Context and key indicators
Executive Summary
Context
This study uses synthetic (fictional) data provided by the professor for academic purposes. The goal is to demonstrate analytical structure and data-driven decision making.
- Source: synthetic/fictional database provided by the professor
- Analyzed period: 07/01/2016 to 07/31/2019
- Reference currency: EUR
- Unique customers: 18,484 | Distinct products (SKUs): 158
- Repurchase rate: 37.1% | Average days between purchases: 69.7
Figure
Chart summary: The period from 07/01/2016 to 07/31/2019 shows commercial traction, with a recurring customer base and room to optimize margin.
Executive indicators at a glance
Distinct entities and customer-level rates for the period (not order volume for products).
(consolidated values)
Unique customers
18,484
Distinct products (SKUs)
158
States / regions
53
Cities
269
Repurchase rate
37.1%
Avg. purchase gap
69.7 days
Interpretation
Takeaway
The period from 07/01/2016 to 07/31/2019 shows commercial traction, with a recurring customer base and room to optimize margin.
Methodology & notes
Distinct product count is catalog breadth (SKUs in the dataset), not total units sold. State/region and city counts reflect how geography is encoded in the synthetic database and are not meant to match any single real-world country map.
Suggested action
Prioritize markets and segments with the strongest observed potential.
Main KPI
Total sales, margin, and customer retention.