ESOV Analysis Dashboard

Overview

The ESOV (Excess Share of Voice) Analysis Dashboard is a comprehensive analytical tool designed to help businesses measure and optimize their marketing and advertising investments. By analyzing Share of Voice (SOV) and Share of Market (SOM), the dashboard provides insights into competitive positioning, efficiency of advertising spend, and the potential impact of budget adjustments.

What is ESOV?

ESOV (Excess Share of Voice) is a key marketing metric that represents the difference between a brand's Share of Voice (SOV) and its Share of Market (SOM):

ESOV = SOV - SOM

• Share of Voice (SOV): The percentage of total category advertising spending a brand controls.
• Share of Market (SOM): The percentage of total category sales a brand owns.

A positive ESOV (SOV > SOM) typically indicates that a brand is investing more in advertising relative to its market share, which may lead to future growth. Conversely, a negative ESOV (SOV < SOM) suggests that a brand is underinvesting compared to its market position, potentially risking a decline in market share.

Why is ESOV Important?

1. Predicts Market Share Growth: Research suggests that higher ESOV often correlates with future market share gains.
2. Guides Strategic Investment: Identifies whether a brand is over-investing, under-investing, or optimally spending on advertising.
3. Enhances Budget Allocation: Helps brands allocate marketing budgets more effectively across different markets and brands.
4. Benchmarks Competitive Positioning: Provides insights into how a brand compares to competitors in terms of advertising presence.

Tech Stack

• Frontend: Next.js 16 + React 19 + TypeScript + Tailwind CSS
• Backend: FastAPI + Pydantic v2
• Charts: Recharts
• State Management: Zustand

Features

1. Data Upload and Processing

• Accepts CSV and Excel files with advertising and market share data.
• Automatically processes and calculates key metrics (ESOV, SOV, SOM, ESOV Efficiency, etc.).

2. Dashboard

• ESOV Trends Over Time: Tracks the evolution of ESOV for different brands and markets with adaptive visualization (auto-switches between line charts, small multiples, and heatmap based on selection size).
• SOV vs. SOM Quadrant Chart: Compares advertising investment with market position using bubble charts with size encoding for spend.
• Efficiency Diverging Bar Chart: Shows ESOV divergence from equilibrium with color-coded positive/negative values.
• Summary Heatmap: Overview of all brand-market combinations when many items are selected.
• Filter by Market, Brand, and Year: Interactive filtering with view mode toggles for each chart.

3. Budget Optimizer

• Multi-brand Selection: Optimize budget allocation across multiple brands and markets simultaneously.
• Attractiveness-based Allocation: Uses formula (1 / (1 + |ESOV|)) × Market Size Index to prioritize balanced positions in larger markets.
• Visualization Charts: Pie chart (allocation by brand), stacked bar chart (allocation by market with brand breakdown), and ESOV comparison charts.
• Strategy Recommendations: Growth, Build, Maintain, Lead classifications based on current and projected ESOV.

4. Data Table

• Sortable and filterable data view
• CSV export functionality

Quick Start

Prerequisites

• Node.js 18+
• Python 3.10+

Development Setup

1. Start the backend:

   cd esov-app/backend
   pip install -r requirements.txt
   uvicorn app.main:app --reload --port 8000

2. Start the frontend (in a new terminal):

   cd esov-app/frontend
   npm install
   npm run dev

3. Open the app: Navigate to http://localhost:3000

Using Docker

cd esov-app
docker-compose up --build

The app will be available at:

• Frontend: http://localhost:3000
• Backend API: http://localhost:8000
• API Docs: http://localhost:8000/docs

Dataset Format

Your dataset should be in CSV or Excel format with the following required columns:

Column Name	Description	Example Value
Year	The year of data entry	2023
Brand	The brand name or identifier	Brand A
Market	The market region	UK
Share of Market	The percentage of market share	25.5
Spend	The total advertising spend for the brand	1000000

Sample data is available in the esov-app/data/ directory.

Who Can Benefit from This Application?

• Marketing Teams: Optimize advertising budgets and maximize return on investment (ROI).
• Brand Managers: Understand brand positioning and future growth opportunities.
• Executives & Decision Makers: Make informed strategic decisions based on market insights.
• Agencies & Consultants: Provide clients with data-driven recommendations and reports.

License

MIT