How to Use
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The PTDA Market Analyzer dashboard is designed to be interactive. Everything is clickable. You can profile the market size and segmentation for 14 PT/MC product categories (see product definitions here) for national, state and select metro areas for the U.S., Canada and Mexico in this three-step process:
Step 1: Choose either a Total Available Market view (total market size through all sales channels) or Distributor Available Market (calculated market size for PTDA-member distributor sales channels) view.
Step 2: Select the territory or multiple territories you’d like to view from one of the lists. Select a state, metro area (Metropolitan Statistical Area) or region from one of the choices.
Step 3: Select a product category or multiple categories.
Once you’ve made your selections, the market size value will be shown in the top right, together with the number of individual business locations (establishments) that account for the demand in the selected territory.
For a video tutorial, watch the short videos below.
The PTDA Market Analyzer dashboard gives members access to a proprietary database that provides estimates on the market size and segmentation of power transmission/motion control products in North America, including state and select metropolitan area markets.
This tool can be used to analyze markets for growth opportunities. The total size of the opportunities – whether you are talking about a region, state or metro area – is a vital piece of information for planning marketing and sales efforts. The ways in which this total opportunity is segmented – by product category, customer type and geographic territory – is also valuable information.
There are many practical ways to use this type of benchmarking:
- Validate the realistic available market opportunity for specific territories against internal estimates
- Discover high-potential product categories, customer segments or territories to research further for growth opportunity
- Create data-informed internal and/or joint market planning efforts with trading partners
- Identify gaps or additional opportunity in specific product categories, customer segments or territories
- Realign sales and marketing resources to the areas with highest potential
- Evaluate product mix and opportunities for product line extensions and geographic expansion
The PTDA Market Analyzer provides six types of statistical estimates for the 14 representative product categories typically sold by PTDA members. The reports include:
- PT/MC products market size estimates for nine U.S. regions
- PT/MC products market size estimates in 12 Canadian provinces and 32 Mexican states
- State PT/MC products market segmentation by top 10 customer segments
- Top 100 U.S. Metropolitan Statistical Areas (MSAs)
To get the most value from this report, keep the following market analysis best practices in mind:
Ask questions, challenge assumptions. Review these benchmark estimates for specific markets with your team. Depending on your market niche, you will find areas of strength and weakness against the averages calculated for each of the product categories (see the section below on methodology for more detail). The important outcome is to identify gaps and challenges to generally-held assumptions within your company. Traditionally, many sales people overestimate their share of a customer’s wallet and their total territory or market share. A market review can focus important additional field research.
Identify low-hanging fruit. This type of market analysis can often validate an intuitive hunch about emerging opportunities or weaknesses. Prioritize and research the gaps and surprises discovered between your historical sales data and the benchmark estimates here. Most sales organizations naturally focus on their traditional areas of greatest strength, with very good results. This type of benchmarking can identify additional areas where your company may be invisible in the market – either to customer segments or geography not examined carefully before.
Benchmark your market position. Calculate a realistic market share. For distributors, refine the Distributor Available Market (DAM) estimate presented in this report to create a “Realistic Available Market.” Factor in the amount of “share” that your company can realistically obtain, based on the unique characteristics of certain product categories and specific local market conditions, including the degree of competition. This exercise helps to identify where you have the best opportunity to focus resources. The insight gained can help you drive revenue into lower-share areas with the highest potential for return.
Research, refine, reposition. The ultimate goal is to gain better, data-driven market intelligence to make strategic decisions about where limited resources are best deployed. The best outcome is to develop a process over time to understand and be more responsive to market trends that present both threats and opportunities to your company. Using this type of benchmarking tool can help your team be more adaptive and responsive to best capture the highest percentage of the dollar opportunity that exists in your addressable market.
Detailed State/Province Views
You can view more detailed data views by state/province for the U.S., Canada and Mexico by clicking on the tabs at the top of the Market Analyzer dashboard, or select the flag icon for the country you wish to profile. These more detailed territory views include:
- Top 10 customer segments in the selected state/province
- Estimated market size for the top five counties in the selected state/province
- Estimated market size (TAM and DAM) for the top two metro areas
Here are a few more tips, which you can also view by hovering your mouse over the question mark at the top right of the dashboard:
- To view multiple selections from the data (products or territory), hold down CTRL (CMD on Mac) while selecting additional options.
- This can be applied across multiple charts, so dive in! Select a range of bars on the left and right sides of each dashboard to use as filters to
- To clear a selection, click on the selected item again to deselect it.
- To clear ALL selections, click the Revert Arrow on the bottom left.
- You can export any customized view you create in the following formats by clicking the Download icon at top right:
- Data (.csv file)
- Crosstab (.csv file)
Product Category Definitions
The 14 power transmission/motion control product categories analyzed in this report were developed by MDM Analytics using standardized North American Industry Classification System (NAICS) product codes. The PTDA Market Analyzer provides a view of the top-level 14 categories. The 2020 PTDA Market Size Report, available in PDF or Excel file formats, provide additional subcategory detail for the following Market Analyzer categories:
- Ball Bearings
- Roller Bearings
- Mounted Bearings
- Integral Horsepower Motors
- Fractional Horsepower Motors
- Conveyors & Material Handling Components
- Flat Conveyor Belting
- Conveyors & Conveying Equipment
- Hydraulics & Pneumatics
- Industrial Specialty Chemicals
- Sealants & Adhesives
- Industrial Petrochemicals
Methodology & Model Overview
This report provides two distinct views of North American Power Transmission/Motion Control markets served by PTDA members:
The first view defines the Total Available Market (TAM), which represents the perspective of a manufacturer for a specific product category. The Total Available Market is report author MDM Analytics’ estimate of end-user demand, or market size, through all channels to the end-user.
Distributor Available Market
The second view defines the Distributor Available Market, also known as the Distributor Addressable Market (DAM), which represents MDM Analytics’ estimate of end-user demand, or market size, that is accessible through PTDA-specific distribution channels. It excludes direct sales to OEM customers by manufacturers. Data are provided for the 14 major PT/MC categories sold by PTDA members.
In Market Analyzer, the difference between Total Available Market and Distributor Available Market is based on PTDA manufacturer responses of what their percentage of sales are through various channels. This data provide an initial benchmark for distributor and manufacturers. When applying these data for the purpose of market share and segmentation benchmarking, it is important to note that few manufacturers or distributors sell all products that define a specific product category. Further estimation based on your market position and knowledge is recommended.
MDM Analytics has developed several key data components and databases for deriving accurate market potential reports. A critical database contains current information on total output for all key industrial goods, as reported in the Annual Survey of Manufactures by the U.S. Census Bureau. This core database represents the total value of an industry’s output or production, and serves as a control point for subsequent modeling. To ensure consistency and veriﬁability, MDM Analytics employs information available through various other North American database resources. In addition, estimates for speciﬁc industries may be reﬁned through the use of private databases.
The second database allows MDM Analytics to track cross-industry transactional relationships. The foundation for this database is the benchmark Input-Output accounts for the United States produced by the Bureau of Economic Analysis (BEA). Input-Output (I-O) analysis examines the relationships between all industries within an economy, based on the relatively simple idea that the purchases, or inputs, of one industry are the sales, or output, of another industry. The I-O accounts reveal, for a given point in time the consumption and identity of commodities used by a given industry, and, conversely, the consumption and identity of all large industries using a given commodity.
This market profiling methodology developed by MDM Analytics more than 30 years ago can provide answers to key marketing questions, such as:
- What is your market share?
- Are you maximizing the sales effort?
- How big is the market in your back yard?
- Are your sales territories balanced in size and coverage?
- Which sales territory is doing the best, and which ones need help?
- Are there other industries of signiﬁcant size you’re overlooking?
- Which customers are you missing or not penetrating?
Market Analyzer Access/More Support
The PTDA Market Analyzer is available to PTDA members who participated in the 2020 Market Size research project and member survey. Each participating PTDA company can provide access to as many team members as needed. Simply share this website address with the team members you’d like to have use the PTDA Market Analyzer. They should use the company email address, and will be prompted to create their own password on first log-in.
For further log-in assistance, contact the team at MDM Analytics at firstname.lastname@example.org.