Drivers: Social Game (-17.9%), Candy Land (-40.6%), google ads (-23.1%)
  
 
Overview
Week over Week: $1,066,087 for 7/5 to 7/11 vs. $1,086,177 for 6/28 to 7/4
Profit: -1.8% to $1.1M
•  Profit's decrease vs. last week is a loss of $20K
•  Social Game, Candy Land, and google ads together fully explain profit's decrease
• Without the negative impact of these 3 drivers, profit would have been up +7.2% instead of down -1.8%
Profit is -$20K because:
Percent
Change
info
Independent
Impact
info
Incremental
Impact
info
1
product_category
Social Game
-17.9%-$74K-$74K
2
product_name
Candy Land
-40.6%-$15K-$14K
3
campaign
google ads
-23.1%-$19K-$10K
Explains -$98K
Fully explains the $20K decrease
chart
Between unit_sale_price and unit_cost, unit_sale_price had a much greater impact on profit.
Profit
- -1.8%
=
Sale Price
- -1.7%
-
Cost
- -1.5%
Why is profit down?
1. product_category › Social Game -17.9%
Social Game profit is down -17.9% between 7/5 to 7/11 ($339K) and 6/28 to 7/4 ($413K), resulting in a decrease of -$74K.
Social Game profit is down -$74K because:
Percent
Change
info
Independent
Impact
info
Incremental
Impact
info
1
Metric
unit_sale_price
-16.7%-$102K-$102K
Explains -$102K
Fully explains the $74K decrease
chart
Without Social Game's -17.9% decrease, overall profit for 7/5 to 7/11 would have been up +5% instead of down -1.8%.
chart
Between unit_sale_price and unit_cost, unit_sale_price had a much greater impact on Social Game profit.
Profit
- -17.9%
=
Sale Price
- -16.7%
-
Cost
- -14.3%
2. product_name › Candy Land -40.6%
Candy Land profit is down -40.6% between 7/5 to 7/11 ($22K) and 6/28 to 7/4 ($38K), resulting in a decrease of -$15K.
Candy Land profit is down -$15K because:
Percent
Change
info
Independent
Impact
info
Incremental
Impact
info
1
Metric
unit_sale_price
-38.7%-$22K-$22K
Explains -$22K
Fully explains the $15K decrease
chart
Without Candy Land's -40.6% decrease, overall profit for 7/5 to 7/11 would have been down only -0.4% instead of -1.8%.
chart
Between unit_sale_price and unit_cost, unit_sale_price had a much greater impact on Candy Land profit.
Profit
- -40.6%
=
Sale Price
- -38.7%
-
Cost
- -35.1%
3. campaign › google ads -23.1%
google ads profit is down -23.1% between 7/5 to 7/11 ($64K) and 6/28 to 7/4 ($83K), resulting in a decrease of -$19K.
google ads profit is down -$19K because:
Percent
Change
info
Independent
Impact
info
Incremental
Impact
info
1
Metric
unit_sale_price
-23.2%-$29K-$29K
Explains -$29K
Fully explains the $19K decrease
chart
Without google ads' -23.1% decrease, overall profit for 7/5 to 7/11 would have been down only -0.1% instead of -1.8%.
chart
Between unit_sale_price and unit_cost, unit_sale_price had a much greater impact on google ads profit.
Profit
- -23.1%
=
Sale Price
- -23.2%
-
Cost
- -23.4%
What else is driving profit?
Underperformers
ColumnDriverAbs. ChangePct. ChangeOverall Impact
product_categorySocial Game-$74K-17.9%-6.8%
Metricunit_sale_price-$28K-1.7%-2.6%
sourceSocial Media-$26K-8.7%-2.4%
campaigngoogle ads-$19K-23.1%-1.8%
campaigntwitter-$19K-22.8%-1.7%
product_nameSimon-$19K-42%-1.7%
product_nameCandy Land-$15K-40.6%-1.4%
sourcePaid Acquisition-$15K-5.1%-1.3%
product_nameRisk-$13K-28.7%-1.2%
campaigngoogle-$9,635-11%-0.9%
product_nameBarrel O' Monkeys-$9,155-23.4%-0.8%
product_nameXbox-$8,365-20.7%-0.8%
Overperformers
ColumnDriverAbs. ChangePct. ChangeOverall Impact
product_categoryBoard Game+$36K+10.7%+3.3%
campaignannouncement_blast+$22K+28.6%+2%
product_categoryElectronic Game+$18K+5.3%+1.6%
product_nameMemory+$15K+45.2%+1.4%
sourceEmail Marketing+$15K+5.8%+1.3%
product_namePong+$15K+55.6%+1.3%
campaignbing+$11K+13.2%+1%
product_nameDungeons & Dragons+$8,490+27.6%+0.8%
product_nameRock 'Em Sock 'Em Robots+$8,190+26.5%+0.8%
product_nameNintendo+$7,645+27.1%+0.7%
product_nameBattleship+$7,142+19.9%+0.7%
campaignfacebook ads+$6,887+9.8%+0.6%
Where is this data from?
This analysis compares total profit between 7/5 to 7/11 and 6/28 to 7/4.
The following dimensions are included in analysis of potential drivers of profit:
•  product_name (e.g. "Atari 2600")
•  product_category (e.g. "Board Game")
•  source (e.g. "Email Marketing")
• campaign (e.g. "announcement_blast")
The data was retrieved using a SQL query on Sun. July 12, 2020 at 3:35am EST.
 
 
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