What The Data Represents
Market share is computed from Vetcove’s view of veterinary clinic purchasing. The order history behind it includes orders placed both on and off Vetcove, so the numbers reflect our current picture of all Vetcove clinics’ order history rather than only the transactions that flowed through the marketplace. Every market share figure is your brand’s share of a market category — the set of comparable products that compete for the same purchase (described under Market Categories below). The shared views break that share down along several dimensions:- Time — weekly and monthly views over complete reporting periods.
- Corporate affiliation — share split by whether the buyer belongs to a corporate group.
- Geography — share by the buyer’s US state.
- Territory — share by the sales rep or territory responsible for the account.
Market Categories
Market share reporting compares your products against the competing products clinics could have bought instead. Market categories define those competitive sets, and market category items are the individual products that make up each one. A market category is a group of comparable products that compete for the same purchase. It is the denominator behind every market share figure: when a metric reports your share of a category, “the market” is the full set of items assigned to that category, across all manufacturers. Categories are curated rather than derived from a single product attribute, so a category can span multiple brands, manufacturers, and product listings that a clinic would weigh against one another for the same need.Market Category Items
A market category item is a single item’s membership in a market category. Each row pairs one item with one category, so the same physical product can appear in more than one category if it competes in more than one. Each market category item is either:- Your item — a product belonging to the manufacturer your account is authorized to view.
- A competitor item — a product from another manufacturer that competes in the same market category.
is_vendor_item flag distinguishes the two. Your own items contribute to the numerator of your market share; the full set of items in a category (yours plus competitors’) defines the denominator. Reviewing the complete item list is the best way to understand exactly which products are being compared when you read a market share number.
How To Use Market Category Items
Use market category items to:- See the full competitive set behind each market category before interpreting a share figure.
- Confirm which of your products are assigned to a category, and identify the competitor products you are measured against.
- Reconcile a market share result back to the underlying items that drive it.