About
| Objective: | |||
|---|---|---|---|
| Learn customer patterns & trends through visualization of online sales data & derive actionable insights to create a better differentiated customer experience. | |||
| Approach: | |||
| Analyze the performance of holiday months i.e. November-December and compare them with that of non-holiday months i.e., January - October, and then focus on the holiday season trends. | |||
| * Due to data availablity contraints, October data has been scaled to represent the Non-Holiday Season. | |||
| Data Source: | Kaggle (in association with REES46 Marketing Platform) | ||
| Date Range: | October 2019 - December 2019 | ||
Following metrics/dimensions have been used throughout:
- Visits: Number of sessions across the website
- Orders: Number of purchases made on the website
- Revenue: Monetary amount (in $) of products purchased within all orders
- Order Conversion Rate: Ratio of orders to visits
- Add to Cart Rate: Ratio of cart additions to visits
- Holiday Sensitivity: Ratio of orders in holiday season (Nov-Dec) by orders in whole year
- Peak Sale Days: Thanksgiving (28 Nov), Black Friday (29 Nov), Saturday (30 Nov), Sunday (1 Dec) & Cyber Monday (2 Dec)
Special Mention:
Summary
Online holiday shopping (Nov-Dec) for 2019 resulted in:
Million Visits
Thousand Orders
Million Revenue
Device Performance
Holiday Vs Non-Holiday
To highlight the importance of Holiday Season, below is the comparison of average monthly visits, orders and revenue for holiday season and non-holiday season.
Geographical
California, Texas and New York have emerged to be the top revenue generating states.
Holiday Sensitive Brands
Grattol is the most holiday sensitive brand with 29% of their annual sales happening during the holiday season, followed by Masura and Ingarden. However, Runail is the top revenue generating brand for the business during the holiday season.
- Holiday Sensitivity: Ratio of orders in holiday season (Nov-Dec) by orders in whole year
- Orders: Ratio of order in holiday season by orders of all the brands in holiday season
- Revenue: Ratio of revenue in holiday season by revenue of all the brands in holiday season
Channels Performance
Here is the trended view of traffic and order conversion, which shows that paid traffic especially paid search picks up right before Thanksgiving and continues until Christmas.
Peak Days - When does most holiday shopping occur?
Holiday period together contributes to 1/4th of the total yearly revenue, and the peak sale days constitute 15% of revenue in the holiday months.
Peak Days Split
Among the peak sale days, maximum buying happens during Black Friday followed by Sunday, where as Cyber Monday accounts for lowest contribution to these sale days. Runail Glitter Stick and Grattol Dry Shampoo Collection being the top products sold on most of these days.
Hourly View of Peak Sale Days
Users usually preferred to add products to the cart during first half of the day, but surprisingly placed orders more during the second half of the day for peak sale days. Also, Cyber Monday observed least activity both in terms of Add to Cart Rate and Order Conversion Rate.