BRAND INSIGHT REPORTS

What are the Brand Insight Reports?

The Brand Insight Reports are designed to provide you with a view of the performance of an individual brand across your site.

Viewing the report

The report has four elements to it:

• Master Selector

  • This first tab allows you to select the brand and date range to be reported on. What you select here will then act as a filter for the following three reports (with the exception of the Monthly Brand Report - the date filter defaults to show the last 6 months on this report).

• Brand Report

  • This report provides a representation of the brand’s performance through the purchase funnel, including numbers and conversion rate for the following metrics (if available):

    • Searches

    • Advert Clicks

    • Inquiries

    • Purchases

    • Abandoned Carts

• Brand Report V2

  • This report is exactly the same as the first brand report, except that it excludes the metrics around abandoned carts (as we understand that you may not always want to share this metric directly with brands).

• Monthly Brand Report

  • This reports on the same metrics as the Brand Report, however it provides a breakdown of the metrics by month over the last 6 months. This report is also not presented as a funnel view, but as a bar chart instead.

Reading the Brand Report and Brand Report V2

Below is an overview of the metrics available for each stage of the funnel:

Searches

• Number of searches for this brand on your site during the designated timeframe

Advert Clicks

• The first metric is the conversion rate of your searches for this brand into advert clicks

• The second metric is the actual number of clicks on adverts for this brand on your site during the designated timeframe

Inquiries

• The first metric is the conversion rate of your adverts clicks for this brand into inquiries

• The second metric is the actual number of inquiries for this brand on your site during the designated timeframe

Purchases

• The first metric is the conversion rate of your inquiries for this brand into purchases

• The second metric is the actual number of purchases for this brand on your site during the designated timeframe

• The third metric is the value of the purchases made for this brand on your site during the designated timeframe

Abandons

• The first metric is the abandoned cart rate for any products by this brand during the designated timeframe

• The second metric is the actual number of carts abandoned containing a product by this this brand during the designated timeframe

• The third metric is the value of the products by this brand in the abandoned carts during the designated timeframe

On the right hand side of the report, it also lists the average conversion rates and/or values for each of these metrics across your site, so you can compare how this brand is tracking compared to all brands overall on your site.

Reading the Monthly Brand Report

The Monthly Brand Report provides the same metrics as the Brand Report, just broken out month by month (for the last 6 months).

Please note that the percentage increase or decrease figures next to the values for each month relate to the increase/decrease from the month prior.

How should I use this report?

The intention is that these reports will be a useful resource for your sales and/or marketing teams when having discussions with the particular brands on your site. It is hoped the reports will enable you to work closely with your brands to develop strategies which will improve the conversion rates across these metrics. Some questions to ask yourself when viewing these reports include:

• Which area/s of the sales funnel are strong for this brand?

• Which area/s of the sales funnel are weakest for this brand?

• Are there any promotional opportunities this brand could implement to improve conversion of some of these metrics? For example:

  • If searches are low, can awareness of the brand be increased by some homepage advertising or exposure in one of your email campaigns?

  • If advert clicks need improvement, how can this brand’s products be better displayed on your site? What sort of clicks are rival brands getting on the site and what are they doing differently that could be implemented for this brand?

  • If inquiries are low, are inquiries low amongst similar brands or is this isolated to just this brand? Is traffic on your site low overall, which could be having a flow on effect to your inquiries?

  • Which products are being purchased for this brand? Are there any external factors (such as above the line or digital advertising by the brand) that might be contributing to an increase in sales for this brand? Are the products for similar brands selling at a similar rate? Could a sales promotion help to drive conversion for this brand?

Where do I find the Brand Insight Reports?

You can find your new report in the 'Brand Insight' folder in your Business Insights Report V2 folder. Click here to login to Tableau.

Want this report delivered to your inbox regularly? Click here to find out how.

Do you have questions or feedback around these reports?

If you need any assistance interpreting what these reports are telling you or you have any feedback around how we could improve these reports, please email us at support@3sixty1.zendesk.com