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Portfolio analysis for online shop operators
With the smart controlling tool DATAWOW [Werbung]
In this screencast tutorial, we will explain how you as an online shop operator can use DataWow to perform a portfolio analysis with the help of the generated BCG matrix and recognize which items sell well and which ones you should revise or delete.
Perform a portfolio analysis for online shop operators with DataWow
Having previously looked at what DataWow actually is, how the dashboard is structured, and how you perform a contribution margin analysis with this tool, today we’re going to take a closer look at portfolio analysis with this tool. Here we have a BCG matrix, i.e. a portfolio diagram according to the Boston Consulting Group with the Poor Dogs, the Cashcows, the Questionsmarks and the Stars. And ultimately see how profitable the products are. Below we have shown the relative contribution margin for the last 12 months.
The portfolio matrix gives you an overview at a glance
Let’s take an example product – in this case, wheat glasses, which account for 40.9% relative contribution margin, or cutlery, which has a DB I of 31.2%. On the Y-axis, in turn, growth is visualized. This means, for example the wheat glasses just considered show negative growth, which is -16%. On the other hand, the cutlery to be listed under Stars has recorded a remarkable growth of 42%, which is also reflected in the strong sales of 136,000€.
Portfolio analysis for online shop operators - combining analysis data and features
However, it gets exciting when you fully utilize DataWow and combine all this analytics data with the features. For example, I can imagine look at how it looks with the A products. So now we see the same analysis only for our A products, which gives a completely different picture. Our cutlery shoots out here, where on the other hand very weak products also appear, such as our decorative bowls, which only have a relative DB of 8.4%. However, we can not only filter by items, but also specify our customers, so that we again have all items selected, but only play out our regular customers. Then we see that here again with our cutlery we have great growth, but here with the juice glasses or the tea cups we have very very poor contribution margins.
Portfolio analysis for online shop operators - analysis of multiple platforms simultaneously
On the other hand, it becomes even more exciting when you look at not just one thing at a glance, but several. We now go here in the left column to Overview of all channels and thus have the entire overview of all channels.
As a reference product, let’s take the glass bowls, which are very well positioned with a DB of 22.3% on all channels, have made a total of almost 150,000€ product sales and show a growth of 26%.
Now we take a look at the reference product on the other channels and can mark it for all sales platforms.
This reveals something very interesting. In the store, we have declining numbers in terms of growth, but we still have a very good relative DB I, so we earn quite well from that. Through eBay, we have nice growth and a really nice margin. But at Amazon, while great growth, unfortunately a very, very low margin with a DB I of only 8.5%.
DataWow - the X-ray glasses for the online store
This should be an impetus for the retailer to take a closer look at the glass bowl assortment to see which items from this product group are doing well and which are doing less well, so that they can possibly be deleted. Because if you think about it, not even the marketing costs are included, there is most likely a need for action. In the next episode, we’ll take a closer look at how to examine this product range using ad-hoc analysis with DataWow.
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