---
title: Introduction to Almanac
description: Understand how Almanac helps retailers interpret external market factors and make confident data-driven decisions.
---

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# Introduction to Almanac

## Understand how Almanac helps retailers interpret external market factors and make confident data-driven decisions.

### Introduction to Almanac

Retailers struggle to see *why* performance changes — Almanac makes that clearer.

### ![Screenshot 2026-01-21 at 09.39.02](https://help.passby.com/hs-fs/hubfs/Screenshot%202026-01-21%20at%2009.39.02.png?width=670&height=218&name=Screenshot%202026-01-21%20at%2009.39.02.png) What Is Almanac

**Almanac** is a retail intelligence platform that helps you see what’s happening *outside* your stores — in the markets, neighborhoods, and competitor networks that shape your performance. It delivers powerful **market intelligence** that complements your own first-party data, giving you the external context you need to understand what’s really going on and how to act.

By pairing your internal performance data with Almanac’s external insights, you can see the full story behind trends and take confident, data-informed action. Whether you’re planning new sites, diagnosing store performance, or monitoring shifts in the market, Almanac helps you make smarter, faster decisions.

### Overview

Almanac’s intuitive design and streamlined navigation make it easy to access insights quickly, whether you’re a new user or an experienced analyst.

Almanac turns complex location data into **actionable intelligence** for retail teams. You can explore performance by **Location, Brand, or Market**, view **dashboards and reports**, and uncover insights that explain both the *what* and the *why* behind retail trends.

### Who It’s For

- **Real Estate** teams evaluating new markets or store openings
- **Operations** teams tracking store performance and diagnosing issues
- **Marketing** teams aligning campaigns to customer movement patterns
- **Strategy & Analytics** teams benchmarking trends and market shifts

### Key Concepts

Understanding these key terms will help you navigate the platform more effectively.

#### Core Platform Terms

- [**Dashboards**](https://help.passby.com/learn-about-dashboards?hsLang=en) – Collections of analytics tailored to a specific use case.
- [**Locations**](https://help.passby.com/locations?hsLang=en) – Individual retail stores, restaurants, or points of interest tracked within the platform.
- [**Brands**](https://help.passby.com/brands?hsLang=en) – Groups of Locations aggregated by parent company.
- [**Markets**](https://help.passby.com/markets?hsLang=en)– Geographic groupings of Locations for regional analysis.
- **Analysis Pages** – The Location, Brand, or Market views within Almanac, where you can filter, explore, and compare results.
- **Reports** – Static summaries of insights for easy sharing or presentation.
- [**Benchmarks**](https://help.passby.com/benchmarks?hsLang=en) – Performance comparisons across Locations, Brands, or Markets, viewable on Dashboards or Analysis pages.
- [**Segments**](https://app-eu1.hubspot.com/knowledge-article/139632193/editor/349236715744/content?redirectUrl=/knowledge/139632193/258248311019/articles/state/all) – Sub-groups of Brand Locations used for deeper comparison or performance clustering.

#### Data Visualization Terms

- **Analytics** – Any chart, graph, or data visualization that is not on a map.
- **Map Visualizations** – Any data visualization that appears on a map.

#### Metrics Terms

- **Visits** – Foot traffic to a particular Location, Brand, or Market. Represents the number of trips made, not unique individuals.
- **Visitors** – The consumers that have visited a particular Location, Brand, or Market. Represents unique individuals, not total trips.

### Why It Matters

Retailers often struggle to understand *why* performance changes occur. Almanac bridges that gap by providing **external market intelligence** that complements your internal data — helping you see beyond your own four walls.

- **Diagnose performance issues** using market and competitor context
- **Augment first-party data** with external signals for a fuller understanding
- **Plan smarter** by seeing how external factors impact your business
- **Align teams** around a shared, data-backed understanding of performance
- **Make decisions faster** with prescriptive insights, not just numbers

By working in conjunction with your internal analytics, Almanac helps you connect the dots between what’s happening inside your stores and the world around them.

- [Getting Started](https://help.passby.com/getting-started?hsLang=en)
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