Online Sales & Marketing

This Tableau Accelerator allows you to:

• Assess your online sales performance & marketing profitability
• Predict evolution of sales
• Revive your client base (based on suggested marketing actions)
• Deep-dive at lowest level of detail: Client, Business Line, Product
• Determine Client Lifetime Value & Churn Rate
• Audit improvements of your marketing profitability

Demo video

Answer key business questions

• What are our revenues, and which products generate the most revenue?
• What is the performance of our marketing investments?
• What are our top marketing sources?
• How many active customers do we have? What about our ability to acquire new customers?
• Who are our top customers? What is our level of profitability with them?
• What does our customer base look like?
• What is our Client Lifetime Value? What is our Client Churn rate?

Monitor and improve KPIs

Sales

• Total Revenues: Total Sales amount (expressed in currency)
• Total Sales Quantity: Number of units sold (expressed in units or equivalent units)
• Average Selling Price: Average price at which a particular Product is sold (expressed in currency)

Sales Profitability

• Total Margin: Amount of profit generated from the sales (expressed in currency)
• Margin %: Share of profit generated from the sales (expressed in %)
• Total Sales Costs: All the direct and indirect cost amounts it takes to create/purchase a Product and sell it on the market (expressed in currency)
• Sales Costs %: Share of all the direct and indirect cost amounts it takes to create/purchase a Product and sell it on the market (expressed in %)

Marketing

• Total Marketing Costs: Total marketing costs incurred (expressed in currency)
• Marketing Profitability %: Profitability of Marketing investments (expressed in %)

Clients

• Nb Active Clients: Number of distinct Clients having a sales transaction over the period
• Nb New Clients: Number of distinct new Clients acquired (first sales transaction over the period)
• Revenues per Client: Average sales amount by Client (expressed in currency)
• Client Lifetime Value: Total amount of money a customer is expected to spend with your business, or on your products, during the lifetime of an average business relationship (this measure can be measured in revenues $ or margin $)
• Churn Rate: Share of lost customers from one year to another

Required attributes

• Date (date): When the sales happened
• Client (string): Name/Identifier of the Client
• Client Registration Date (date): When the client registered / When the marketing costs took place
• Product (string): The item which is actually sold: product, service…
• Business Line (string): The way you regroup your items: business line, product category, product line…
• Marketing Source (string): Marketing Source
• Revenues (numeric): Sales Revenues amount
• Margin (numeric): Sales Margin amount
• Quantity (numeric): Number of units sold
• Marketing Costs (numeric): Marketing Costs

This dataset is typically built by appending two data sets:

Dataset 1: Sales Transactions

• Date (date): When the sales happened
• Client (string): Name/Identifier of the Client
• Client Registration Date (date): When the client registered
• Product (string): The item which is actually sold: product, service…
• Business Line (string): The way you regroup your items: business line, product category, product line…
• Marketing Source (string): Marketing Source
• Revenues (numeric): Sales Revenues amount
• Margin (numeric): Sales Margin amount
• Quantity (numeric): Number of units sold

Data 2: Marketing Costs

• Client Registration Date (date) ← When the marketing costs took place (you map [marketing cost date] and [client registration date] on the same attribute of the consolidated data file)
• Marketing Source (string): Marketing Source
• Marketing Costs (numeric): Marketing Costs