Internal Against External: We believe that the true test of business performance is to measure your internal sales & costs against your external market. But in order to accurately measure the external market, you must include both supply and demand to account for a diverse market place. This means that trade areas can't be developed in isolation because they need to measure leakages and surpluses as a result of consumer purchases across a variety of trade areas. It why we've developed our own proprietary layered trade area algorithm and it's also what rules out conventional methods. See the Paradox of Business Intelligence.
Big Data Context: We believe that analytics should be about measuring and finding the best opportunities...not just good ones. This requires the effective comparison and ranking of all opportunities...not just the few we see in front of us. See our National Market Potential Model.
Measuring at a Detailed Level: Detail exposes hidden performance and granular market potential. Insight that is often lost when data is aggregated.
Simple Deliver: We believe analytics should be delivered simply in visual dashboards for dynamic data exploration, discovery and sharing. In a dynamically updated repository that literally builds intelligence over time...unlike static spreadsheets. We like to combine geographic mapping with S&D analytics for exploring, funneling down opportunities, and sharing the best stories. We deliver our analytics using Tableau software.