Shopalyst Brand Knowledge Graph (BKG) is a powerful tool that provides you with a visualisation of how the digital elements of the brands across top merchants are performing in terms of
1. share of shelf
2. share of search
3. share of voice
4. share of buyability metrics like availability, ratings and discounts
These help you to understand the market dynamics of the brand periodically based on correlations and empower you to make an informed decision.
You can learn a lot about the market based on what your shoppers are searching, seeing, and buying. Do you anticipate consumer demand by tracking the in-market performance of your brand, category, and competition?
To get an overview of the Brand Knowledge Graph please read this article
The following articles will help you get onboarded with Shopalyst Brand Knowledge Graph
The leaderboard in BKG offers category-level analyses. Example: Skincare, haircare, etc
It has 4 parameters as pillars named sales velocity, discoverability, visibility and buyability through which you can directly visualize the vitals, compared with competing brands, study merchant level dynamics across brands, and arrive at a more logical and timely decision on the way forward.
The 4 pillars of the leaderboard are as shown below
The share of shelf is computed across bestsellers from merchants enabling you a surrogate view of the digital market share through the share of digital shelf.
To understand sales velocity in detail click here
The share of search is presented from the top keywords enabling you to understand the brand's instore and offstore discoverability in the search based on the trending search traits which would enable you to make your own brand discoverable.
To understand discoverability in detail click here
The share of voice is computed across merchants from the banners, and from across different social handles so that you can have visibility on the marcom factors that have impacted the marketshare of your own or competitor brands.
To understand visibility in detail click here
This metric covers the discounts & consumer ratings which enable you to understand the correlation between the pricing/discounts vs on-shelf availability.
To understand buyability in detail click here
All the above said details are available with month-on-month changes which would enable you to understand the correlation between the change across the digital elements and the actual movement of the own and competitor brands and accordingly decide the further course of action. Also you can see 3 months' score for each pillar on the dashboard
The high level look of the BKG leaderboard is shown below.
If you want to understand on a high level how the data is ingested into leaderboard please read this article