Reading the DynamicView side panel (overview)

The DynamicView sidebar provides additional levels of analytic depth based on the page currently being viewed or the individual product selected for analysis. For supported page types, the DynamicView extension will search the page’s code and identify any Product ID values it contains. For category grid and other pages where multiple items are being merchandised, the DynamicView sidebar will load corresponding product tiles. Each product tile can be expanded to reveal additional metrics and analytic options.

Screenshot: Example Category Page with Product Tiles in Sidebar

On product detail pages, the target product of the page will be identified and its corresponding product tile will be automatically expanded. Clicking the Back to Products Found on Page link, the sidebar will update and display all other products being promoted on the product detail page (e.g. in Product Recommendation zones). In some instances where additional products are loaded as the user scrolls the page, the list of product tiles in the sidebar will update.

Screenshot: Product Detail Page with DynamicView Sidebar

When the DynamicView sidebar has loaded the product detail view for an item, the product’s ID, Name and Category hierarchy will be displayed. For DynamicView clients that also have licenses the DynamicAction platform, the Product ID and Category values will be hyperlinked. Clicking those elements will load DynamicAction and take you a corresponding Dimensions report analysis page.

The DynamicView sidebar will display some or all of the following tabs depending on your organization’s license agreement.

Metrics Tab

The Metrics tab displays a list of metric tiles that can be custom curated by each individual user. By clicking the cog icon and loading the Product Metrics tab, you will be able to add, remove and reorder the metrics to be displayed in the Metrics tab. Similar to the Overlay Metrics configuration interface, click the +Add button to display additional metrics in the sidebar, use the drag handle to reorder metrics, click the x button to delete a metric and use the search feature to locate and switch out any currently selected metric. Once you have selected the metrics you wish to include, click the Apply button, or click Cancel to exit the configuration dialog without saving any changes you’ve made.

Each metric tile can be expanded to reveal an interactive trend chart. Move your cursor over the trend line to reveal historic values for the selected metric.

Screenshot: Interactive Trend

Analysis Tab

NOTE: DynamicView’s Analysis tab is only available to clients who have licensed the full DynamicAction retail analytics platform.

DynamicView’s Analysis tab provides quick links to bookmarked reports saved in the DynamicAction retail analytics platform. Some best practice default reports are provided to fuel additional merchandising insight and discovery across various dimensions. However, you may add any bookmark report you have saved or that has been shared to the Analysis tab by selecting the +Add button and searching/selecting the bookmarked report of interest.

The DynamicView standard bookmark links include:

1. Customer Frequency Segments (DV)
2. Customer Profitability Segments (DV)
3. SKU Performance & Stock (DV)
4. Promotional Influence (DV)
5. Inventory Locations (DV)
6. Marketing Channels (DV)
7. Shipping Regions (DV)
8. Selling Location Type (DV)

Action Impact Tab

Action Impact is intended to measure the difference in profit or sales over what would have occurred if an action had not been executed. To switch between an Estimated Profit and Estimated Sales Impact view, click the cog icon, select the Action Impact tab and select the radio button associated with the option of choice.

To measure Action Impact, DynamicAction first observes actions that have occurred. For example, period over period, has the Average Selling Price, SKU Availability or the percentage of Product Views relative to category peers changed? If yes, DynamicAction logs the observance and then estimates the effect of those changes on an item’s profitability and sales.

To quantify the estimated impact of these actions, DynamicAction runs through a series of algorithms to identify actions that were winners or losers. If we decrease the average selling price of an item, did we increase efficiency (product profit/view or sales/view)? If we increase availability for an item, did we increase efficiency? If we shift exposure from one item to another, did we shift views away from below average efficiency items to above average efficiency ones? Generally speaking, if the answer to the above questions is “yes” then we are observing winning actions.

Screenshot: Action Impact Tab

Action Impact: Price

DynamicAction logs price actions when the Average Selling Price for an item has changed period over period by at least 3 %. (A price change might be the result of a markdown action, a price increase, or initiation or removal of a promotion). Generally, the goal of a price drop is to increase selling velocity and thus efficiency. If a promotion is removed or a price increased, the hope is that action can be done while stabilizing conversion.

Action Impact: Availability

Availability actions are observed when SKU Availability changes without a corresponding change in price (either through replenishment or selling through key sizes, colors, materials, etc) by at least 3%. Generally, the goal of an increase in SKU Availability is to increase selling velocity and thus efficiency.

Action Impact: Exposure

Exposure actions are observed when DynamicAction identifies that the relative percentage of category product views has shifted by at least 3% (the default threshold). For example, if a specific item received 5% of the product views within its category hierarchy last week and then received 5.2% of the product views this week, it would be logged by DynamicAction since that represents a 4% change. Generally, the goal of relative category exposure shifts should be to increase the percentage of views to above average efficiency items and decrease the percentage of views to below average efficiency items. This can be accomplished through boost & bury actions, search results changes, product recommendation zone modifications, external marketing changes and more.

Metrics

For each of the three action areas (Price, Availability, & Exposure), the Action Impact tab will display the period over period absolute value change of the three corresponding metrics and the estimated impact of those changes on sales and profit.

• Overall Placed Order Value (or Profit) Impact: the cumulative impact of all applicable actions or the sum of the Estimated Placed Order Value (or Profit) Impact from Price, Availability, and/or Exposure changes.
• Estimated Placed Order Value (or Profit) Impact from Price or (SKU) Availability or Exposure Impact: the estimated effect of the associated change relative to the action not having been taken.
• Average Selling Price (Abs. Chg): the absolute change in the metric Average Selling Price period over period for the item selected.
• SKU Availability (Abs. Chg): the absolute change in the metric SKU Availability period over period for the item selected.
• % of Category Views (Abs. Chg): the absolute change in the metric Product Views % within category peers period over period for the item selected.
• Placed Order Value/View: the Placed Order Value/View metric for the selected product.
• Placed Order Value/View (Category Peers): the Placed Order Value/View metric calculated for all products within the selected item’s category peer group.
• Product Profit/View: the Product Profit/View metric for the selected product.
• Product Profit/View (Category Peers): the Product Profit/View metric calculated for all products within the selected item’s category peer group.

Action Candidates Tab

NOTE: DynamicView’s Action Candidates tab is only available to clients who have licensed the full DynamicAction retail analytics platform.

The Action Candidates tab provides a list of suggested actions that DynamicAction’s Product Opportunities algorithms have identified for the selected product. DynamicView estimates the potential increase in sales or profit for each suggested action. The estimated sales and profit values are derived with the assumption that your action will change the metric by the suggested amount while holding other metrics constant. The Opportunities area in the DynamicAction platform reveals the opportunity lists that contain the item. These help users to understand why the action is suggested and identify other products that might require similar action.