In a competitive landscape, not only do businesses need to know how much of the market pie they own but also how can they increase it. To improve market share performance, the business should have a way to link reported/ estimated market shares to the different drivers of market share:
- Awareness – Search volumes, etc.
- Availability – Share of Shelf on e-retailer, etc.
- Price – Price, Discounting action
- Advertisement – Brand ad spend
- Product Quality – Ratings and reviews, etc.