The first analysis that I would dissect is the CPA metrics which will be correlated to the

business objective of improving sales process. This will be a causal analysis

Above is the chart that reflecting the amount of CPA categorized per day. As we see,
Tuesday has the largest amount of CPA accumulated over 2 thousand dollars while Monday and
Friday trailing with $1.823,49 and $1.730,2 respectively. Meanwhile below we have chart reflecting
on sum of revenue categorized by day. As we see, Thursday has the most amount of total revenue
with over 55 thousand dollars with Monday trailing behind by 15 thousand dollars. This is significant
by any means, 36.8% increase of total revenue from Monday to Thursday.

Now the most notable problem that we can see from the total revenue chart is Tuesday’s
total revenue is so low despite its high CPA. Meanwhile the exact opposite situation on Thursday
where the CPA is low, and the total revenue is high. This indicate that our advertising or marketing
campaign that occurs on Tuesday is extremely ineffective while our advertising or marketing
campaign on Thursday is effective.

This analysis shows a causal relationship between CPA and Total Revenue. A high CPA
meaning that it costs a lot to acquire an order from customers. However, we cannot immediately
assume that it is bad, because one order might generate more revenue than 5 orders. A consumer
can order amounting to $20.000 on Thursday that increase their total revenue on that day while only
adding one order to Thursday, effectively lowering their CPA. Thursday has 54 total orders with the
number of total revenues is $55.622,2 we can conclude that revenue per order is $55.622,2 divided
by 54 which is $1.030,04 which is significant compare to other days. Tuesday has total orders of 50
with total revenues of $26.883,55 which resulted in $537,67 revenue per order. We can see this
comparison and conclude that catching a big fish (customers who orders in large money) is
important in generating revenue.

The second analysis that I planned to do is survey analysis. However, due to the limited
resources I cannot conduct the analysis. With the surveys, we can analyse how satisfy the consumers
after purchasing our products. The survey will include number of satisfactions ranging from 1 to 5
with 5 indicating their most satisfaction. We will also include an evaluation for our customer service.
Customer service plays a huge role in determining whether consumers will comeback for the second
purchase or not, whether they will go to the loyalty loop and advocate our brands or not. Evaluation
for purchasing experience can be told in our survey as well. We will include critics section where
consumers can tell their experience buying from Grainger website on Bosch power tools product.
Website reliability, purchasing difficulties, server quickness will be some of the many metrics we will
provide for our consumers to evaluate. And the completeness of Bosch power tools product also
come into consideration. Do they found the product they want? If not, what type of product it is.
From those suggestions we can evaluate our inventory availability to ensure that Bosch power tools
can provide all they need. Bosch power tools have been trying to perfect their product catalogue to
gives a more attractive perceptive to potential consumers. Having this survey where consumers can
insert their thoughts on our performance regarding our product availability will be very helpful in
improving our sales.

Above is the total revenue categorized by date. Sales in MRO industry does not have a
pattern in terms of seasons but in this case, we can see that on the month of October, sales in Bosch
tools is significant compare to other months

Benchmarks

Seek the big fish. We can have 100 total orders while only accumulating $5.000 total
revenue. On the other hand, we can have 5 total orders while accumulating around $25.000 total
revenue. This is the indication that consumers who buy the most is much more important than
retaining consumers who buy only little. Of course, this does not mean that we should ignore other
consumers as they can provide advocate for our brand that indirectly increase our sales through
relatives.
References:

https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-
economic-value/

https://bits.blogs.nytimes.com/2013/06/19/new-ways-marketers-are-manipulating-data-to-
influence-you/