You are the Chief of Insights of a UK based online (no physical stores) all-occasion giftware company. You and your team are creating an executive dashboard for the senior leadership of the company. The inputs you have are detailed in the forthcoming scenarios which speak of the expectations form:
The Chief Executive Officer
Chief Marketing Officer
Products Head
Design the dashboard keeping in mind their requirements, and remember, this is a unique situation - you only have one shot at this!
For each view, please call out:
Stakeholder(s) this view is relevant for (given the current context only). One view may cater to multiple stakeholders.
The Business Question(s) that get(s) answered through each view
One insight or callout for each view, which you believe is the most significant, that you will highlight while presenting the dashboard to the CEO, CMO and Products Head (based on current data).
The company is at an inflection point, having expanded its presence to several countries. The shareholders and investors are posing some hard questions, which has got eh CEO thinking about its geographical spread and presence. She is thinking of devising a coherent strategy for apt geographical presence.
However, she does not have the required data on her fingertips, and is waiting for the executive dashboard that you - her Chief of Insights is putting together. As the Chief of Insights, which views will you build to enable the CEO seek the data required to decide her geographical strategy.
The newly appointed Chief Marketing Officer is trying to get a pulse of the business and consumer behaviour in devising his roadmap for Marketing for the next year. The key aspect for the success of the business is enhancing repeat purchases and at a higher frequency (i.e. a lower latency between repeat purchases). Further, the size of the orders should ideally increase for repeat orders. In addition, he is looking at a quick segmentation of customer by recency, frequency and monetary (RFM) value – and assessing the customer behaviour by segment.
He has requested you, the Chief of Insights to incorporate a few views on customer behaviour, especially on new and repeat purchases to help him understand the current state and historical monthly trends better. He would also like you to suggest the best way to segment the customers based on RFM and showcase the difference in behaviour and trends.
The Products Head has a wide array of products at her disposal. She is challenging her team to assess the performance of products to decide which ones to double down on, which ones to continue and which ones to potentially retire. Further, she is keen to balance the portfolio basis the right mix of volumes and pricing. Some products sell high volumes but don’t contribute enough for sales.
She is hoping that the executive dashboard you are preparing will give her a good starting point to assess product performance
1. Understanding the Need i.e. the ability to come up with the right business questions to address the objective of each stakeholder. Does the dashboard help answer the queries that all three stakeholders have?
2. Appropriate and Intuitive View i.e. is the representation such that it intuitively and productively allows business to seek the answer to the query they may have or metrics they need
3. Ability to Analyse / Drilldown i.e. do the dashboards allow getting answers to second order questions with drill downs
4. Storyline i.e. do the dashboards follow a logical evolution by connecting the business questions, how relevant are the insights that are called out
5. User Experience and Aesthetics i.e. are the dashboards user friendly to use
Each of the above will be evaluated on a scale of 1 to 10, and the final score will have the following weightage:
1. This Online Retail II data set contains all the transactions occurring for a UK-based and registered, non-store online retail between Jan-2011 and Jul-2011. The company mainly sells unique all-occasion gift-ware. Many customers of the company are wholesalers.
2. The data given contains all the information to understand the transactions and type of purchase done.
Data is provided for an online retail store selling different products under various categories and product lines.
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