Product Revenue Cannibalization

ccsrtw · ‎08-18-2017

I'm trying to prove or disprove the notion that one of our products (let's call it "X") is cannabilizing revenue from the others ("Other").

My data model/structure is relatively straightforward, I have a fact table ("AllOrders") which is linked to a date table ("Calendar") and a customer table ("CustomerTable"). The orders are subscription based.

My first step was to define four unique measures:

1) Current Month $ X = CALCULATE( TOTALMTD( SUM( [Revenue[), 'Calendar'[DateKey]), AllOrders[Product] = "X")

2) Current Month $ Other = CALCULATE( TOTALMTD( SUM( [Revenue[), 'Calendar'[DateKey]), AllOrders[Product] = "Other")

3) Prior Month $ X = CALCULATE( SUM( [Revenue]), PREVIOUSMONTH('Calendar'[DateKey]), AllOrders[Product] = "X")

4) Prior Month $ Other = CALCULATE( SUM( [Revenue]), PREVIOUSMONTH('Calendar'[DateKey]), AllOrders[Product] = "Other")

Using these four measures, I created a fifth measure called "Shifted Revenue".

5) Shifted Revenue =

=CALCULATE (
    MIN ( [CM $ X] - [PM $ X], [PM $ Other] - [CM $ Other] ),
    FILTER (
        CustomerTable,
        [CM $ X] > [PM $ X]
            && [CM $ Other] < [PM $ Other]
            && TOTALMTD ( [Sum of Revenue], 'Calendar'[DateKey] ) > 0
    )
)

Good news is that this works and captures the right value that I want in the month that X cannibalizes Other revenue, but I need to take it one step further.

Using an example:

My "Shifted Revenue" measure captures the 2,000 in 4/1/2017, but I also want it to continue on and pick up the subsequent months since that revenue is something I would consider cannibalized as well, not just the first month that it shifts from Other to X. Currently drawing blanks on how best to do this. Any ideas?

Thanks for your time!

v-chuncz-msft · ‎08-21-2017

@ccsrtw,

For the first step, instead of measure, you may try adding a calculated table.

Community Support Team _ Sam Zha
If this post helps, then please consider Accept it as the solution to help the other members find it more quickly.

ccsrtw · ‎08-21-2017

Hi @v-chuncz-msft,

Appreciate the reply - not sure what that would accomplish? I'm somewhat familiar with the concept of calculated tables, but haven't really worked with them.