Transform Market Data Into
Strategic Advantage
The industry's most comprehensive analytics platform, unifying $500B+ in market opportunities across industrial and commercial construction. From raw project data to actionable intelligence — empowering executives, sales teams, and operations to make data-driven decisions.
System Architecture
End-to-end data platform for market intelligence
Data Ingestion
Automated ETL pipelines collecting data from 4 primary sources with daily refresh cycles and data quality validation.
Data Warehouse
Snowflake-powered storage with PROD_GOLD.MARKET_MODEL schema containing 57 curated tables and governed access.
Semantic Layer
Power BI dataset with 59 DAX measures, 127 relationships, and 243 calculated columns for business logic.
Visualization
Interactive dashboards with drill-down capabilities, real-time alerts, and role-based access controls.
Core Technology Stack
Built on enterprise-grade infrastructure designed for scalability, security, and performance.
Data Sources
Enterprise data providers and internal systems
Industrial Info Resources
Industrial Market IntelligenceGlobal research network tracking industrial capital projects, maintenance, and turnarounds across energy, chemical, and manufacturing sectors.
Data Schema
IIR_Project_List
Industrial_Plant_List
Industrial_Capital
Industrial_Turnarounds
Industrial_Maintenance
Industrial_Topline
Industry Coverage
ConstructConnect
Commercial Construction DataComprehensive commercial construction project database tracking new builds and alterations from pre-design through completion.
Data Schema
CC_Project_List
Commercial_NewBuild
Commercial_Alteration
CC_Branch_Assignment
Project Types
Internal Data Integration
Salesforce CRM
Pipeline data, opportunity stages, win/loss tracking, and customer relationships
Project__c, Account, Opportunity
ERP / GL Actuals
Actual revenue, costs, and hours by job for performance comparison
GL_Actuals, Job_Cost
Territory Master
Branch locations, divisions, regions, and coverage area definitions
Branch_Master, IIR_Branch_Assignment
Company History
Competitive intelligence on contractor involvement in past projects
Company_Project_History
Data Pipeline
From raw data to actionable intelligence
Extract
Data extraction from source systems via APIs, file transfers, and direct connections
Transform
Data cleansing, standardization, and business rule application
Load
Incremental loading into Snowflake warehouse with change data capture
Serve
Power BI semantic model with business logic and role-based security
Branch Assignment Engine
80,937 project-to-branch mappings ensure every market opportunity is routed to the appropriate sales team based on geographic proximity and capability alignment.
Analytics Layer
Business metrics and KPIs
Opportunity Metrics
Oppty
Total market opportunity across all segments
Ind_Oppty
Industrial: Capital + Turnarounds + Maintenance
Com_Oppty
Commercial: New Build + Alteration
Time Intelligence
NextYear_TopLine_Oppty
Forward-looking opportunity for planning
PrevYear_IndOpp
Prior year baseline for comparison
NY_YoY_TopLine_OpptyGrowth
Year-over-year growth rate
Alerting
Alert_New_L2d_5B
Mega projects ($5B+) added in last 2 days
CustomerRankIndustrial
Top customers by opportunity value
StateRank
Geographic concentration index
Role-Based Views
Tailored analytics for each stakeholder persona
Executive
- Total addressable market trends
- Regional growth analysis
- Win rate vs market size
Sales Leadership
- Branch opportunity ranking
- Mega project notifications
- Capacity planning data
Branch Manager
- Territory-specific pipeline
- Customer concentration
- Pipeline vs opportunity gap
Sales Rep
- New project notifications
- TIV-based prioritization
- Competitor intelligence
CRM Integration
Market data to revenue pipeline
Discovery
IIR identifies project opportunity
Project_ID: 2847391
TIV: $2.5B
Stage: Planning
Assignment
Auto-routed to branch
Branch: Houston Industrial
Division: Gulf Coast
CRM Entry
Salesforce opportunity created
Scaffolding: $45M
Insulation: $28M
Coatings: $15M
Revenue
Won contracts to ERP
Contract: $52M
Duration: 36 months
Service Type Revenue Mapping
Total_Potential_Scaffolding__c
Total_Potential_Forming_Shoring__c
Total_Potential_Insulation__c
Total_Potential_Painting__c
Total_Potential_Motorized__c
Total_Potential_Specialty__c
IIR Data Deep Dive
Understanding the core industrial project intelligence
Critical Data Fields
TIV_USD
Critical
Total Installed Value - The primary metric for sizing project opportunities. Represents total capital expenditure in USD.
PEC_TIMING
Lifecycle
Project lifecycle stage tracking from early planning through construction completion.
IND_CODE
Industry
Industry classification for filtering and segmentation across 12+ industrial sectors.
PROJECT_ID
Primary Key
Unique identifier linking projects across all IIR tables and to Salesforce opportunities.
PRJ-2847391
Core Tables & Relationships
IIR_Project_List
PROD_GOLD.MARKET_MODEL.IIR_PROJECT_LIST
PROJECT_ID Primary KeyPROJ_NAME Project DescriptionTIV_USD Total Installed ValuePEC_TIMING Project Stage (P/E/C)OWNER_NAME Asset OwnerPLANT_ST State/ProvinceIND_CODE Industry ClassificationLIVE_DATE Database Entry DateIndustrial_Plant_List
PROD_GOLD.MARKET_MODEL.IND_PLANT_LIST
PLANT_ID Primary KeyPLANT_NAME Facility NameOWNER_ID Owner Company IDLATITUDE/LONGITUDE GeocoordinatesPLANT_TYPE Facility TypeCAPACITY Production CapacityIIR_Branch_Assignment
Bridge Table - 80,937 Mappings
PROJECT_ID IIR Project ReferenceBRANCH_CODE BrandSafway BranchDIVISION Business DivisionDISTANCE_MI Miles from BranchTime Series Data Pattern
IIR provides monthly spend forecasts using a YYYYMM column pattern that Power Query unpivots into a normalized time series.
Source Format (Wide)
Target Format (Normalized)
DAX Measure Library
59 business measures powering the analytics
Core Opportunity Measures
Oppty
Core
Total market opportunity across all segments (bottom-up calculation)
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 using 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)Time Intelligence
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()
)Alerting & Ranking
Alert_New_L2d_5B
Alert
Identifies mega projects ($5B+) added to IIR in the last 2 days
Alert_New_L2d_5B =
CALCULATE(
COUNTROWS('IIR Project List'),
FILTER('IIR Project List',
'IIR Project List'[LIVE_DATE] >= TODAY() - 2
&& 'IIR Project List'[TIV_USD] >= 5000000000
)
)CustomerRankIndustrial
Ranking
Ranks customers by industrial opportunity value within current filter context
CustomerRankIndustrial =
RANKX(
ALLSELECTED('Industrial Plant List'[OWNER_NAME]),
[Ind_Oppty],
,
DESC,
Dense
)Key Terms & Definitions
Essential terminology for the Market Model
Project Metrics
Data Sources
Business Measures
Technical Terms
Platform Roadmap
Evolution of the Market Intelligence Platform
Foundation
- IIR & ConstructConnect integration
- Branch assignment engine
- 59 DAX business measures
- Executive dashboards
- Mega project alerting
Enhancement
- Win rate analytics by segment
- Predictive project scoring
- Automated Salesforce sync
- Mobile-first dashboards
- Self-service report builder
Intelligence
- AI-powered opportunity scoring
- Natural language querying
- Competitive intelligence automation
- Real-time market alerts
- External data enrichment
Platform
- Unified go-to-market platform
- Customer 360 integration
- Ecosystem partner data
- Prescriptive next-best-action
- Autonomous pursuit optimization
Analytics Maturity Model
Market Intelligence at Scale
A unified data platform transforming $500B+ in market opportunity data into strategic advantage through automated intelligence, real-time insights, and seamless CRM integration.