BrandSafway Market Model

Executive Summary

Model Overview at a Glance

A high-level synthesis of purpose, capabilities, and strategic roadmap

Business Purpose

The BrandSafway Market Model is a strategic intelligence platform designed to identify, quantify, and prioritize $6B+ in market opportunities across industrial and commercial construction segments, enabling data-driven sales targeting and resource allocation across 135 branch locations.

Market Sizing Opportunity Tracking Sales Enablement

Key Technical Features

Multi-Source Integration: IIR (Industrial), ConstructConnect (Commercial), Salesforce (CRM), ERP/GL (Actuals)
Star Schema Design: 57 tables, 127 relationships, 243 calculated columns
59 DAX Measures: Core metrics, time intelligence, rankings, and real-time alerts
Branch Assignment Logic: Geographic allocation connecting projects to 135 serving branches
Snowflake Data Warehouse: PROD_GOLD.MARKET_MODEL schema with ETL pipelines

Model Assumptions

Opportunity Calculation: Project TIV × Service-specific market share percentages
Branch Assignment: Nearest-branch allocation based on geographic proximity
Timeline Normalization: YYYYMM unpivot for consistent temporal analysis
Category Mapping: Standardized segment classification across sources
Data Freshness: Daily batch refresh from external sources (IIR, CC)

5 Defined Personas

Executive TAM penetration, market share, strategic investments

Sales Pipeline coverage, bid tracking, win rates

Operations Capacity planning, resource utilization, scheduling

Analytics Data quality, measure optimization, validation

IT/Platform Pipeline health, refresh monitoring, security

Path to Persona-Specific, Actionable & Collaborative Model

Key initiatives to transform from reporting tool to decision engine

1. Persona-Specific Access

Implement Row-Level Security (RLS) by branch/region hierarchy
Create role-based landing pages with relevant KPIs
Deploy pre-built analysis packs per persona
Configure personalized alert thresholds

2. Actionable Insights

Build smart alert system (new projects, bid dates, anomalies)
Add AI-generated narrative summaries
Implement Detect → Contextualize → Recommend → Execute workflow
Enable one-click actions (create opportunity, schedule meeting)

3. Collaborative Platform

Embed analytics in Salesforce (Account/Opportunity pages)
Deploy Teams integration with weekly digest cards
Enable bi-directional CRM sync (real-time Salesforce)
Create shared workspaces for cross-functional analysis

4. Advanced Intelligence

Develop ML-based win probability scoring
Enable Natural Language Q&A (Power BI Copilot)
Integrate external data (economic indicators, competitor intel)
Build demand forecasting models by region/service

544K+

Projects Tracked

57

Data Tables

59

DAX Measures

5

User Personas

135

Branch Locations

4

Data Sources

Quick Start

Everything you need to know

Get up to speed with the Market Model dashboard in minutes

Data Architecture

Understand how data flows from IIR and ConstructConnect through Snowflake to Power BI.

Learn more

Data Model

Explore the star schema design with fact tables, dimensions, and relationships.

Explore schema

DAX Measures

59 carefully crafted measures for opportunity tracking, forecasting, and alerts.

View measures

Power Query

21 M query transformations that clean, shape, and prepare data from source systems.

See transformations

Architecture

Data Architecture

End-to-end data flow from source systems to analytics

External Data Sources

🏭

IIR

Industrial Info Resources

🏗️

ConstructConnect

Commercial Projects

☁️

Salesforce

CRM Data

Data Warehouse

❄️

Snowflake

PROD_GOLD.MARKET_MODEL

MLNBOPP-HTA11201.snowflakecomputing.com

Analytics Layer

📊

Power BI

Market Model Dashboard

Source Tables Mapping

Snowflake Table	Power BI Table	Source	Records
`CC_ADJUSTED`	ConstructConnect_Adjusted	ConstructConnect	544,890
`COMM_ALTERATION`	Commercial Alteration	ConstructConnect	373,466
`COMM_NEW_BUILD`	Commercial New Build	ConstructConnect	99,958
`IND_PLANT_LIST_YARD_CURRENT`	Industrial Plant List	IIR	97,305
`IIR_PROJECT_LIST`	IIR Project List	IIR	80,937
`IND_CAPITAL`	Industrial Capital	IIR	34,304
`IND_TURNAROUNDS`	Industrial Turnarounds	IIR	46,639
`MAIN_OFFICES`	MainOffices1	Internal	135

Data Organization

Subject Areas & Data Flow

How data is organized, flows through the system, and connects across domains

Industrial

7 Tables | IIR Source

Master Industrial Plant List 97K plants

Projects IIR Project List 80.9K projects

Fact Industrial Capital by YYYYMM

Fact Industrial Turnarounds by YYYYMM

Fact Industrial Maintenance by YYYYMM

Summary Industrial Topline Pre-aggregated

Bridge IIR_BRANCH_ASSIGNMENT Project-Branch

24 Market Segments

5 Funding Types

Commercial

6 Tables | ConstructConnect Source

Master ConstructConnect_Adjusted 544K projects

Address Master Addresses Commercial Geocoded

Fact Commercial New Build by YYYYMM

Fact Commercial Alteration by YYYYMM

Summary Commercial Topline Pre-aggregated

Bridge CC_BRANCH_ASSIGNMENT Project-Branch

23 Categories

66 States

Reference Data

5 Tables | Dimensions

Dimension Service Type 6 types

Dimension Project Funding 5 types

Dimension ProjectType 4 types

Geography MSA_Table 389 MSAs

Org MainOffices1 135 branches

127 Relationships

35 Date Tables

CRM & Companies

2 Tables | Salesforce

CRM Project (Salesforce) Pipeline tracking

Companies Company Project History Bidders & owners

M:M Project Link

SFDC_KEY Join Field

Job Performance

Excel | ERP/GL Actuals

Fact Job Transactions 55 columns

Geography: Branch, Area, Region, Division Customer: Code, Name Classification: Service Type, Market, Project Funding Financials: Revenue, Cost, Hours Time: Period, Month, Year

Actuals Rev/Cost/Hours

Monthly Granularity

End-to-End Data Flow

From source systems through transformation to consumption

1 Source Systems

🏭

IIR (Industrial Info) Plants, Projects, TIV

🏗️

ConstructConnect Commercial Projects

☁️

Salesforce Pipeline, Opportunities

💼

ERP/GL Actuals, Jobs, Finance

ETL

2 Snowflake (PROD_GOLD)

❄️

MARKET_MODEL Schema Cleansed, transformed data

Branch Assignment Geographic allocation logic

YYYYMM Unpivot Timeline normalization

Category Mapping Standardized segments

Opportunity Calc Value × market share %

Import

3 Power BI Model

📊

Semantic Model Star schema, DAX measures

57 Tables

59 Measures

127 Relationships

243 Calc Columns

Render

4 Consumption Layer

📱

Dashboards Interactive reports

📧

Subscriptions Scheduled delivery

🔗

Embedded Salesforce, Teams

Critical Data Relationships

1:M Active Plant → Projects

Industrial Plant List.PLANT_ID → IIR Project List.PLANT_ID

Each plant has multiple projects over time

M:1 Active Project → Branch

IIR_BRANCH_ASSIGNMENT.PROJECT_ID → MainOffices1.YardID

Projects assigned to serving branch via bridge table

M:M Inactive Project → Salesforce

IIR Project List.SFDC_KEY → Project.Project_ID__c

Links market opportunities to CRM pipeline (uses USERELATIONSHIP)

1:M Active Service Type Filter

Service Type → All Fact Tables

Single slicer filters across Industrial and Commercial

Schema

Data Model

Star schema design with fact and dimension tables

Dimension Tables

📅 Calendar

Date Date

Year Int

Month Int

Quarter Text

🏢 MainOffices1

YardID Text

Division Text

Region Text

Area Text

🔧 Service Type

Service Type Text

💰 Project Funding

ProjectFunding Text

Fact Tables

🏭 Industrial Capital

Project ID Float

Service Type Text

Date Date

Value Number

🔄 Industrial Turnarounds

Project ID Float

Service Type Text

Value Number

🏗️ Commercial New Build

Project ID Float

Service Type Text

Value Number

🔨 Commercial Alteration

Project ID Float

Service Type Text

Value Number

Bridge & Reference

🔗 IIR_BRANCH_ASSIGNMENT

PROJECT_ID Text

YardID Text

🔗 CC_BRANCH_ASSIGNMENT

ProjectID Float

YardID Text

📍 MSA_Table

KEY Text

STATE Text

COUNTY Text

MSA Text

Key Relationships

Industrial Side

Industrial Capital[Project ID] → IIR Project List[PROJECT_ID] Industrial Turnarounds[Project ID] → IIR Project List[PROJECT_ID] Industrial Maintenance[PLANT_ID] → Industrial Plant List[PLANT_ID] IIR Project List[PROJECT_ID] ↔ IIR_BRANCH_ASSIGNMENT[PROJECT_ID]

Commercial Side

Commercial New Build[Project ID] → ConstructConnect_Adjusted[ProjectID] Commercial Alteration[Project ID] → ConstructConnect_Adjusted[ProjectID] CC_BRANCH_ASSIGNMENT[YardID] → MainOffices1[YardID]

Calculations

DAX Measures

59 measures organized by category for opportunity tracking and forecasting

Oppty

Core

Total opportunity value across all segments (bottom-up)

Oppty =
    SUM('Industrial Capital'[Value])
    + SUM('Industrial Turnarounds'[Value])
    + SUM('Industrial Maintenance'[Value])
    + SUM('Commercial Alteration'[Value])
    + SUM('Commercial New Build'[Value])

Ind_Oppty

Industrial

Industrial opportunity with USERELATIONSHIP for flexible filtering

Ind_Oppty =
VAR Cap =
    CALCULATE(
        SUM('Industrial Capital'[Value]),
        USERELATIONSHIP('Industrial Capital'[Project ID],
                        'IIR Project List'[PROJECT_ID])
    )
VAR Ta =
    CALCULATE(
        SUM('Industrial Turnarounds'[Value]),
        USERELATIONSHIP('Industrial Turnarounds'[Project ID],
                        'IIR Project List'[PROJECT_ID])
    )
VAR Maint =
    CALCULATE(
        [Maintenance_Oppty_2025],
        USERELATIONSHIP('Industrial Maintenance'[PLANT_ID],
                        'Industrial Plant List'[PLANT_ID])
    )
RETURN
    COALESCE(Cap,0) + COALESCE(Ta,0) + COALESCE(Maint,0)

Com_Oppty

Commercial

Commercial opportunity combining New Build and Alteration

Com_Oppty =
    SUM('Commercial Alteration'[Value])
    + SUM('Commercial New Build'[Value])

Topline_Oppty

Top-Down

Top-down market forecast combining industrial and commercial topline

Topline_Oppty = [Ind_TopLine_Oppty] + [Comm_TopLine_Oppty]

Ind_TopLine_Oppty =
    SUM('Industrial Topline'[Value])
    + SUM('Industrial Maintenance'[Value])

Comm_TopLine_Oppty = SUM('Commercial Topline'[Value])

NextYear_BottomUp_Oppty

Time

Next year's opportunity using DATEADD time intelligence

NextYear_BottomUp_Oppty =
    CALCULATE(
        [Oppty],
        DATEADD(Calendar[Date], 1, YEAR)
    )

NY_YoY_BottomUp_OpptyGrowth

Growth

Year-over-year growth percentage calculation

NY_YoY_BottomUp_OpptyGrowth =
IF(
    NOT(ISBLANK([Oppty])) &&
    NOT(ISBLANK([NextYear_BottomUp_Oppty])),
    ([NextYear_BottomUp_Oppty] - [Oppty]) / [Oppty],
    BLANK()
)

Capital&Turnaround_BaseYear + 1/2/3

Forecast

Multi-year forecasting measures

Capital&Turnaround_BaseYear + 1 =
    CALCULATE(
        [Capital&Turnaround_Oppty],
        DATEADD('Calendar'[Date], 1, YEAR)
    )

Capital&Turnaround_BaseYear + 2 =
    CALCULATE(
        [Capital&Turnaround_Oppty],
        DATEADD('Calendar'[Date], 2, YEAR)
    )

Capital&Turnaround_BaseYear + 3 =
    CALCULATE(
        [Capital&Turnaround_Oppty],
        DATEADD('Calendar'[Date], 3, YEAR)
    )

CustomerRankIndustrial

Ranking

Ranks customers by industrial opportunity using RANKX

CustomerRankIndustrial =
RANKX(
    ALLSELECTED('Industrial Plant List'[OWNER_NAME]),
    CALCULATE(
        [Oppty],
        USERELATIONSHIP('Industrial Capital'[PLANT_ID],
                        'Industrial Plant List'[PLANT_ID]),
        USERELATIONSHIP('Industrial Turnarounds'[PLANT_ID],
                        'Industrial Plant List'[PLANT_ID])
    ),
    ,
    DESC,
    DENSE
)

Top10_States_Ind

Ranking

Filters to show only top 10 states by opportunity

Top10_States_Ind =
CALCULATE(
    [Ind_Oppty],
    FILTER(
        ALLSELECTED('StatesTable'),
        [StateRank] <= 10
    )
)

Alert_New_L2d_5B

Alert

Detects $5B+ projects added in last 2 days

Alert_New_L2d_5B =
VAR StartDate = TODAY() - 1
VAR EndDate = TODAY() + 1

VAR IIR_Count =
    CALCULATE(
        DISTINCTCOUNT('IIR Project List'[PROJECT_ID]),
        KEEPFILTERS(
            'IIR Project List'[LIVE_DATE] >= StartDate &&
            'IIR Project List'[LIVE_DATE] <= EndDate &&
            'IIR Project List'[TIV_USD] > 5000000000
        )
    )

VAR CC_ValidIDs =
    UNION(
        VALUES('Commercial New Build'[Project ID]),
        VALUES('Commercial Alteration'[Project ID])
    )

VAR CC_Count =
    CALCULATE(
        DISTINCTCOUNT(ConstructConnect_Adjusted[ProjectID]),
        TREATAS(CC_ValidIDs, ConstructConnect_Adjusted[ProjectID]),
        KEEPFILTERS(
            DATEVALUE('ConstructConnect_Adjusted'[ListDate]) >= StartDate &&
            DATEVALUE('ConstructConnect_Adjusted'[ListDate]) <= EndDate &&
            'ConstructConnect_Adjusted'[Valuation_Value] > 5000000000
        )
    )

RETURN IIR_Count + CC_Count

Complete Measures Reference

Category	Measure	Description
Core	Oppty	Total opportunity (all segments)
Industrial	Ind_Oppty	Industrial opportunity
Commercial	Com_Oppty	Commercial opportunity
Topline	Topline_Oppty	Top-down total
Industrial	Capital_Oppty	Capital projects value
Industrial	Turnaround_Oppty	Turnaround projects value
Industrial	Maintenance_Oppty	Maintenance value
Commercial	NewBuild_BottomUp_Oppty	New build value
Commercial	Alteration_BottomUp_Oppty	Alteration value
Time	NextYear_BottomUp_Oppty	Next year bottom-up
Time	NY_YoY_BottomUp_OpptyGrowth	YoY growth rate
Ranking	CustomerRankIndustrial	Customer rank by opportunity
Ranking	StateRank	State rank by opportunity
Alert	Alert_New_L2d_5B	Large project alert

ETL

Power Query Transformations

21 M query transformations that clean, shape, and prepare data

⚡

Common Pattern: YYYYMM Unpivot

All forecast tables use this pattern to convert wide format to tall format

let
    Source = Snowflake.Databases(
        "MLNBOPP-HTA11201.snowflakecomputing.com",
        "PBI_WH_RQ_SMALL",
        [Role="PROD_ALL_DB_VIEWER"]
    ),

    // Navigate to table
    Table = Source{[Name="PROD_GOLD"]}[Data]
            {[Name="MARKET_MODEL"]}[Data]
            {[Name="IND_CAPITAL"]}[Data],

    // Dynamically select columns starting with "20" (year columns)
    YYYYMMColumns = List.Select(
        Table.ColumnNames(Table),
        each Text.StartsWith(_, "20")
    ),

    // Unpivot: Convert wide format to tall format
    UnpivotedColumns = Table.Unpivot(
        Table,
        YYYYMMColumns,
        "YYYYMM",    // New column for period
        "Value"      // New column for opportunity value
    ),

    // Add proper Date column from YYYYMM string
    #"Added Custom" = Table.AddColumn(
        UnpivotedColumns,
        "Date",
        each Date.FromText(
            Text.Start([YYYYMM], 4) & "-" &
            Text.End([YYYYMM], 2) & "-01"
        )
    )
in
    #"Added Custom"

🏭

Industrial Plant List

Snowflake Dedup Null Handling

Loads plant master data, removes duplicates on PLANT_ID, replaces nulls with "Unknown"

📋

IIR Project List

Snowflake Date Parsing Standardization

Creates StartDate from KICKOFF, standardizes country names, handles nulls

🏗️

ConstructConnect_Adjusted

Snowflake Text Clean Rename

Cleans text fields, removes special characters, renames Stage to CC_Stage

📍

MSA_Table

Native SQL Window Function Standardization

Uses native SQL with ROW_NUMBER to get most common MSA per county

☁️

Project (Salesforce)

Salesforce.Data Column Selection

Connects to Salesforce CRM, removes unnecessary columns

🔧

Service Type

Static Embedded

Static reference table with 6 service types embedded as JSON

User Personas

Role-Based Experiences

Tailored dashboard views and insights for each stakeholder role

C-Suite

Executive Leadership

CEO, CFO, COO, EVP

Key Questions They Ask

"What's our market share in the Gulf Coast region?"
"Which sectors are showing the most growth potential?"
"How does this quarter compare to last year?"
"Where should we invest for maximum ROI?"

Key Action Insights

💡 TAM in Texas grew 18% - consider expansion

⚠ Midwest win rate declining - needs review

✓ Industrial segment exceeding targets by 12%

Recommended Actions

Key Metric TAM Penetration %

Frequency Weekly/Monthly

Revenue

Sales & Business Development

VP Sales, Regional Managers, Account Executives

Key Questions They Ask

"What new projects are coming up in my territory?"
"Which bids are due this week?"
"What's my pipeline coverage ratio?"
"Which accounts have projects we haven't quoted?"

Key Action Insights

🚨 5 bids due in next 7 days - $12M total value

💡 ExxonMobil has 3 new projects - existing relationship

⚠ Pipeline coverage at 2.1x - below 3x target

Recommended Actions

Key Metric Win Rate %

Frequency Daily

Delivery

Operations & Branch Management

Branch Managers, Operations Directors, Field Supervisors

Key Questions They Ask

"What's our capacity for Q2 turnaround season?"
"Which projects are starting in my branch area?"
"Do we have resource conflicts next month?"
"What service mix should we staff for?"

Key Action Insights

⚠ Houston branch at 92% capacity in March

💡 Scaffold demand up 25% - consider equipment

ℹ 3 large turnarounds overlap in April

Recommended Actions

Key Metric Utilization %

Frequency Daily/Weekly

Insights

Analytics & Strategy

Data Analysts, BI Developers, Strategy Team

Key Questions They Ask

"Why is IIR data showing discrepancies?"
"What's the refresh status of all sources?"
"Which measures need optimization?"
"How do we validate branch assignments?"

Key Action Insights

⚠ ConstructConnect data 2 days stale

ℹ 15 orphan projects without branch assignment

✓ DAX measure performance improved 40%

Recommended Actions

Key Metric Data Freshness

Frequency Continuous

Platform

IT & Platform Engineering

Data Engineers, IT Admins, Solution Architects

Key Questions They Ask

"Is the Snowflake connection healthy?"
"What's causing slow report load times?"
"Who accessed sensitive data last week?"
"Are all scheduled refreshes completing?"

Key Action Insights

✓ All pipelines healthy - 99.9% uptime

⚠ Salesforce sync delayed 45 minutes

ℹ 5 new users provisioned this week

Recommended Actions

Key Metric Uptime %

Frequency Real-time

Teamwork

Collaborative Intelligence

How personas work together to drive decisions across the organization

Cross-Functional Decision Flow

From market signal to coordinated action

Analytics

Detect Signal

"Large refinery maintenance cycle detected in Texas - $50M potential"

→

Executive

Prioritize

"Approve strategic pursuit - aligns with Gulf Coast growth initiative"

→

Sales

Engage

"Create opportunity, schedule customer meeting, assign senior AE"

→

Operations

Plan Capacity

"Reserve resources, coordinate with adjacent branches for support"

Shared Comments & Annotations

Add context to data points visible to all stakeholders. Tag colleagues on specific insights for review.

Example: "@SarahJ - This ExxonMobil project looks like a fit for our new insulation capability"

Cross-Team Subscriptions

Subscribe to alerts from other personas. Sales gets notified when Operations flags capacity issues.

Alert: "Houston branch capacity below 20% for scaffold - coordinate with Sales on commitments"

Shared Planning Calendar

Unified view of bid dates, project starts, and resource availability across all teams.

View: Q2 shows 8 turnarounds, 3 capacity conflicts, 12 major bids due

Win/Loss Feedback Loop

Sales outcomes feed back to Analytics for model improvement and Executive for strategy refinement.

Insight: "Win rate 65% when Operations confirms capacity vs 28% without"

Persona Interaction Matrix

How each role contributes to and benefits from others

From / To	Executive	Sales	Operations	Analytics	IT
Executive	-	Strategic priorities, target markets	Capacity investment decisions	KPI definitions, success metrics	Budget approvals, security policies
Sales	Pipeline health, win/loss trends	-	Resource requests, project timelines	Data quality issues, missing info	CRM integration needs
Operations	Utilization metrics, growth needs	Capacity confirmations, constraints	-	Assignment accuracy feedback	System performance issues
Analytics	Market insights, trend analysis	Opportunity scoring, predictions	Demand forecasting, patterns	-	Data pipeline requirements
IT	System health reports, risks	New feature capabilities	Integration status updates	Data freshness, lineage info	-

Roadmap

Model Enhancements & Recommendations

Strategic improvements for architecture, insights delivery, and decision support

Architecture & Model Updates

High Priority

Incremental Refresh Implementation

Configure incremental refresh for large fact tables (Commercial, Industrial projects) to reduce refresh times from hours to minutes.

Tables Affected ConstructConnect_Adjusted, IIR_Project_List

Expected Improvement 70-80% faster refreshes

High Priority

Composite Model Architecture

Convert to composite model with DirectQuery for real-time Salesforce data combined with Import mode for historical market data.

Benefit Real-time CRM integration

Complexity Medium-High

Medium Priority

Calculation Groups for Time Intelligence

Replace repetitive YoY, QoQ, and MTD measures with calculation groups for cleaner maintenance and better performance.

Measures to Consolidate 15+ time-based measures

Maintenance Savings 50% fewer DAX measures

Medium Priority

Role-Level Security (RLS)

Implement dynamic RLS based on user branch assignments for self-service access while maintaining data governance.

Security Model Branch + Region hierarchy

Users Enabled All 135 branch managers

Consumption-Ready Insights

01

Smart Alerts & Notifications

Proactive notifications when key thresholds are crossed or anomalies detected.

New Project Alert: Large projects ($5M+) added in your territory
Bid Date Reminder: Projects with bids due within 14 days
Win Rate Drop: Win rate falls below historical average
Market Shift: Unusual activity spike in specific sectors

02

Natural Language Summaries

AI-generated narrative insights that explain what the data means.

Example Output

"Your Gulf Coast region saw a 23% increase in turnaround projects this quarter, primarily driven by 3 large refinery maintenance cycles at ExxonMobil and Chevron facilities. This represents $45M in potential opportunity, with bid dates concentrated in Q2."

03

Embedded Analytics

Surface insights where users already work, reducing context switching.

Salesforce: Embed project intelligence on Account and Opportunity pages
Microsoft Teams: Weekly digest cards with key metrics
Email: Personalized briefings for executives
Mobile: Power BI mobile app with push notifications

04

Pre-Built Analysis Packs

Curated views answering common business questions without manual filtering.

📊 Territory Review Pack

🎯 Pipeline Health Check

📈 Growth Opportunity Finder

⚡ Quick Win Identifier

Actionable Decision Framework

1

Detect

Automatically identify signals and patterns

Large project ($10M+) bid date in 30 days Competitor winning multiple bids in territory Market sector showing 15%+ growth

2

Contextualize

Enrich with historical and relationship data

Previous wins with this customer: 3 projects Historical win rate for project type: 45% Branch capacity utilization: 78%

3

Recommend

Suggest specific actions with rationale

Recommend: Assign senior estimator (high value + existing relationship) Recommend: Partner with adjacent branch for capacity Recommend: Prioritize scaffold service (higher margin for project type)

4

Execute

Enable one-click actions from insights

→ Create Salesforce Opportunity → Schedule customer meeting → Generate proposal template → Assign to sales rep

Implementation Phases

Phase 1 Foundation

Model Optimization

Implement incremental refresh
Add calculation groups
Optimize DAX measures
Document all transformations

Outcome: 70% faster refresh, maintainable codebase

Phase 2 Access

Self-Service Enablement

Implement Row-Level Security
Create persona-based views
Build training materials
Deploy to Power BI Premium

Outcome: 135 branch managers with secure access

Phase 3 Intelligence

Smart Insights Layer

Configure data alerts
Integrate Copilot for Power BI
Build automated reports
Create Salesforce embedded views

Outcome: Proactive insights, reduced manual analysis

Phase 4 Action

Decision Automation

Power Automate workflows
Recommendation engine
One-click CRM actions
Predictive scoring models

Outcome: Insight-to-action automation

Future Capabilities

Advanced features and integrations for the next generation platform

AI & Machine Learning

Intelligent automation and predictive capabilities

High Impact

Win Probability Scoring

ML model that predicts likelihood of winning each opportunity based on historical patterns, relationship strength, competitor presence, and project characteristics.

Prioritize high-probability deals Optimize resource allocation Improve forecast accuracy

Tech Stack: Azure ML Python Snowflake ML Functions

High Impact

Natural Language Q&A

Ask questions in plain English: "What's the largest turnaround project in Texas next quarter?" and get instant answers with visualizations.

Democratize data access Reduce training needs Instant answers

Tech Stack: Power BI Copilot Azure OpenAI Semantic Model

Medium Impact

Anomaly Detection

Automatically detect unusual patterns: sudden market shifts, data quality issues, unexpected competitor activity, or emerging opportunities.

Early warning system Data quality alerts Competitive intelligence

Tech Stack: Azure Anomaly Detector Time Series Analysis

Medium Impact

Demand Forecasting

Predict future market demand by region, service type, and sector using historical patterns, economic indicators, and project pipeline data.

Capacity planning Equipment investment Hiring decisions

Tech Stack: Prophet ARIMA Snowpark

External Data Enrichment

Augment internal data with external market intelligence

High Impact

Economic Indicators Integration

Correlate market opportunities with economic data: oil prices, refinery utilization rates, construction spending indices, and regional GDP.

Macro trend awareness Leading indicators Strategic planning

Sources: EIA Census Bureau BLS Federal Reserve

High Impact

Competitor Intelligence

Track competitor wins, losses, and market presence. Identify which competitors are active in each territory and their win patterns.

Competitive positioning Pricing intelligence Win strategy

Sources: SEC Filings Press Releases Industry Reports

Medium Impact

Weather & Seasonality

Incorporate weather forecasts and seasonal patterns that affect project timelines, especially for outdoor scaffold and painting work.

Project scheduling Resource planning Risk mitigation

Sources: NOAA Weather APIs Historical Patterns

Medium Impact

Permit & Regulatory Data

Early detection of upcoming projects through building permits, environmental filings, and regulatory submissions before they hit IIR/CC.

Early opportunity detection First-mover advantage Relationship building

Sources: BuildFax EPA ECHO State Agencies

Real-Time Intelligence

Move from batch to streaming for instant insights

High Impact

Live Salesforce Sync

Real-time bi-directional sync with Salesforce. When an opportunity is updated in CRM, dashboards reflect immediately. Market insights push back to CRM.

Single source of truth No data lag Bi-directional flow

Tech Stack: Salesforce Platform Events Azure Event Hub Direct Lake

Medium Impact

Push Notifications

Real-time mobile and desktop alerts when critical events occur: new large project added, competitor activity, bid date approaching.

Immediate awareness Time-sensitive actions Mobile-first

Tech Stack: Power Automate Teams Webhooks Mobile Push

Future

Streaming Analytics

Process data as it arrives for instant aggregations. See live project counts, opportunity values, and market shifts as they happen.

Zero latency Live dashboards Event-driven

Tech Stack: Snowflake Streams Kafka Real-Time Hub

Advanced Visualization

Next-generation visual experiences

High Impact

Interactive 3D Mapping

Geospatial visualization with 3D terrain, drive-time analysis, and branch coverage optimization. See project density as elevation maps.

Territory optimization Coverage gaps Travel efficiency

Tech Stack: Azure Maps Mapbox GL Icon Map Visual

Medium Impact

Relationship Network Graph

Visualize connections between companies, contacts, and projects. See how parent companies, subsidiaries, and key decision-makers are connected.

Account intelligence Cross-sell opportunities Relationship mapping

Tech Stack: Force-Directed Graph D3.js Neo4j

Future

Augmented Reality Site View

Point your phone at an industrial facility and see overlay of active projects, historical work, and upcoming opportunities at that site.

Field intelligence Site context Customer meetings

Tech Stack: ARKit/ARCore Location Services Computer Vision

Automation & Workflow

From insight to action without manual intervention

High Impact

Auto-Opportunity Creation

When a new project matches predefined criteria (size, location, customer relationship), automatically create a Salesforce opportunity and assign to the right rep.

Zero manual entry Instant assignment No missed opportunities

Tech Stack: Power Automate Salesforce Flow Business Rules Engine

High Impact

Intelligent Document Generation

Auto-generate proposals, territory reports, and executive summaries with project-specific data, competitive analysis, and win strategy recommendations.

80% faster proposals Consistent quality Data-driven content

Tech Stack: Azure OpenAI Word Templates Power Automate

Medium Impact

Meeting Prep Automation

Before every customer meeting, auto-generate a briefing with: account history, active projects, upcoming bids, relationship strength, and talking points.

Better prepared reps Time savings Consistent process

Tech Stack: Outlook Integration GPT-4 Calendar API

Governance & Trust

Data quality, lineage, and confidence scoring

High Impact

Data Quality Scorecard

Real-time data quality metrics: completeness, accuracy, timeliness, consistency. Alert when quality drops below thresholds.

Trust in data Proactive fixes Quality trends

Tech Stack: Great Expectations dbt Tests Monte Carlo

Medium Impact

Confidence Indicators

Every metric shows confidence level based on data completeness and freshness. Users know when to trust numbers vs. when to investigate.

Informed decisions Transparency Reduce bad decisions

Tech Stack: Custom Visuals Metadata Layer

Medium Impact

End-to-End Lineage

Click any number to see exactly where it came from: source system, transformations applied, last update time, and who owns it.

Audit trail Debug issues Compliance

Tech Stack: Microsoft Purview OpenLineage dbt Docs

Self-Service & Democratization

Empower every user to find their own answers

High Impact

Personal Dashboards

Every user gets a personalized home page showing their territory, their accounts, their opportunities. Auto-configured based on role and assignments.

Relevant content Faster onboarding Role-specific views

Tech Stack: Dynamic RLS User Profiles Bookmarks

Medium Impact

Drag-and-Drop Report Builder

Non-technical users can build their own reports without IT support. Pre-approved measures, governed dimensions, safe self-service.

IT independence Faster answers Governed flexibility

Tech Stack: Power BI Datasets Composite Models Certified Metrics

Medium Impact

Embedded Training & Guidance

Contextual help, video tutorials, and guided tours built into the interface. New users become productive in hours, not weeks.

Faster adoption Reduced support In-context learning

Tech Stack: WalkMe Pendo In-app Help

Analytics Maturity Roadmap

Progressive capabilities building toward autonomous intelligence

1 Current

Descriptive

"What happened?"

Historical reporting
Static dashboards
Manual refresh
IT-dependent

2 Next

Diagnostic

"Why did it happen?"

Drill-down analysis
Root cause detection
Anomaly alerts
Self-service enabled

3 Target

Predictive

"What will happen?"

Win probability scoring
Demand forecasting
Trend projections
Risk identification

4 Vision

Prescriptive

"What should we do?"

Recommended actions
Auto-optimization
Autonomous decisions
Closed-loop learning

Reference

Data Dictionary

Complete field-level documentation for all tables

Column	Type	Description
`PLANT_ID`	Text	Unique plant identifier (Primary Key)
`OWNER_NAME`	Text	Plant owner company name
`PARENTNAME`	Text	Ultimate parent company name
`PLANT_NAME`	Text	Facility name
`P_ST_NAME`	Text	State name
`PHYS_CITY`	Text	Physical city location
`PHYS_ZIP`	Text	ZIP/Postal code
`P_COUNTRY`	Text	Country
`IND_CODE`	Text	Industry code
`IND_DESC`	Text	Industry description
`NewCategory`	Text	Market segment category
`YardID`	Text	Assigned branch (Foreign Key)
`LATITUDE`	Number	Geographic latitude
`LONGITUDE`	Number	Geographic longitude

Column	Type	Description
`PROJECT_ID`	Text	Unique project identifier (Primary Key)
`PROJ_NAME`	Text	Project name
`PROJECT_TYPE`	Text	Type of project
`PLANT_ID`	Text	Associated plant (Foreign Key)
`TIV_USD`	Int	Total Investment Value in USD
`COMPLETION`	Date	Expected completion date
`StartDate`	Date	Project start date
`LIVE_DATE`	Date	Date project went live in system
`PEC_TIMING`	Text	Project timing classification
`CAPITAL/MRO`	Text	Capital or MRO classification
`NewCategory`	Text	Market segment category

Column	Type	Description
`ProjectID`	Text	Unique project identifier (Primary Key)
`Title`	Text	Project title
`Ownership`	Text	Public or Private ownership
`WorkType`	Text	Type of work being done
`Valuation_Value`	Int	Project valuation in dollars
`CommenceDate`	Date	Project start date
`CompletionDate`	Date	Project end date
`ListDate`	Date	Date added to database
`CC_Stage`	Text	Current project stage
`StateProvince`	Text	State or province
`City`	Text	City location
`NEWCATEGORY`	Text	Market segment category
`MEGA_PROJECT_FLAG`	Text	Large project indicator

Column	Type	Description
`YardID`	Text	Branch identifier (Primary Key, e.g., B:782)
`Division`	Text	Division name (e.g., North America)
`Region`	Text	Region name (e.g., West, Gulf)
`Area`	Text	Area name (e.g., Southwest OS Area)
`BranchNo`	Text	Branch display name
`Branch Main Office`	Text	Main office name
`YardLat`	Number	Branch latitude
`YardLon`	Number	Branch longitude
`RegionVP`	Text	Regional VP name

Column	Type	Description
`ProjectID`	Text	ConstructConnect Project ID (Foreign Key)
`CompanyID`	Int	Company identifier
`Name`	Text	Company name
`Role`	Text	Company role on project (e.g., Owner, GC)
`Stage`	Text	Project stage when company joined
`BiddingRole`	Text	Role in bidding process
`Bidding`	Text	Bidding status indicator
`Key Customer`	Text	Key customer flag (Yes/No)
`CC Customer`	Text	ConstructConnect customer indicator
`Sanitized - ALL`	Text	Standardized company name
`Address_ID`	Text	Address lookup key
`City`	Text	Company city
`StateProvince`	Text	State/Province
`Latitude`	Number	Geographic latitude
`Longitude`	Number	Geographic longitude
`URL`	Text	ConstructConnect project URL

Purpose: Links companies (owners, contractors, subs) to commercial projects. Used for identifying key customer relationships and competitor tracking.

Column	Type	Description
`Id`	Text	Salesforce record ID
`Project_ID__c`	Text	External project ID (links to IIR/CC)
`Project_Stage__c`	Text	Current sales stage
`OwnerId`	Text	Salesforce user ID (record owner)
`Engagement_Lead__c`	Text	Engagement lead user ID
`Potential_Achieved__c`	Number	Revenue achieved to date
`Potential_Remaining__c`	Number	Remaining revenue potential
`Source_Type__c`	Text	Lead source type (IIR, CC, Direct)
`Source__c`	Text	Specific lead source
`Closed_Type__c`	Text	Closed reason if applicable
`Last_Stage_Date__c`	Date	Date of last stage change
`BrandSafway_Project_Start_Date__c`	Date	BrandSafway work start date
`Stage_Comment_1__c`	Text	Stage notes (first)
`Stage_Comment_2__c`	Text	Stage notes (second)
`Researching_Results__c`	Text	Research findings
`Researching_Comments__c`	Text	Research notes

Purpose: CRM integration linking market opportunities to sales pipeline. Enables tracking of market-to-sale conversion and win/loss analysis.

Service Type

Value	Description
Scaffolding	Industrial and commercial scaffolding services
Forming/Shoring	Concrete forming and shoring systems
Insulation	Industrial insulation services
Painting	Industrial coating and painting
Motorized	Motorized access equipment
Specialty	Specialty access solutions

Project Funding

Value	Description
Capital	Capital expenditure projects
Turnarounds	Scheduled maintenance shutdowns
Maintenance	Ongoing maintenance work
NewBuild	New construction projects
Alteration	Modification/renovation projects

Project Type

Value	Description
Commercial	Commercial construction projects
Industrial	Industrial facility projects
Residential	Residential projects (limited)
Infrastructure	Infrastructure projects

Parameter Tables

Table	Purpose
Market Summary Param	Slicer parameters for market summary views
Market_Forecasting_Param	Forecasting model parameter selections
MSA_Table	Metropolitan Statistical Area lookup (389 MSAs)

Additional Data Sources

Job Performance Data (Excel)

Actual revenue, cost, and hours data from ERP/GL system for completed and in-progress jobs.

55 columns Revenue/Cost actuals Branch-level

Key Fields: CUSTOMER_CODE, JOB_NUMBER, BRANCH_NAME, SERVICE_TYPE, Revenue, Cost, Hours, PERIOD

Use Case: Compare market opportunities to actual win/delivery performance. Calculate actual market share and service mix.

Snowflake (PROD_GOLD.MARKET_MODEL)

Cloud data warehouse hosting all market model data with scheduled refresh from source systems.

DirectQuery capable Daily refresh Historical data

Schemas: Industrial data, Commercial data, Reference tables, Branch assignments

Use Case: Primary data source for all market opportunity and plant/project data.

Data Source Deep Dive

IIR - Industrial Info Resources

Comprehensive industrial project intelligence powering the Market Model

🏭

Industrial Plants

Operational facilities across 12 industrial sectors with owner, location, and classification data

60,000+ Plants Tracked

🔨

Capital Projects

New construction and expansion projects from $1M+ with full lifecycle tracking

$1M - $50B+ TIV Range

🔧

Turnarounds

Scheduled plant shutdowns for maintenance, upgrades, and regulatory compliance

Monthly Spend Forecasts

⚙️

Maintenance (MRO)

Ongoing maintenance, repair, and operations budgets by plant and region

Plant-Level Granularity

About Industrial Info Resources

Visit IIR Website →

Founded 1983

Global Researchers 400+

Languages 59+

Office Locations 17 Worldwide

Search Criteria 50+ Filters

Data Refresh Daily Updates

IIR Data Tables in Market Model

📋

IIR Project List

PROD_GOLD.MARKET_MODEL.IIR_PROJECT_LIST

Master Project Data

Field	Type	Description
`PROJECT_ID`	Text	Unique project identifier
`PROJ_NAME`	Text	Project name/description
`PROJECT_TYPE`	Text	Capital, Turnaround, Maintenance
`TIV_USD`	Number	Total Installed Value in USD - key opportunity metric
`PROJ_TIV`	Number	Project TIV in local currency
`PEC_TIMING`	Text	Project stage: Planning, Engineering, Construction
`P_STATUS` / `P_STATUS_D`	Text	Project status code and description
`OWNER_ID` / `OWNER_NAME`	Text	Asset owner company
`PLANT_NAME`	Text	Associated plant facility
`PLANT_CITY` / `PLANT_ST` / `PL_COUNTRY`	Text	Plant location details
`LATITUDE` / `LONGITUDE`	Number	Geocoordinates for mapping
`IND_CODE` / `IND_DESC`	Text	Industry classification (Refinery, Petrochemical, etc.)
`SIC_CODE` / `SIC_DESC`	Text	Standard Industrial Classification
`AFE_DATE`	Number	Authorization for Expenditure date
`LIVE_DATE`	Date	Date project went live in IIR database
`REPORTDATE`	Date	Last report update date
`PEC_ZONE` / `MARKET_REG`	Text	Geographic region codes
`CONST_LBR` / `OPER_LBR`	Text	Labor union status

🏭

Industrial Plant List

PROD_GOLD.MARKET_MODEL.IND_PLANT_LIST_YARD_CURRENT

Plant Master Data

Field	Type	Description
`PLANT_ID`	Text	Unique plant identifier - primary key
`PLANT_NAME`	Text	Facility name
`OWNER_NAME` / `OWNER_ID1`	Text	Owner company
`OPER_NAME` / `OPER_ID`	Text	Operator (if different from owner)
`PARENTNAME` / `PARENTID`	Text	Parent company
`IND_CODE` / `IND_DESC`	Text	Industry (Refinery, Petrochemical, etc.)
`SIC_CODE` / `SIC_DESC`	Text	SIC classification
`PL_STATUS`	Text	Operational, Planned, Mothballed, Closed
`PHYS_ADDR` / `PHYS_CITY` / `P_ST_NAME`	Text	Physical address
`COUNTYNAME` / `COUNTY_ID`	Text	County location
`PEC_ZONE` / `MARKET_REG`	Text	IIR geographic regions
`NO_EMP`	Text	Employee count
`STARTUP` / `SHUTDOWN`	Text	Plant startup/shutdown dates
`FUEL_TYPE1` / `FUEL_TYPE2`	Text	Fuel types used
`OPER_LBR`	Text	Union/Non-union labor

💰

Industrial Capital

IND_CAPITAL

Monthly spend projections for capital projects

Project ID → Links to IIR Project List
PLANT_ID → Links to Plant List
YYYYMM → Year-Month (unpivoted)
Value → Projected spend in USD
Date → Calculated date

🔄

Industrial Turnarounds

IND_TURNAROUNDS

Monthly spend for scheduled shutdowns

Project ID → Links to IIR Project List
PLANT_ID → Links to Plant List
YYYYMM → Year-Month (unpivoted)
Value → Projected spend in USD
Date → Calculated date

🔧

Industrial Maintenance

IND_MAINTENANCE

Monthly MRO spend by plant

PLANT_ID → Links to Plant List
YYYYMM → Year-Month (unpivoted)
Value → Monthly maintenance spend

📊

Industrial Topline

IND_TOPLINE

Aggregated market view for sizing

Project Funding → Capital/Turnarounds
YYYYMM → Year-Month (unpivoted)
Value → Aggregated spend

🔗

IIR_BRANCH_ASSIGNMENT

Bridge Table - 80,937 mappings

Many-to-Many Resolution

Maps IIR projects to BrandSafway branches/yards for territory assignment and revenue attribution

PROJECT_ID → IIR Project List

YardID → BrandSafway Branch

Project Lifecycle Stages (PEC_TIMING)

P

Planning

Early stage, concept development

→

E

Engineering

Design phase, permits, specs

→

C

Construction

Active build, peak spend

→

✓

Completed

Project finished

TIV (Total Installed Value) Scale

$1M - $50M

Small Projects

$50M - $500M

Medium Projects

$500M - $5B

Large Projects

$5B+

Mega Projects

⚠️ Triggers Alert

Industry Coverage (IND_DESC)

🛢️ Refinery

⚗️ Petrochemical

⚡ Power Traditional

🔥 LNG

📄 Pulp & Paper

⛏️ Mining/Metals

🧪 Chemical Processing

🍔 Food & Beverage

💊 Pharmaceutical

🏭 Manufacturing

🔌 Alternative Energy

🚰 Water/Wastewater

IIR → Salesforce → BrandSafway Business Flow

IIR data powers BrandSafway's sales pipeline by identifying market opportunities before competitors, enabling proactive outreach and strategic territory planning.

📡

IIR Intelligence

Daily project updates with TIV, timing, owner contacts

Project discovery
Plant master data
TIV valuations
PEC timing stages

Branch Assignment

🔄

Territory Mapping

Projects assigned to BrandSafway branches by geography

IIR_BRANCH_ASSIGNMENT
YardID mapping
Division/Region/Area
MSA alignment

CRM Sync

💼

Salesforce CRM

Project__c records with service potential by type

Lead/Opportunity creation
Service type potentials
Contact management
Pipeline tracking

Sales Action

💰

Revenue Generation

Won opportunities become actuals in ERP/GL

Quote & proposal
Contract award
Job execution
Revenue recognition

Service Type Revenue Potential

Each IIR project flows to Salesforce with estimated revenue potential broken down by BrandSafway service offerings:

🏗️

Scaffolding

Access solutions for construction, maintenance, and turnarounds

Total_Potential_Scaffolding__c

🧱

Forming & Shoring

Concrete forming systems and structural support

Total_Potential_FS__c

🔥

Insulation

Thermal, acoustic, and fireproofing solutions

Total_Potential_Insulation__c

🎨

Painting & Coatings

Industrial painting and protective coatings

Total_Potential_Painting__c

⚡

Motorized Access

Suspended platforms and mast climbers

Total_Potential_Motorized__c

🔧

Specialty Services

Specialized industrial solutions

Total_Potential_Specialty__c

Competitive Intelligence

The Company Project History table tracks contractor involvement and bidding activity on IIR projects, enabling competitive analysis:

Field	Description	Business Use
`ProjectID`	Links to IIR/CC project	Connect competitor activity to specific opportunities
`Name`	Company/contractor name	Identify competitors on target projects
`Role`	Company's role on project	Understand contractor relationships
`BiddingRole`	Bidding status/category	Track active bidders vs awarded
`Stage`	Project stage involvement	Know when competitors enter deals
`Key Customer`	Strategic account flag	Prioritize key account protection

Business Value & ROI

🎯

Proactive Prospecting

Identify projects in Planning stage before RFQs, enabling early relationship building with asset owners

📍

Territory Optimization

Branch assignment ensures local sales teams own opportunities in their geography with clear accountability

📊

Market Sizing

TIV aggregations by region, industry, and service type enable accurate TAM/SAM calculations for planning

🏆

Win Rate Analysis

Compare IIR opportunity data against actual wins to measure market share and identify improvement areas

⚠️

Mega Project Alerts

Automatic alerts for projects exceeding $5B TIV ensure executive visibility on transformational opportunities

📅

Resource Planning

Monthly spend forecasts by project enable workforce and equipment planning aligned to demand

Sales Team Workflow

1

Market Model Dashboard

Review IIR opportunities by territory, filter by industry, TIV range, and PEC timing stage

2

Identify High-Value Targets

Sort by TIV, filter to Planning/Engineering stage for early engagement opportunities

3

Check Competitive Landscape

Review Company Project History to see which contractors are already engaged

4

Create Salesforce Opportunity

Convert IIR project to SFDC opportunity with service type potential breakdown

5

Engage & Win

Execute sales process, track progress, measure win rate against market opportunity

Glossary

Terms & Definitions

Comprehensive terminology for the Market Model

Data Sources & Providers

IIR

Industrial Info Resources - Third-party data provider specializing in industrial project intelligence. Provides plant master data, project details, TIV values, and timing for refineries, petrochemical, power, and manufacturing facilities across North America.

ConstructConnect

Commercial Construction Database - Third-party data provider for commercial construction projects. Includes project valuations, bid dates, stages, and company/contractor information for non-industrial construction.

CC

ConstructConnect (Abbreviation) - Shorthand for ConstructConnect used in table names like CC_BRANCH_ASSIGNMENT and CC_Stage.

Snowflake

Cloud Data Warehouse - The cloud-based data platform hosting the PROD_GOLD.MARKET_MODEL schema. All source data is loaded and transformed here before Power BI import.

SFDC

Salesforce.com - The CRM system used for pipeline tracking. Projects are linked via SFDC_KEY to track opportunity stage and sales engagement.

ERP/GL

Enterprise Resource Planning / General Ledger - Internal financial systems providing actual revenue, cost, and hours data for completed and in-progress jobs.

Market & Business Terms

TAM

Total Addressable Market - The total market demand for scaffolding, insulation, painting, and access services. Represents the universe of all potential projects regardless of BrandSafway's ability to pursue them.

Oppty

Opportunity Value - The estimated revenue potential from a project, calculated as TIV multiplied by service-specific market share percentages. Represents BrandSafway's addressable portion of project value.

TIV

Total Investment Value - The total capital investment amount for a project as reported by IIR. Expressed in USD and used as the basis for opportunity calculations.

Valuation

Project Valuation - ConstructConnect's estimate of total project cost for commercial projects. Equivalent to TIV for industrial projects.

Win Rate

Bid Success Rate - Percentage of pursued opportunities that result in awarded contracts. Calculated as wins divided by total bids submitted.

Market Share

Penetration Percentage - BrandSafway's portion of the total addressable market, calculated by dividing actual revenue by TAM for a given segment.

Project Funding Types

Capital

Capital Expenditure Projects - Major investment projects for new capacity, significant upgrades, or expansions. Typically large-scale with longer timelines and higher TIV values.

Turnaround

Scheduled Plant Shutdown - Planned maintenance events where a plant or unit is taken offline for inspection, repair, and upgrades. Typically occur every 2-5 years and require intensive scaffolding support.

MRO

Maintenance, Repair, Operations - Ongoing day-to-day maintenance work at industrial facilities. Steady, recurring revenue stream with smaller individual project values.

NewBuild

New Construction - Ground-up construction of new facilities or structures. Includes greenfield industrial plants and new commercial buildings.

Alteration

Renovation/Modification - Changes to existing structures including renovations, retrofits, and building modifications. Common in commercial construction.

Service Types

Scaffolding

Access Scaffolding Services - Temporary structures providing worker access and support for construction, maintenance, and repair activities. BrandSafway's core service offering.

Forming/Shoring

Concrete Forming Systems - Temporary molds and supports for pouring concrete in construction. Includes wall forms, deck forms, and shoring towers.

Insulation

Industrial Insulation - Thermal and acoustic insulation services for pipes, vessels, and equipment in industrial facilities. Critical for energy efficiency and safety.

Painting

Industrial Coatings - Protective coatings and painting services for corrosion protection, fireproofing, and aesthetic finishes on industrial structures.

Motorized

Motorized Access Equipment - Powered access platforms including aerial lifts, boom lifts, and scissor lifts for elevated work access.

Specialty

Specialty Access Solutions - Custom and specialized access solutions for unique project requirements not covered by standard scaffolding or motorized equipment.

Industrial Market Segments

Refinery

Petroleum Refining - Oil refineries processing crude oil into gasoline, diesel, jet fuel, and petrochemical feedstocks. Major market for turnaround services.

Petrochemical

Chemical Manufacturing - Facilities producing chemicals from petroleum and natural gas feedstocks. Includes ethylene crackers, polymer plants, and chemical complexes.

Power Traditional

Conventional Power Generation - Coal, natural gas, and nuclear power plants. Includes steam turbine, gas turbine, and combined cycle facilities.

LNG

Liquefied Natural Gas - Facilities for liquefying, storing, and regasifying natural gas. Includes export terminals and import facilities.

Pulp/Paper

Pulp and Paper Mills - Facilities producing paper products from wood pulp. Requires ongoing maintenance scaffolding for large equipment.

Mining

Mining Operations - Mineral extraction and processing facilities including open-pit mines, underground operations, and processing plants.

Geography & Organization

YardID

Branch Identifier - Unique identifier for BrandSafway branch locations in format "B:XXX" (e.g., B:782). Used as the primary key for branch assignment and organizational hierarchy.

MSA

Metropolitan Statistical Area - US Census Bureau defined geographic regions used for market analysis. The model includes 389 MSAs for territorial coverage analysis.

Division

Organizational Division - Highest level of BrandSafway's organizational hierarchy (e.g., North America). Contains multiple Regions.

Region

Geographic Region - Second level of hierarchy (e.g., Gulf, West, Northeast). Managed by Regional VPs and contains multiple Areas.

Area

Operating Area - Third level of hierarchy grouping multiple branches (e.g., "Gulf & Ind Area", "Union NW Industrial Area").

Branch

Local Branch Office - Individual BrandSafway locations that serve customers and execute projects. 135 branches across North America.

Technical & Data Terms

YYYYMM

Year-Month Format - Date format used in unpivoted fact tables (e.g., 202401 for January 2024). Enables time-series analysis at monthly granularity.

Bridge Table

Many-to-Many Resolver - Tables like IIR_BRANCH_ASSIGNMENT that resolve many-to-many relationships between projects and branches.

USERELATIONSHIP

DAX Function - Power BI function to activate inactive relationships in calculations. Used to query the same data through different relationship paths.

Topline

Pre-aggregated Summary - Tables like Industrial Topline containing pre-calculated aggregates for faster dashboard performance.

Bottom-Up

Aggregation Approach - Forecasting by summing individual project values from IIR and ConstructConnect data. More accurate but limited to known projects.

Top-Down

Market Estimation - Forecasting using market-level estimates and industry reports. Captures projects not yet in IIR/CC databases.

PEC Timing

Project Execution Timing - IIR classification of when project spending will occur (e.g., Near-term, Mid-term, Long-term).

CC_Stage

ConstructConnect Project Stage - Current phase of commercial project lifecycle (e.g., Pre-Design, Design, Bidding, Construction).