Overview
The Brand Performance Dashboard provides an in-depth analysis of individual brand performance, competitive positioning, and market benchmarks. This tool enables cannabis professionals to evaluate brand trends, identify growth opportunities, and compare performance against market competitors.
Tabs
- Brand Performance
- Competitive Analysis
- ROM Comparison (Brand vs Market)
- Brand Exports
Brand Performance
Purpose
This tab delivers a detailed view of a brand’s performance over time, including metrics like retail sales, pack units, and velocity. It allows for a granular breakdown by state, category, and product type.
Key Metrics
- Retail Sales: Total sales generated by the brand.
- Pack Units & EQ Units: Total product packs and equivalent units sold.
- Dollar & Unit Velocity: Brand sales relative to distribution and inventory levels.
- Market Share: Brand's percentage contribution to total market sales.
Insights
- Trended Brand Retail Sales: Analyze sales performance over time (by state, region, or category).
- Category Contribution: View the share of retail sales and product count across categories like Flower, Edibles, Vape, etc.
- Price Analysis: Compare original list prices vs retail sales across categories.
Competitive Analysis
Purpose
This tab provides tools to compare a brand’s performance against competitors, focusing on market share, pricing, and state/category trends.
Key Metrics
- Retail Sales & Market Share: Comparison of brand performance across states or categories.
- Brand Rank: Evaluate ranking changes (increase, decrease, or stable) based on retail sales.
- Pricing Metrics:
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- Original List Price: Base pricing for brands.
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- Discounted List Price: Average pricing after applied discounts.
Insights
- State Comparison: Analyze brand performance across different states.
- Category Comparison: View retail sales share for a brand within specific product categories.
- Rank Trends: Track changes in brand rankings over time relative to competitors.
ROM Comparison (Brand vs Market)
Purpose
This tab allows brands to benchmark their performance against the rest of the market (ROM). It helps identify opportunities where brands outperform or underperform relative to the market.
Key Metrics
- Brand vs ROM Growth: Compare brand growth rates with category-level growth.
- Velocity Metrics: Assess dollar and unit velocity for the brand compared to the market average.
- Pricing Metrics:
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- Pack ARP vs ROM: Average retail price per pack compared to the market.
Insights
- Performance vs Market: Analyze if a brand is growing faster or slower than the rest of the market.
- Trending Velocity: Compare brand velocity to average market velocity across categories.
- Pricing Index: Evaluate how a brand’s pricing aligns with or deviates from ROM benchmarks.
Brand Exports
Purpose
The Brand Exports tab provides a downloadable table of performance metrics, enabling further analysis and reporting.
Key Metrics
- State-Level Metrics: Retail sales, pack units, and EQ units broken down by states and timeframes.
- Velocity Metrics: Dollar velocity and unit velocity per brand.
- Market Share: Share of retail sales, pack units, and equivalent units for each brand.
Insights
- Customizable Exports: Generate tailored datasets for detailed analysis.
- State & Category Reports: Export performance metrics across multiple geographies and product segments.
Pro Tips
- Use date aggregation filters (day, week, month, quarter, year) to spot trends over specific time periods.
- Compare Brand Performance vs ROM to identify opportunities for strategic adjustments.
- Utilize competitive analysis tools to track how your brand ranks and evolves in key markets.
Support
For additional help or tutorials, access the Metric Glossary & Video Tutorials link available within the dashboard.