BUSINESS INTELLIGENCE
Metrics on the market: trending rating In this month’s article, Wickus Bester analyses the trendsetter rating, which shows how brands have been performing over time – and how this will influence the winners in the upcoming Stockies Awards.
Following up on last month’s article in News in the Channel (which, if you missed it, can be read here) we can now explore an evolution of the discussed trending metric known as the trendsetter rating. This metric is specific to brands in the channel and is based on two questions about their trending products – how many and how high? This metric is interesting because it analyses the brand by parts – a statement to a brand’s ability to provide products that gravitate towards the top. We incorporate measures such as the highest trend reached by the brand during the interest month and the average searches across the top trenders for the brand. Let’s examine how brands have been performing in the past year on Stock in the Channel to get an idea of their trendsetter rating. In this article, our data is based on top 50 trending products per month across a category.
Trendsetting laser printers
Wickus Bester data analyst at News in the Channel
Top two brands by trendsetter rating (laser printers, April 2023)
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This metric is firstly based on the number of products that a brand has trending during the month. As we can see in the barchart below, HP takes home the largest slice of the laser printer pie each month, which is due to it having nearly double the amount of trending products than the runner- up. Now you might have done a double take to the table above but rest assured – the difference between trending and trendsetter is logically coherent. It is due to an equal weighting being given to the second question of importance – how high the products are ranked.
Average searches of trending laser printers (May 2022 - April 2023)
Seasonal drop in searches
HP Kyocera Other
At Stock in the Channel , we are developing a BI engine to churn
through market data and provide insight to our clients. All graphs and statistics in this article are as a result of this engine.
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