Module

TIER 2 CFO · Commercial Director

Commercial Analytics

One revenue model across every sales channel and every legal entity. Replaces the legacy daily sales report — and the spreadsheet wars it generated. Every discount type captured, every margin reconciled to your ERP.

What you get

Master revenue model spanning every sales channel — direct retail (online + stores), affiliate & marketplaces, B2B, service revenue
Multi-entity rollup — group view plus per-entity breakdowns, with intercompany properly netted
Six-view dashboard: Daily Sales · Channels · Product · Margin · Discount · Custom Comparison
Full revenue waterfall: Gross from your price list → Discounts by type (product, promo, loyalty, segment cards) → Net → COGS → Gross Profit → Margin %
Two-funnel reconciliation: order date (generation) vs posting date (revenue) — with carryover made transparent, not hidden in a finance spreadsheet
Margin attribution: every margin movement decomposed into mix · price · discount drivers
Multi-dimensional channel framework for marketplaces (platform, model, fulfillment, pricing control, customer ownership)
Calendar-aware target phasing — promotional calendar and weekend patterns built in, not flat daily divisions
Category penetration — % of orders containing each category, the lens that drives cross-sell decisions
Period flags baked into every view: MTD, YTD, last-year-MTD, last-month, vs plan

KPIs delivered

Net & gross revenue by channel, store, category, brand, entity
Gross margin % — reconciled to ERP COGS, supplier rebates included
Margin attribution: mix vs price vs discount
Like-for-like growth (same-store basis)
Channel mix and channel-level margin
Discount waterfall by type
Category penetration (% of orders)
AOV, units & SKUs per transaction
Period comparison: vs LY, vs LW, vs plan (calendar-phased)
Order-to-revenue carryover

Sample view

A look at the dashboard.

Layout from a production deployment. Synthetic data shown — real engagements run on your data, your tools, your infrastructure.

Source All ▾ Channel All ▾ Entity Group ▾ Date Last 30 days ▾ ⟳ Reset

MTD Last month Last year

Total Orders

24,850

↑ 12.4% vs LM

Total Sales

7,397,000

↑ 8.1% vs LM

Daily Total Orders & Sales

Date	Orders	Sales
Today	1,418	434,200
Yesterday	1,353	404,500
2 days ago	1,266	340,700
3 days ago	1,476	456,200
4 days ago	1,432	443,300
5 days ago	1,201	403,200
6 days ago	1,308	366,700

Total sales by channel

Shop

35%

Online

28%

Marketpl.

18%

Wholesale

12%

Services

7%

Daily Sales Performance by Channel

last 14 days

Shop Online Marketplaces Wholesale Services

14 days ago today

Trend ↑ · weekend dips visible · promotional spike day 13

Jan Feb Mar Apr Posting status: All ▾

Posted sales

4,432,407

recognized in ERP

Not posted

93,218

in transit / cancelled / PNA

Posted rate

97.9%

↑ 0.4 pp vs LM

AOV

301

posted vs 141 not posted

Two-funnel reconciliation

Order date (generation) vs posting date (revenue) — carryover made transparent

Previous period

Shipping fees—

Gross merch. value—

Discount—

Net merch. value—

Recognized—

· in-period—

· deferred—

Current period

Shipping fees55,690

Gross merch. value4,589,265

Discount−64,229

Net merch. value4,525,624

Recognized4,432,407

· in-period4,329,719

· deferred (carryover)102,688

Posting status breakdown

Status	Orders	Items	Sales	Sales %
Posted → Returns	131	409	25,530	0.6%
Posted	14,695	218,255	4,406,877	97.4%
Not Posted → Returns	88	855	25,908	0.6%
Not Posted → PNA	468	1,196	39,028	0.9%
Not Posted → Cancelled	112	1,119	28,282	0.6%
Total	14,949	221,834	4,525,624	100.0%

Revenue actual

7,397,000

Budget

7,650,000

vs Budget

−253,000

absolute variance

Variance rate

−3.3%

below plan

Actual vs Budget by channel

Bars = actual · vertical lines = budget target

Online

+3.5%

Shop

−1.9%

Marketplaces

−11.3%

Wholesale

+4.5%

Services

−21.4%

Marketplaces and Services drove the miss. Online and Wholesale beat plan. Calendar-aware target phasing applied (promotional days weighted, weekend curves built in).

Revenue performance by sales channel

Channel	Actual	Budget	Variance	Variance %
Online	2,072,000	2,000,000	+72,000	+3.5%
Shop	2,597,400	2,650,000	−52,600	−1.9%
Marketplaces	1,332,000	1,500,000	−168,000	−11.3%
Wholesale	888,000	850,000	+38,000	+4.5%
Services	510,600	650,000	−139,400	−21.4%
Total	7,400,000	7,650,000	−250,000	−3.3%

Discount rate %

6.1%

Return rate %

2.4%

Product Margin %

39.9%

Commercial summary by channel

Gross → Discounts → Net → Returns → Net after returns → Cost → Margin

Channel	Gross	Discount	Revenue	Returns	Net after	Cost	Margin	Margin %
Online	16,924,278	−327,991	16,596,287	−119,038	16,477,249	−10,557,801	5,919,447	35.9%
Shop	15,594,783	−2,069,948	13,524,835	−211,558	13,313,316	−7,254,467	6,058,849	45.5%
Marketplaces	9,324,751	−321,266	9,003,194	−436,838	8,566,275	−4,985,475	3,580,800	41.8%
Wholesale	5,238,489	−188,191	5,050,298	−282,892	4,767,866	−3,166,617	1,601,249	33.6%
Services	329,467	−7,741	321,726	−44,378	277,348	0	277,348	100%
Total	47,411,768	−2,915,137	44,496,340	−1,094,704	43,402,054	−25,964,360	17,437,693	39.9%

Full P&L per channel in one view. Discount rate, return rate, and margin % per row tell the channel-economics story at a glance.

All channels Online Shop Marketplaces Wholesale Services

Revenue

7.40M

↑ 8.1% LM · ↑ 11.4% LY

Orders

24,850

↑ 12.4% LM

Customers

18,640

↑ 5.2% LY

Units sold

79,820

↑ 9.8% LM

Channel performance

Channel	Revenue	Mix	vs LM	vs LY	Margin
Online	2,072,000	28%	+14%	+22%	41%
Shop	2,597,400	35%	+9%	+6%	42%
Marketplaces	1,332,000	18%	−3%	+12%	28%
Wholesale	888,000	12%	+6%	+18%	35%
Services	510,600	7%	+2%	+44%	53%
Total	7,400,000	100%	+8%	+14%	39%

Revenue mix by channel

Shop

35%

Online

28%

Marketpl.

18%

Wholesale

12%

Services

7%

Margin attribution · vs LM

What drove the +0.6 pp move

Mix

+0.4

Price

+0.3

Discount

−0.1

Net

+0.6 pp

All brands Other brand Own brand Private label

Revenue

45.23M

↑ 16.8% LY

Margin %

39.9%

↓ 6.7 pp LY

Units sold

1.82M

↑ 33.0% LY

Orders

154,455

↑ 9.4% LY

Customers

38,963

↑ 12.1% LY

AOV

293

↑ 6.7% LY

Product metrics

IPO · items per order

total units ÷ total orders · basket size

SPO · SKUs per order

unique SKUs ÷ total orders · product variety per basket

AOV · average order value

total revenue ÷ total orders

Revenue by block

Food

75%

Health

12%

Accessories

11%

Apparel

1%

Other

1%

Revenue by product hierarchy · top categories

Five-level rollup: Division → Block → Category → Subcategory → Brand

Category	Revenue	vs LM	Margin	Units	AOV	SPO	IPO
Dry Food	16,272,747	+1.0%	34.7%	112,500	268	0.02	1.85
Wet Food	11,605,660	+1.7%	30.8%	1,279,768	189	0.02	20.8
Treats	4,537,505	+1.4%	48.6%	62,744	211	0.04	4.48
Litter & Bedding	2,423,461	+0.7%	46.8%	66,274	115	0.01	2.98
Habitat	1,246,516	+0.8%	52.0%	7,577	263	0.02	1.61
Total	45,234,749	+2.5%	39.9%	1,824,740	293	0.07	11.81

Product Margin %

39.9%

↑ 1.2 pp vs LM

Discount Rate %

6.1%

↑ 0.6 pp vs LY

Margin minus Discount

33.8%

net contribution

Margin vs discount trend

Year Month Day

Margin % Discount %

JanFebMarAprMay

Margin by sales channel

Channel	Rev share	Discount	Margin
Online	36.7%	1.9%	35.9%
Shop	29.9%	13.3%	43.0%
Marketplaces	19.9%	3.4%	42.4%
Wholesale	11.2%	3.6%	33.6%
Services	2.3%	2.9%	88.9%
Total	100.0%	6.1%	39.9%

Discount impact on margin

Discounted vs full-price baskets

	Rev share	Discount	Margin
No discount	69.0%	0.0%	42.3%
Discounted	31.0%	17.3%	34.9%
Total	100.0%	6.1%	39.9%

Discounted baskets account for 31% of revenue but cost 7.4 pp of margin. Quantifies the trade-off promotional teams need to manage.

Custom Last month Last year Same week LY Pre-promo vs promo

Current

Apr 1, 2026 → Apr 20, 2026

Segment by

✓Sales Channel Channel Detail Block Category Subcategory Brand Item Location Customer Type

Revenue by sales channel · current vs previous

Apr 2026 vs Apr 2025

Channel	Current	Previous	Growth	Orders	Customers
Online	2,072,000	1,818,000	+14.0%	5,310	4,090
Shop	2,597,400	2,449,000	+6.1%	8,090	5,860
Marketplaces	1,332,000	1,189,000	+12.0%	4,250	3,210
Wholesale	888,000	752,000	+18.1%	142	38
Services	510,600	355,000	+43.8%	1,425	1,180
Total	7,400,000	6,563,000	+12.7%	19,217	14,378

Sample dashboard view · synthetic data · click any tab to switch

How it fits

Tier

Tier 2 · Visualization & Analytics

Timeline

6–8 weeks

Prerequisites

Foundation in place

Pairs well with

Customer · Finance · Inventory

Production reference: a regional retail group runs this on five sales channels and four legal entities. The legacy daily sales report was retired and the version-versus-version spreadsheet reconciliation stopped. See the case study.

← All modules

Want this for your team?

A fixed-price Diagnostic is the entry point. We’ll confirm scope, the right Tier 1 prerequisites, and the right phasing — before any module work starts.

Book a Diagnostic