Lesson 1Sales performance metrics: units sold, average order value, conversion rateThis section explains sales performance key performance indicators like units sold, average order value, and conversion rate. You'll connect sales funnel stages to metrics, break down results by channel and product, and use trends to identify issues with pricing, product selection, and user experience.
Traffic, sessions, and visit qualityDefining and measuring conversion rateAverage order value and driversUnits per transaction and basket sizeSegmenting sales KPIs by channelLesson 2Three to five additional retail BI KPIs discovered via research (examples: basket affinity, markdown rate, lost sales estimate)This section introduces advanced retail business intelligence key performance indicators such as basket affinity, markdown rate, and lost sales estimates. You'll see how these metrics show customer behaviour, improve pricing and product selection, and work alongside basic operational key performance indicators.
Basket affinity and cross-sell analysisMarkdown rate and price realizationEstimating lost sales from stock-outsIdentifying emerging KPIs from dataPrioritizing new KPIs for deploymentLesson 3Gross margin, margin by product and promotion, and contribution marginThis section explains gross margin, margins by product and promotion, and contribution margin. You'll link revenue, discounts, and costs to profitability, using margin key performance indicators to guide decisions on pricing, product assortment, and promotional spending.
Gross margin vs markup definitionsAllocating discounts and promo spendMargin by product, category, and channelContribution margin and fixed costsPromo margin and cannibalization impactLesson 4Customer metrics: return rate, repeat purchase rate, customer lifetime value (CLV)This section covers customer key performance indicators including return rate, repeat purchase rate, and customer lifetime value. You'll group customers, track their value over time, and connect customer metrics to strategies for gaining new customers, keeping them, and improving their experience.
Return rate by product and channelRepeat purchase and retention cohortsCLV models and key assumptionsCustomer segmentation by valueLinking CX initiatives to KPIsLesson 5Channel and campaign metrics: channel attribution, marketing ROI, CACThis section covers marketing channel and campaign key performance indicators, including attribution, customer acquisition cost, and return on investment. You'll track spending, assess performance across channels, and link marketing metrics to later sales and profit results.
Single- vs multi-touch attribution modelsCalculating CAC by channel and campaignMarketing ROI and incremental liftAttribution data requirements and qualityOptimizing budget allocation by KPILesson 6Fulfillment and operations metrics: order cycle time, on-time delivery, fulfillment cost per orderThis section looks at fulfillment and operations key performance indicators such as order cycle time, on-time delivery, and fulfillment cost per order. You'll connect service quality and costs, using metrics to improve logistics, staffing, and processes.
Order cycle time componentsOn-time delivery and SLA adherenceFulfillment cost per order driversPick, pack, and ship productivityBalancing speed, cost, and qualityLesson 7Revenue and revenue segmentation (what it measures, why it matters, data sources)This section defines revenue and revenue segmentation key performance indicators, explaining what they measure, why they are important, and main data sources. You'll break down revenue by channel, product, and customer to find growth and optimisation opportunities.
Recognized vs booked revenue rulesRevenue by channel and store typeProduct and category revenue mixCustomer and region revenue splitsUsing segmentation to find growthLesson 8Metric definitions and calculation rules to ensure consistencyThis section focuses on defining metrics and calculation rules for consistency. You'll standardise formulas, time periods, and filters, manage KPI versions, and document definitions so everyone understands dashboards the same way.
Creating a KPI dictionary and ownersStandardizing formulas and filtersHandling returns, cancels, and fraudVersioning and deprecating KPIsGovernance for KPI changesLesson 9Inventory metrics: stock level, stock-out rate, days of inventory, sell-through rateThis section details inventory key performance indicators such as stock level, stock-out rate, days of inventory, and sell-through rate. You'll connect these to restocking, allocation, and markdown decisions, balancing availability, costs, and working capital.
On-hand vs available-to-sell stockMeasuring stock-out rate and lost demandDays of inventory and coverage targetsSell-through rate by product and channelInventory KPIs for replenishment rulesLesson 10Mapping each KPI to required source systems (POS, e-commerce, ERP, WMS, CRM, web analytics)This section maps each key performance indicator to its source systems, including point of sale, e-commerce, enterprise resource planning, warehouse management system, customer relationship management, and web analytics. You'll identify ownership, detail level, and update speed, designing data flows for reliable KPI reporting.
KPI-to-source system responsibility matrixPOS and e‑commerce transaction data needsERP and WMS links to cost and inventoryCRM and loyalty data for customer KPIsWeb analytics for traffic and behaviorLesson 11Financial health: net revenue retention, refunds and chargebacks impactThis section explores financial health key performance indicators including net revenue retention and effects of refunds and chargebacks. You'll match revenue with deductions, watch for losses, and link financial key performance indicators to customer and risk patterns.
Net revenue retention componentsRefunds, returns, and allowancesChargebacks and dispute analyticsRevenue leakage root-cause analysisAligning finance and BI views
