Lesson 1Sales performance metrics: units sold, average order value, conversion rateThis section explains sales performance KPIs such as units sold, AOV, and conversion rate. Learners connect funnel stages to metrics, segment results by channel and product, and use trends to diagnose pricing, assortment, and UX issues.
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 BI KPIs such as basket affinity, markdown rate, and lost sales estimates. Learners see how these metrics reveal behaviour, optimise pricing and assortment, and complement core operational KPIs.
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, margin by product and promotion, and contribution margin. Learners link revenue, discounts, and costs to profitability, and use margin KPIs to guide pricing, assortment, and promotional investment decisions.
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 KPIs including return rate, repeat purchase rate, and CLV. Learners segment customers, track lifecycle value, and connect customer metrics to acquisition, retention, and experience improvement strategies.
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 KPIs, including attribution, CAC, and ROI. Learners see how to track spend, evaluate performance across channels, and link marketing metrics to downstream sales and profit outcomes.
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 examines fulfilment and operations KPIs such as order cycle time, on-time delivery, and fulfilment cost per order. Learners connect service levels and cost, and use metrics to improve logistics, staffing, and process design.
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 KPIs, explaining what they measure, why they matter, and key data sources. Learners slice revenue by channel, product, and customer to uncover growth and mix 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 to ensure consistency. Learners standardise formulas, time windows, and filters, manage KPI versions, and document definitions so stakeholders interpret 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 KPIs such as stock level, stock-out rate, days of inventory, and sell-through. Learners connect these metrics to replenishment, allocation, and markdown decisions, balancing availability, cost, 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 KPI to its required source systems, including POS, e-commerce, ERP, WMS, CRM, and web analytics. Learners identify ownership, grain, and latency, and design data flows that support consistent, trusted 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 KPIs including net revenue retention and the impact of refunds and chargebacks. Learners reconcile revenue with deductions, monitor leakage, and link financial KPIs to customer and risk behaviours.
Net revenue retention componentsRefunds, returns, and allowancesChargebacks and dispute analyticsRevenue leakage root-cause analysisAligning finance and BI views
