Retail & E-commerce / Customer Analytics
Share of Wallet SOW
Of everything a customer spends in your category, the share they spend with you.
The fork, why two teams get different numbers
Share of wallet requires knowing the customer's spend at your COMPETITORS, which you cannot see, so the fork is how the denominator is obtained.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: Customer-analytics / share-of-wallet marketing research (reference)