Online Sales & Marketing

by Tableau

Description

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

Features

Supports data mapping

Resources