Ilan Experience
Connect Momentum Season
Connect Momentum Season
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Momentum Season measures what your catchment area did across one season of the retail cycle. Read month by month, framed by the period that precedes it and by the same season one year earlier, it separates the movement of the territory from the performance of your point of sale — and shows which neighbourhoods carried the result.
Ready to audit your last season?
Configure your auditThe seasons of the retail cycle
A retail year is not a flat line — it is a sequence of commercial seasons, each with its own mechanics, its own catchment behaviour and its own competitive intensity. Momentum Season reads one of them, in full, and you choose which in the configurator.
Trading seasons
Covered by the configurator
Winter sales, summer sales, spring, back-to-school, year-end holidays — and any consecutive multi-month period that constitutes a season for your category.
One season, read month by month.
Two references, not one
How the season is framed
Every season is set against the months that precede it — the level your territory was running at — and against the same season one year earlier.
A season that grows is not the same as a season that recovers.
Value proposition
Operational objective
Separate what your point of sale achieved from what the territory delivered anyway.
Method
The rules of dynamic geomarketing: classic geomarketing photographs a territory, dynamic geomarketing measures its movement.
Strategic angle
Deduplicated unique visitors at neighbourhood level — audience captured, not footsteps counted.
The three questions answered
Did the season work?
The movement generated across the season, measured against a clean reference level, then set against the same season one year earlier. A verdict expressed in points, not impressions.
Where did the result come from?
Your catchment area is ranked by contribution, not by distance. Momentum Season splits it into a concentrated base and a dispersed one, and shows which of the two carried the growth — and which merely followed the calendar.
Who drove the result?
Three levels of observation on a single scale: territory, store, media activation. Each measured against its own reference, so the three become comparable. The report composes them without declaring a winner.
Inside the report
Executive
The verdict: reference level, season, and where the territory stands once it closes.
Catchment
Which part of the territory moved, which one grew, which one came back.
Core
The concentrated base — mobilisation, contribution, and how solid the result is.
Expansion
The dispersed base — the growth reserve that responds to the season rather than to the year.
Balance
Territory, store and media side by side, on one common scale.
Activation
A recommended position for every zone, ready for your next campaign brief.
Map
The full catchment area, coloured by position, synchronised with the zone table.
What you will receive
A written diagnosis, not a dashboard to interpret
Every page carries a narrative in plain language explaining what each figure means, what it does not mean, and how far it can be trusted. No prior training in geomarketing required.
Zone-level recommendations
Each neighbourhood receives a position for your next season — Loyalty, Exclusion, Conquest or Dormant — derived from its contribution and its trajectory, with the weight it represents. Ready to hand over to your agency as it stands.
An honest reading
The report states the limits of what it measures. A gap between two levels is a position, never a proof of causality. Momentum describes; it does not attribute.
Data accuracy
Aggregated, privacy-by-design mobility data. Deduplicated unique visitors at neighbourhood granularity, benchmarked against published retail footfall thresholds.
Optional modules
Three questions that do not always arise. Each is added in the configurator, reads in the same grammar as the rest of the report, and leaves its structure untouched.
Competitive benchmark
The same season measured on a comparable neighbouring venue: same territory, same calendar, same weather. The closest available reference point.
Seasonal cannibalisation
Across the season, did your growth come from neighbourhoods that also feed your other locations? Up to three sites compared.
Engagement
The time that builds the basket. Visit duration is read across bands and compared with the reference level.
Coverage
Available in the configurator
Shopping centres and retail parks, across every market we cover. Select yours by name and a comparable venue is identified automatically.
Available on request
Standalone stores and high streets. Eligibility depends on surface area and geographic separation — contact us and we confirm it before you commit.
Delivery & secure access
Delivered within 72 business hours
Your report is built, published and handed over to your team within 72 business hours of payment being received. No back-and-forth, no scoping calls, no waiting on a quote.
Enterprise environment
The report is published and hosted exclusively within the Microsoft Power BI ecosystem.
Secure workspace, unlimited duration
Your data is isolated in a dedicated, encrypted online workspace accessible only to authorised stakeholders. No expiration date on your deliverable.
Licensing requirement
Each designated user must hold an active Microsoft Power BI Pro license, at the client's expense. Continuous access is guaranteed as long as this license is maintained.
How to order
Momentum Season is ordered directly online. The configurator builds your scope step by step and the price adjusts as you go — no quote, no purchase order, no waiting.
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Configure your audit
Select your venue, the season to audit and your audience profile. Add optional modules if the question applies to you. The price updates at every step.
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Check out
Pay online by card or SEPA transfer. Your invoice is issued immediately, and the data queries are triggered the moment your payment clears.
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Receive your workspace
Within 72 business hours, your Power BI workspace is published and transferred to your team — with the written diagnosis already inside it.
Your next season is already being planned. The last one is still unmeasured.
Configure your audit and receive it within 72 business hours. Configure your auditShare
