With WebGIS-Software, market volumes and market potential can be easily broken down into individual retailers through the process of disaggregation. Josef Mayer, Head of Solutions at WIGeoGIS, explains: “A disaggregation is usually done when data in finer granularity is either not available across the board or is very expensive.” Disaggregation may be necessary, for example, to agree upon realistic sales targets with retailers. For example, if I know the total market volume of a product and how many households that are in the target group for that product live in a retailer's catchment area, I can calculate that retailer's market potential using disaggregation. Conversely, data can also be aggregated, for example, the sales of all retailers in a federal state.