or orange customers in this area.
light orange = orange minor dominance. It means 60-90 % of orange customers and 10-40 % of blue customers in this area.
dark orange = orange major dominance. It means 90-100 % of orange customers and 0-10 % of blue customers in this area.
