PSO ASSIGNMENT 2: ADKQT

DATA ANALYSIS

OLIST E-COMMERCE
NAME STUDENT ID
Đỗ Hà Anh 31201028804

Nguyễn Thuỳ Dương 31201028635

Nguyễn Khôi Nguyên 31201029154

Bùi Trọng Quang 31201028853

Trịnh Hoàng Linh Trang 31201028788

Sales Trend Analysis
According to charts below, Olist's total sales increased significantly between 2016 and 2018, which can be attributed to the "e-commerce"
era's rapid development.

Olist’s total sales over the period 2016 – 2018 (BRL) Olist's total sales breakdown for the years 2016 through 2018 by the top 5 States (BRL)

200000 200000

150000 150000

100000 100000

50000 50000

0 0
Future growth in total sales is anticipated to continue its upward trend... SP state was the dominant region that contributed to the overall sales in that.

Olist’s number of orders over the period 2016 – 2018 (orders) Olist’s number of orders breakdown by top 5 States over the period 2016 – 2018 (orders)

1000 4899

800
600
400
200 1458 1280
0 644 546
... has been primarily fueled by the steadily increasing quantity of orders...
SP RJ MG RS PR

... and SP was the first state in terms of the quantity of orders.
Sales Trend Analysis
According to charts below, Olist's total sales increased significantly between 2016 and 2018, which can be attributed to the "e-commerce"
era's rapid development.

Olist’s total sales breakdown by top 5 category over the period 2016 – 2018 (BRL) Olist’s total sales by Payment method over the period 2016 – 2018 (BRL)

computers_accessories 206955 1,530,797 28,536 24,965 1,992,732

bed_bath_table 184052

sports_leisure 153061

watches_gifts 141499 408,433

health_beauty 137755
Boleto Credit card Debit card Voucher Total
The remarkable sales of computer_accessories drove overall sales...
...as well as by the ease of using a credit card approach.
Olist’s number of orders breakdown by top 5 category over the period 2016 – 2018
Olist’s number of cancellation by State over the period 2016 – 2018 (orders)
(orders) 1139

925 918 3
855 851
7
MG
2
4 RJ

20 SP
14
1
2016 2017 2018
The prompt increase in orders was driven by the bed_bath_table... However, the rise in cancellations could endanger the amount of orders.
Operation analysis
Over time, delivery day did not significantly change, although it was affected by seasonality and fluctuated depending on the product.

Average delivery days by month (days)

20

15

10

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Delivery day is more often in the first and last months of the year.

Average delivery days by product categories (days)

office_furniture

musis

home_comfort

books_imported

la_cuisine

fashion_sport

Deliveries of compact or very valuable items occur earlier

Operation analysis
Low overall review score percentage, but declining 5 score percentage.

Percentage of review score from 2016-2018 (%) Average review score by product categories
80
2016 2017 2018
home_comfort_2
60

40 fashio_female_clothing

20
cds_dvds_musical
0
5 stars 4 stars 3 stars 2 stars 1 stars fashion_sport
More than 34 of the response is satisfied, but the 5 star evaluation is declining.
funiture_living_room

Average review score by region

costruction_tools_room
5

4 book_imported

3 cine_photo

2
flowers
1
la_cuisine
0
AC AL AM AP DF MA MS PB RO RR SE TO
The average score between the various regions does not differ significantly. The majority of highly rated items are products related to stationery.
 B2B marketing and sales analysis
Olist's number of marketing-qualified leads (MQL) and closed deals are centralized to some landing pages, channels, business segments.
Top 5 landing pages with most MQL
Number of Marketing qualified leads
ce1…
1500
887…
Mql.
1000
583…

500 22c…

b76…
0

Number of MQLs raises in 2018, while closed deals reached the highest The 2 pink landing pages performing much better than the others with
point in May 2018. the higher conversion rate.
Marketing qualified leads by channel and conversion rate (%) Marketing qualified leads by business segment and sales cycle (days)
2500
200
2000
150
1500
1000 100
500
50
0
dir. Traffic display email org. other oth.pub. pd.search referral social
Search 0
Most MQLs are from the org. Website, which produces surprisingly higher
Top 6 businesses have their life cycle around 50 days.
conversion rate.