Sena runs strategic benchmarking against a peer set drawn from what buyers in each market paid.
A benchmark exists to turn a standalone figure into a position. Three conditions turn it back into a number that argues for whatever the reader already believed.
The comparison set gets drawn from the companies that publish figures. Availability decides the peer group, and availability correlates with company size and listing status.
Published figures arrive a year behind. A gap measured against them describes a market that has moved.
The number says a company sits eight points behind, and it ends there.
Sena is the decision AI with access to real-world data. It draws the peer set from what buyers in each market paid, then measures the same thing for every player in it.
Sena builds the comparison group from the players holding recorded category spend, so the set reflects the market a company competes in.
Sena applies one definition and one period across every player in the set, so a gap reflects performance.
Every gap arrives with the market, the period, and the capture behind it.
A benchmark holds up on two things: who made the peer set and whether every player in it was measured the same way.
Sena measures every player in the set from four collected inputs, applied per market.
What buyers paid across the peer set, which is the measure a benchmark compares.
What each player prices and carries in a real outlet, with the market and date attached.
Pack, price, and facing read off the image, so a coverage gap carries evidence.
Which player a buyer would move to, which separates a preference gap from a coverage one.
The team’s own numbers form a separate row. Point of sale, board decks, and exports connect through 250+ integrations, so own performance reads against the peer set.
Four types get used, and they answer different questions.
One unit against another inside the same company. No, the evidence sits inside the company.
Own performance against direct rivals in the same category.
One process against the same process elsewhere, across categories. No, the evidence sits inside the company.
The whole position against the players holding the category, including how they got there.
Sena covers the second and fourth, since both need evidence about what buyers outside the company did.
Competitive benchmarking measures own performance against the direct rivals a buyer weighs. Sena draws that set from purchase and measures three things across it.
Counted per market and per segment, across every player in the set.
Dated to the capture, so the price a buyer faced is the price in the comparison.
Counted in the outlets those buyers use, rather than in a distribution file.
Reading all three together separates a price gap from a coverage gap, which is the distinction a single index figure loses.
Benchmarking analysis breaks when one global figure carries twelve markets. Sena reports each market on its own and then together.
Three moments carry the most weight: a board review, a capital allocation, and a target being set for the coming year.
Three questions sit behind the number, and each one changes what a team should do about it.
A set drawn from whoever publishes results flatters or punishes by accident.
Figures a year behind describe a market that has already moved.
A gap with no cause attached leaves the response to whichever function argues hardest.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to where it came from whenever a number comes under question.
Sena answers benchmarking questions from consumer data collected under explicit consent, then names the cause behind the gap.
Sena measures the peer set in every market a team names, then reports them together, so a gap that is wide in one market and closed in the next arrives as two findings rather than one average.
Sena places the gap beside recorded category demand for the same period, so a widening gap in a growing market reads differently from one in a flat market.
Every comparison opens to the outlet, the market, and the date. Any figure in a board review opens to the purchases underneath it.
Sena builds every figure on this page from real-world signals captured when the question needs it, from what buyers paid across the peer set through to the dated capture a team opens when a gap gets challenged.
Counts what buyers in each market paid across every player in the peer set, so a gap rests on money that changed hands.
Reads price, pack and facing off images captured in real stores, which supplies the coverage half of the comparison.
Signal arrives from the consumer network under explicit consent. Every figure in the peer set comes from a person who agreed to share what they bought.
Brings point of sale, board decks, and exports in through 250+ integrations, so own performance reads against the peer set.
Each gap carries the market, the date, and the capture forward, so a comparison opens to the purchases underneath it.
Turns scattered benchmark files, exports and spreadsheets into one queryable base, so a comparison draws on every cycle the team has filed.
Four groups read the same comparison, and each one needs a different cut of it before the target is set.
The position against the category. Needs the peer set drawn from purchase.
The target for the year. Needs a gap that opens to its source on request.
The capital behind closing it. Needs the cause separated by market.
The response. Needs a price gap separated from a coverage gap.
The same method, run against the peer set each category actually competes with.
Share of recorded category spend against the players on the same shelf, per outlet type.
Which providers households hold, and where own products sit against them.
Subscriber share against operators in the same market, with the cause named.
Where own models sit against the alternatives buyers weighed.
One mechanism, applied per market and per category. Each step is documented, which is what keeps the comparison defensible.
Real contributors share what they buy and pay under explicit consent, in the markets the question names.
Sena applies one definition and one period across every player in the peer set.
Each gap reports per market, with the cause behind it separated.
Most benchmarks compare against whoever publishes figures. Sena compares against whoever holds the spend.
| Capability area | Typical setup | Sena |
|---|---|---|
| How the peer set gets drawn | From companies that publish results, so availability decides the group. | From players holding recorded category spend, private ones included. |
| Currency of the comparison | Published figures a year behind, so the gap describes a market that moved. | Collection run for the market named when the question arrives. |
| Method across the set | Each player measured by whatever it discloses. | One definition and one period across every player. |
| Market granularity | One global figure carrying twelve markets. | Each market measured on its own, then reported together. |
| The cause of a gap | Left to interpretation after the number lands. | Price, coverage and preference separated, per market. |
| Auditing the comparison | A methodology annex, with the records held by the provider. | Any score opens to the outlet, the market, and the date. |
| What comes back | An index position. | The gap, the market carrying it, and what created it. |
Three situations where a market-level comparison changes the decision on the table.
Separate price, coverage, and preference as causes, so the response matches what created the gap.
Build the target from where the peer set sits today, per market, so the number survives the review that follows.
Read whether buyers who prefer the product bought it, so a coverage problem separates from a brand problem.
A benchmark names the gap and its cause. The four decisions below are what a strategy team reaches for next.
Every strategy decision Sena answers, in one place
Who belongs in the set
Places every player on price, presence, and share, which is where a peer set comes from.
Explore competitive landscape analysis 02The category behind a gap
Counts what buyers in the category paid, so a gap reads against category movement.
Explore market intelligence 03Why the gap exists
Tests which attribute separates the options, so a preference gap gets a cause.
Explore competitive positioning 04Which line closes it
Weighs each line in the range against category demand, so investment follows the gap.
Explore portfolio strategyThe walkthrough draws the peer set from purchase in three markets, measures every player the same way, and traces any gap to the capture behind it while the team watches.
Tell us the category and the markets, and we will draw the set.