E-Commerce Performance Report
End-to-end analytics on 3 years of e-commerce data — traffic, revenue, product, and cross-sell performance for Maven Fuzzy Factory.
An end-to-end analytics case study evaluating Maven Fuzzy Factory’s financial and non-financial performance across a 3-year operating period (FY12–FY14).
Key Results
| Metric | FY12 | FY14 | Growth |
|---|---|---|---|
| Sessions | 80.4K | 250.8K | +210% |
| Orders | 3.7K | 19.2K | +420% |
| Revenue | $192.6K | $1.23M | +535% |
| Revenue / Order | $50.70 | $63.70 | +26% |
| Revenue / Session | $2.40 | $4.80 | +100% |
What I Analyzed
Traffic Performance
- Mapped 5 acquisition channels: Gsearch (product & brand), Bsearch (product & brand), Organic, and Direct type-in
- Tracked annual conversion rate (CVR) trends per channel; Bsearch product search led at ~9.3% CVR in FY14
- Identified mid-year seasonality dip and recommended targeted summer promotions to counteract it
Product Performance
- Analyzed 4 SKUs across revenue, profit margin, and cohort lifetime value
- All products sustained 61–68% profit margins; Sugar Panda led at 67.6%
- Mr. Fuzzy peaked at ~$70K monthly cohort revenue by month 30
Cross-Sell Analysis
- Built a cross-product selling rate matrix
- Mini Bear emerged as the top add-on with 20–22% attach rates across all products
- Sugar Panda buyers showed the highest receptivity to Mr. Fuzzy (9%) — a clear bundling opportunity
Database Schema
Designed and queried across 6 relational tables:
website_sessions · website_pageviews · orders · order_items · order_item_refunds · products
Workflow
- Schema design & data load — DDL scripts to build and populate the database
- SQL extraction — Multi-table joins for traffic metrics, CVR, AOV, and cross-sell rates
- Excel processing — Data cleaning, pivot tables, conditional formatting
- Reporting — PowerPoint deck exported to PDF with executive-level findings
Tools
MySQL Excel PowerPoint