Analytics & Reporting Guide

Purpose

Give you a single source of truth and clear decisions. We define metrics, build models and dashboards, and set a cadence for reviews.

Data Model

Star Schema Architecture

• Fact tables: Events, orders, spend
• Dimensions: Date, channel, product, customer
• Channel mapping: Standard UTMs and vendor sources
• Currency handling: Code and rate tables for KRW and USD
• Identity resolution: user_id, lead_id, and account_id crosswalks

Refresh and Access

Refresh Schedule

• Ads: Daily
• SEO: Daily
• Orders: Daily or hourly
• Returns: Daily

Access Control

• Power BI or Tableau front end
• Row-level security when needed
• Shows "Last refresh" on every view
• Filter badges visible

Metric Dictionary

Traffic Metrics

• Sessions, users
• Device mix
• New vs returning

Marketing Metrics

• CPC, CPM, CTR
• CPA, CAC
• ROAS, MER

Commerce Metrics

• AOV, CVR, RPV
• Contribution margin
• Cart abandonment

Retention Metrics

• Repeat rate
• Reorder interval
• LTV, cohort retention

Local Metrics

• Calls, direction requests
• Website clicks from GBP
• Review metrics

Retail Pilot Metrics

• Units per store per week
• Return rate
• Out-of-stock count

Standard Dashboards

Executive KPIs

High-level business metrics

RevenueOrdersContribution MarginCACROASRepeat Rate

Marketing Funnel

Sessions to purchase with step rates

Sessions → Product Views → Add to Cart → Checkout → Purchase

SEO Performance

• Non-branded clicks and impressions
• CTR and average position
• Page lift after fixes

Paid Media

• Spend, CPA, ROAS by channel and campaign
• Creative test panel
• Performance matrix table

Product Margin

• SKU Pareto analysis
• Price vs units scatter
• Returns and contribution

Reverse Logistics

• Return rate trend
• Return reasons breakdown
• RMA aging report

Retail Pilot

• Velocity by store
• Promo performance
• Distribution metrics

Attribution

• Default to last non-direct click for reporting
• Add model comparisons when spend is material
• Keep decisions simple: use contribution margin and payback windows

Operating Rhythm

Weekly

30-minute check-in with wins, issues, next steps

Monthly

Review with decisions and updated plan

Quarterly

Deep dive on strategy and budget

Issue Handling

Change Log

Track data incidents with owner and fix window

Release Notes

Never change definitions without documentation

Export Options

CSV

Google Sheets

API

Warehouse Sync

Supported Warehouses: BigQuery, Snowflake, Redshift, S3

Dashboard Examples

Executive Dashboard Layout

┌─────────────────────────────────────────────────────┐
│  Revenue      Orders      Margin      CAC           │
│  $125,432     1,234       32%         $45           │
│  ▲ 12%        ▲ 8%        ▲ 2pp       ▼ 15%         │
├─────────────────────────────────────────────────────┤
│  [Revenue Trend Chart]    │  [Channel Performance]  │
│  ━━━━━━━━━━━━━━━━━━━━━━   │  ■ Paid Search  45%     │
│                           │  ■ Organic      30%     │
│                           │  ■ Social       15%     │
│                           │  ■ Direct       10%     │
└─────────────────────────────────────────────────────┘

Ready for Data-Driven Decisions?

Get the insights you need with professional dashboards and clear reporting. Contact henry@primechasedata.com to get started.

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