Part 2. MM4XL Tools > 1. Strategic Tools > Brand Mapping > Examples > Example 2: time series analysis

Brand Mapping

Example 2: time series analysis

This example describes dimension and tendency of market segments of a large industry sector, the Over The Counter (OTC). It is a market segmentation based on the growth trends over the last 10 years, allowing us to identify fast growing areas which may underline macro trends among buyers.

The OTC industry of the country we use for this example is split in 102 market segments, with some 10,000 product forms, and yearly sales for over 20 billions US$. The input to this analysis is a table of 103 rows by 11 columns comprising yearly sales values (in thousands) and single market segments (with labels) as shown below.

Brand Mapping Software for Marketing Analysis and Segmentation

In order to improve readability, the axes were rescaled to remove points lying in extreme positions. This was simply done by activating the chart, double-clicking each axis, and typing new scale values. The red line that connects the column bubbles was also drawn manually in Excel, using Format Data Series --> Patterns --> Line.

The map below includes a great deal of information:

  • Dimension and tendency of the whole industry sector (red bubbles) using a single period of the time series (one year in our case)
  • Dimension of each market segment showing the tendency of its 10-year sales curve.

The red bubbles represent column points, or the whole industry, and their size is proportional to the mass, therefore to the relative size of the sales for that year. They show that the dimension of the industry has grown since 1989 (bubble diameter), although the growth has slowed in the past few years (growth = e.g. sales99/sales98). The horseshoe shape represents the bold part of the sales growth line in the chart below. The chart illustrates that after moderate growth, the sales slope slowed and, for the past two years, has turned upward again.

Brand Mapping Software for Marketing Analysis and Segmentation

Interpreting the row bubble distribution on the map (market segments) is less evident than that of columns, but it is equally interesting. It follows a similar concept where the bubble size is proportional to the mass, and the position on the map is defined according to the sales trend of each market segment, rather than sales growth used for the columns. The blue/yellow trend pictures are placed to correspond with the cluster of segments showing the particular kind of sales trend, as shown in the picture.

Brand Mapping Software for Marketing Analysis and Segmentation

Markets located very close to a red bubble show their peak sales in that particular year, and the further away one market lies from the red bubbles, the flatter its sales trend. The bubbles below the line have a negative sales trend slope and bubbles above have a positive slope. The segmentation purposes of this analysis seem to have been achieved.

The coordinates of row bubbles on the first principal axis, the most important one encapsulating 3/4 of the total inertia, explain the sales trend distribution. Sort the raw data using these coordinates and the market segments will be sorted, beginning with the most upward sales slope, and ending with the most downward one. It is amazing.

This is a very effective way of looking at large data sets, in the form of time series. Virtually every panel and tracking study can be used as the source of time series data for Brand mapping. Also very interesting is the treatment of longitudinal data, as shown in the following two examples.

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