When you compare two markers (representing e.g. stores locations) you can select an indicator from compare dashboard (e.g. number of customers who visited a store) to see the overlap in catchment areas. 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 data in map
  • the indicator is calculated as "additive" metric (e.g. number of transaction)
  • data in map are visualized using areas or grids

The values in compare, dominance and overlap 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 addresses of customers who visited one or both stores. We would like to examine the catchment areas of both stores, see if there are any overlapping areas and determine the dominance of stores in an area based on number of customers.

Overlap

It helps you to understand the overlap in catchment areas of two stores.

Infopanel

  • The indicator value tells you how many customers belong to blue or orange store.

Blue and Orange colors help you to determine to which store the value belongs to. 

  • Block Overlaps displays how many customers shop only in blue store, only in orange store, or shops in both.
  • Block Ranking explains how many customers from specific area visited blue or orange store. E.g. there's 1092 customers in St. Michael's Ward who visited the orange store. 
  • Block Categories splits the number of customers by different attributes (e.g. by age and sex) and by the color of shop. E.g. There's 1334 customer less then 20 years old, 403 of them visited blue store and 931 of them visited orange store.

Map and legend

There are hatched areas, blue areas and orange areas in the map. In hatched areas there's at least one customer who visited 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 area in the map.

Dominance

It helps you to understand the dominance of stores in areas within catchment areas of both stores.

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 %.

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.


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