Purpose

This document aims to clarify the differences between Contribution and Share Within calculations, both of which are often referred to as "share" interchangeably. It also provides guidance on configuring the assistant to ensure accurate calculations for each scenario.

Why is Share Within Important?

In many cases, analyzing data with the Contribution method might not provide the most relevant insights, especially when comparing localized markets or specific segments. Share Within allows you to break down the denominator by dimension, giving a more accurate view of performance in the context of the selected market or segment.

This is especially useful when analyzing:

Localized market performance: For example, when trying to understand how a brand performs in a single market rather than across the entire region.
Segmented category performance: When evaluating a sub-category within a larger category.
Example Use Cases:
Contribution: Analyzing market share across multiple regions to get an overall view.
Share Within: Understanding how a product performs within a specific market or segment.

Key Concepts

What is Contribution?

Contribution is a calculation where the share is measured against a total that includes multiple markets, segments, or categories. This type of calculation is ideal when you need a broad view of performance across different areas. Contribution helps you understand how an individual brand, product, or segment is contributing to a larger market.

Example:

Question: What is the share of Region A across all markets?
Calculation: Region A's sales are compared against the total sales across all markets, providing a percentage that represents its contribution to the overall market.
Sample Contribution Calculation:

What is Share Within (often also referred as Share of Context)?

Share Within provides a more granular and context-specific calculation, where the share is measured relative to a specific dimension, such as a market, region, or category. This approach ensures that you are analyzing data in a localized context, which is crucial for making targeted decisions.

Example:

Question: How does Brand A perform within the North American market?
Calculation: Brand A’s sales are compared against the total sales within the each market market only, making the share more focused and contextually accurate.
Sample Share Within Calculation:

Calculation Logic and Support for Share Within and Contribution

The logic for both Share Within and Contribution calculations is embedded in the following skills:

• Dimension Breakout Skill: The get_share_totals function handles breaking out dimensions for share calculations.
• Trend Skill: The _run_share function manages share calculations over time.
• Market Share Analysis Skill: Configurable within the Global_View or Market_View parameters.
• Market Share Drivers Skill - Deprecated: Supports Contribution only.

Set up contribution vs share within in Max

Default Behavior

• By default, Max treats all share calculations as Share Within except for dimensions that has exclude_in_market_size flag in dimension hierarchy. There are no defaults applied in Market Share Analysis and it needs to be set up.
• We ignore filters or dimensions from any dimension that has exclude_in_market_size flag when we pull denominator data rather than detecting levels. For example, Ebro Manufacturer share by brand will be treated as a contribution calculation is more appropriate.

Configuration Updates

To define which dimensions use Share Within vs. Contribution, updates should be made in two areas:

• Dimension Hierarchy at the dataset level.
• Market Share Analysis Skill configuration.

For a smooth assistant experience, it's recommended to set up the same rules in both places.

Example Configuration

In the following example, State, Brand, and Manufacturer will use Contribution, while Category, Sub Category, and Segment will use Share Within.

Dimension Hierarchy Setup example

• Admins can specify that certain dimensions use Contribution by adding the "exclude_in_mkt_size" flag to the dimension hierarchy. This ensures that Contribution applies to that dimension and all its child dimensions.

{
  "dimension_hierarchy": [
    {
      "name": "Category",
      "col": "category",
      "children": [
        {
          "name": "Sub Category",
          "col": "sub_category",
          "children": [
            {
              "name": "Segment",
              "col": "segment",
              "children": []
            }
          ]
        }
      ]
    },
    {
      "name": "State",
      "col": "state_name",
      "exclude_in_mkt_size": true
    },
    {
      "name": "Manufacturer",
      "col": "manufacturer",
      "exclude_in_mkt_size": true,
      "children": [
        {
          "name": "Brand",
          "col": "brand",
          "children": []
        }
      ]
    },
    ""
  ]
}

Market share Analysis Skill

Set up within the Global_View or Market_View parameters. For example

[
  {
    "dim": "brand_family",
    "type": "share",
    "exclude_in_mkt_size": true,
    "tab_label": "Brand Family"
  },
  {
    "dim": "sub_category",
    "type": "share",
    "exclude_in_mkt_size": false,
    "tab_label": "Sub Category"
  },
  {
    "dim": "segment",
    "type": "share",
    "exclude_in_mkt_size": false,
    "tab_label": "Segment"
  },
  {
    "dim": "outlet",
    "type": "share",
    "exclude_in_mkt_size": false,
    "tab_label": "Outlet"
  },
  {
    "dim": "sku",
    "type": "contribution",
    "exclude_in_mkt_size": true,
    "tab_label": "SKU"
  }
]

Share Limitation

Max cannot support both Share Within and Contribution for the same dimension.

For example, if the "segment" dimension is configured as Share Within, you can view Barilla’s market share by segment, but you will not be able to see the contribution of each segment to Barilla’s total sales.