/
Use Case: Analyzing Revenue Trends

Use Case: Analyzing Revenue Trends

Owned by Mike Deskis
Last updated: Jan 30, 2025 by Ioana Kocurova
17 min read

Check out a video walkthrough of this tutorial here.

Overview

The article analyzes the impact of different types of discounts, particularly customer negotiated discounts, on revenue and margin performance over the period from January 2022 to March 2024. The analysis identifies seasonal patterns in revenue, spikes in customer negotiated discounts, and the effects on margins. It also examines trends in volume discounts and competitor discounts, and provides recommendations for further investigation and strategies to mitigate the impact of increased customer negotiated discounts.

Here are the step by step guidelines:

Key Points

  • Understanding the effects of different discounts, particularly customer negotiated discounts, on revenue.

  • Identifying seasonal patterns in revenue, with spikes in June and December and lowest revenue in January.

  • Analyzing the significant increase in customer negotiated discounts in January 2024 and its impact on margins.

  • Examining the role of volume discounts, which are most significant in December and least significant in January.

  • Identifying spikes in competitor discounts in January and their importance for competitive analysis and strategy formulation.

  • Using various visualizations, such as bar charts, line charts, scatter charts, and box plots, to identify patterns and outliers in the data.

  • Conducting a causality analysis to compare revenue and margin changes between December 2023 and January 2024, suggesting a systemic issue related to the increase in customer negotiated discounts.

  • Recommending further investigation into the reasons behind the significant increase in customer negotiated discounts and exploring potential strategies to mitigate the issue, such as setting stricter guidelines, optimizing discount structures, and enhancing value propositions.

 

Step 1. Objective of the Analysis

The main objective of the analysis is to understand the effects of different discounts, particularly customer negotiated discounts, on revenue. The analysis uses a time series view to track these trends from January 2022 to March 2024. This objective is significant as it helps identify patterns and factors affecting revenue, enabling better decision-making and strategy formulation.

Purpose

The main objective is to understand how different types of discounts, particularly customer negotiated discounts, impact revenue. By analyzing these effects, the company aims to identify patterns and factors that influence revenue. This understanding is crucial for making informed decisions and formulating effective strategies to optimize revenue and margins. The analysis covers a time frame from January 2022 to March 2024 and includes various types of discounts such as estimated discount, volume discount, customer discount, competitor discount, and promotion discount. This comprehensive scope ensures that all relevant factors are considered, providing a detailed view of how discounts affect revenue over time.

key concepts of the primary goal of the analysis:

  1. Understanding Different Types of Discounts:

    • Customer Negotiated Discounts: These are discounts that customers negotiate directly with the company. They can vary widely depending on the customer's bargaining power and the company's pricing strategy.

    • Estimated Discounts: These are discounts that the company estimates based on historical data and market trends.

    • Volume Discounts: These are discounts offered to customers who purchase in large quantities. They are designed to incentivize bulk purchases.

    • Competitor Discounts: These are discounts offered in response to competitors' pricing strategies. They help the company remain competitive in the market.

    • Promotion Discounts: These are temporary discounts offered as part of promotional campaigns to boost sales.

  2. Impact on Revenue:

    • The analysis aims to understand how each type of discount affects the company's revenue. For example, while volume discounts might increase sales, they could also reduce profit margins if not managed properly.

    • Customer negotiated discounts, in particular, are scrutinized because they can significantly impact margins. If customers negotiate substantial discounts, it can lead to a decrease in overall revenue.

  3. Identifying Patterns and Factors:

    • By analyzing the effects of different discounts over time, the company can identify patterns such as seasonal trends, spikes in certain types of discounts, and their correlation with revenue changes.

    • Factors influencing these patterns could include market conditions, customer behavior, and competitive actions.

  4. Informed Decision-Making and Strategy Formulation:

    • The insights gained from the analysis help the company make informed decisions about their discount strategies. For instance, if customer negotiated discounts are found to be eroding margins, the company might implement stricter guidelines for these discounts.

    • The company can also formulate effective strategies to optimize revenue, such as adjusting promotional discounts during peak seasons or offering targeted volume discounts to high-value customers.

By understanding these key concepts, the company can better manage their discount strategies, improve revenue, and maintain healthy profit margins

Scope

The analysis covers the period from January 2022 to March 2024 and includes various types of discounts such as estimated discount, volume discount, customer discount, competitor discount, and promotion discount. This comprehensive scope ensures that all relevant factors are considered in the analysis.

Let’s break down the key concepts of the analysis covering the period from January 2022 to March 2024 and including various types of discounts:

  1. Time Frame:

    • The analysis spans over two years and three months, from January 2022 to March 2024. This extended period allows for a thorough examination of trends and patterns over time, providing a comprehensive view of how discounts impact revenue across different seasons and market conditions.

  2. Types of Discounts:

    • Estimated Discount: These are discounts projected based on historical data and market trends. They help in forecasting and planning future discount strategies.

    • Volume Discount: Discounts offered to customers who purchase in large quantities. These are designed to incentivize bulk purchases and can significantly impact revenue during high sales periods.

    • Customer Discount: Discounts negotiated directly with customers. These can vary widely and have a substantial impact on margins, especially if not managed effectively.

    • Competitor Discount: Discounts offered in response to competitors' pricing strategies. These help the company remain competitive in the market and can influence customer purchasing decisions.

    • Promotion Discount: Temporary discounts offered as part of promotional campaigns to boost sales. These are often used to attract new customers or clear out inventory.

  3. Comprehensive Scope:

    • By including various types of discounts, the analysis ensures that all relevant factors are considered. This comprehensive scope allows for a detailed understanding of how each type of discount affects revenue and margins.

    • The analysis can identify specific patterns and trends associated with each discount type, providing insights into their effectiveness and impact on the company's financial performance.

  4. Relevance and Significance:

    • Understanding the impact of different discounts over an extended period helps the company make informed decisions about their discount strategies.

    • The comprehensive scope of the analysis ensures that no significant factor is overlooked, leading to more accurate and actionable insights.

    • By considering various discount types, the company can develop targeted strategies to optimize revenue and margins, improving overall financial performance.

In summary, the analysis covers a significant period and includes various types of discounts to provide a detailed and comprehensive understanding of how these discounts impact revenue. This approach ensures that all relevant factors are considered, enabling the company to make informed decisions and develop effective strategies.

Step 2. Methodology

The methodology involves moving from preconfigured dashboards to a Data Analyzer to create a time series chart. The X-axis represents time (months), and the Y-axis represents invoice price. Various discount types such as estimated discount, volume discount, customer discount, competitor discount, and promotion discount are analyzed. This approach provides a comprehensive view of how different discounts impact revenue over time.

let's break down the key concepts of the methodology used in the analysis:

  1. Preconfigured Dashboards:

    • The analysis begins with preconfigured dashboards, which are tools that provide a visual representation of data. These dashboards are set up with predefined metrics and visualizations to give an initial overview of the data. They help in quickly identifying trends and patterns without the need for extensive data manipulation.

  2. Data Analyzer:

    • The next step involves moving from these preconfigured dashboards to a Data Analyzer. A Data Analyzer is a more advanced tool that allows for deeper and more customized analysis of the data. It provides the flexibility to create specific visualizations and perform detailed examinations of the data.

  3. Time Series Chart:

    • The primary visualization used in this analysis is a time series chart. This type of chart plots data points in chronological order, making it ideal for tracking changes over time. In this case, the X-axis represents time (months), and the Y-axis represents invoice price. This setup allows for a clear view of how revenue and discounts fluctuate over the analyzed period.

  4. Various Discount Types:

    • The analysis includes several types of discounts:

      • Estimated Discount: Projected discounts based on historical data and market trends.

      • Volume Discount: Discounts offered for bulk purchases, incentivizing customers to buy in larger quantities.

      • Customer Discount: Discounts negotiated directly with customers, which can vary widely.

      • Competitor Discount: Discounts offered in response to competitors' pricing strategies to remain competitive.

      • Promotion Discount: Temporary discounts offered as part of promotional campaigns to boost sales.

  5. Comprehensive View:

    • By analyzing these various discount types over time, the methodology provides a comprehensive view of how each discount impacts revenue. This approach helps in identifying patterns, trends, and anomalies, enabling the company to make informed decisions about their discount strategies.

Step 3. Seasonal Patterns

The analysis identifies noticeable seasonal patterns, with spikes in revenue in June and December each year. The first month of each year typically shows the lowest revenue. Understanding these patterns is crucial for planning and forecasting, as it helps anticipate periods of high and low revenue.

Here are the key concepts of Seasonal Patterns:

  1. Seasonal Patterns:

    • The analysis identifies specific times of the year when revenue experiences significant changes. These patterns are referred to as seasonal because they recur at the same times each year.

  2. Revenue Spikes in June and December:

    • The analysis shows that revenue tends to spike in June and December each year. These months are likely associated with increased sales activities, possibly due to mid-year and end-of-year promotions, holidays, or other market factors that drive higher customer spending.

  3. Lowest Revenue in January:

    • Conversely, the first month of each year, January, typically shows the lowest revenue. This could be due to a post-holiday slowdown, where customers reduce spending after the high expenditure in December.

  4. Importance for Planning and Forecasting:

    • Understanding these seasonal patterns is crucial for effective planning and forecasting. By anticipating periods of high and low revenue, the company can better allocate resources, plan marketing campaigns, manage inventory, and set realistic sales targets.

    • For example, knowing that December is a high-revenue month, the company might increase inventory and marketing efforts leading up to this period. Similarly, understanding that January is a low-revenue month can help in planning cost-saving measures or targeted promotions to boost sales.

  5. Impact on Business Strategy:

    • Seasonal patterns provide valuable insights that can influence various aspects of business strategy. They help in identifying the best times for launching new products, running promotions, or making strategic investments.

    • By aligning business activities with these patterns, the company can optimize its operations and improve overall performance.

In summary, the analysis of seasonal patterns reveals recurring trends in revenue, with spikes in June and December and a dip in January. Understanding these patterns is essential for effective planning, forecasting, and strategic decision-making, enabling the company to anticipate and respond to changes in customer behavior and market conditions.

Step 4. Discount Analysis

The discount analysis reveals that the customer negotiated discount significantly increased in January 2024, jumping from an average of 9% to over 24%. This increase is identified as a major factor contributing to the decrease in margins. Analyzing discounts helps understand their impact on revenue and margins, enabling better discount management.

Let's break down the key concepts of the discount analysis:

  1. Customer Negotiated Discount:

    • This type of discount is directly negotiated between the customer and the company. It can vary widely depending on the customer's bargaining power and the company's pricing strategy.

    • In January 2024, the customer negotiated discount saw a significant increase, jumping from an average of 9% to over 24%. This sharp rise indicates that customers were able to negotiate much larger discounts during this period.

  2. Impact on Margins:

    • Margins represent the difference between the revenue generated from sales and the cost of goods sold. Higher discounts reduce the selling price, which in turn reduces the revenue and, consequently, the margins.

    • The significant increase in customer negotiated discounts in January 2024 is identified as a major factor contributing to the decrease in margins. This means that the larger discounts given to customers directly impacted the company's profitability.

  3. Analyzing Discounts:

    • The analysis of discounts involves examining how different types of discounts affect revenue and margins over time. By understanding these effects, the company can identify patterns and factors that influence financial performance.

    • For example, the analysis might reveal that certain types of discounts are more effective in driving sales without significantly impacting margins, while others might lead to substantial revenue loss.

  4. Better Discount Management:

    • By analyzing the impact of various discounts, the company can develop strategies to manage discounts more effectively. This might involve setting stricter guidelines for customer negotiated discounts, optimizing promotional discounts, or adjusting volume discounts based on seasonal trends.

    • Effective discount management helps in maintaining healthy margins while still offering competitive pricing to customers.

In summary, the discount analysis reveals that the significant increase in customer negotiated discounts in January 2024 led to a decrease in margins. By understanding the impact of different discounts on revenue and margins, the company can develop strategies to manage discounts more effectively, ensuring better financial performance.

Step 5. Volume Discounts

Volume discounts are most significant in December and least significant in January, which aligns with the pattern of higher revenue months. This analysis helps understand the role of volume discounts in driving revenue and their seasonal variations.

Let's break down the key concepts of volume discounts in the context of the analysis:

  1. Volume Discounts:

    • Volume discounts are price reductions offered to customers who purchase large quantities of products. These discounts incentivize bulk purchases, encouraging customers to buy more in a single transaction.

  2. Significance in December:

    • The analysis reveals that volume discounts are most significant in December. This aligns with the pattern of higher revenue months, suggesting that December is a peak sales period. During this time, customers are likely taking advantage of volume discounts to make larger purchases, contributing to the overall increase in revenue.

  3. Least Significant in January:

    • Conversely, volume discounts are least significant in January. This period typically shows the lowest revenue, indicating a post-holiday slowdown. Customers may reduce their spending after the high expenditure in December, leading to fewer bulk purchases and, consequently, less impact from volume discounts.

  4. Role in Driving Revenue:

    • Volume discounts play a crucial role in driving revenue, especially during peak sales periods like December. By offering discounts for bulk purchases, the company can boost sales volumes and increase overall revenue. This strategy is particularly effective during times when customer demand is high.

  5. Seasonal Variations:

    • The analysis highlights the seasonal variations in the effectiveness of volume discounts. Understanding these variations helps the company plan and optimize their discount strategies. For example, they might increase volume discounts during peak sales periods to maximize revenue and reduce them during slower months to maintain margins.

  6. Strategic Planning:

    • By recognizing the seasonal patterns in volume discounts, the company can make informed decisions about their discount strategies. They can allocate resources, plan marketing campaigns, and adjust inventory levels based on anticipated demand. This strategic planning helps in optimizing revenue and maintaining healthy profit margins throughout the year.

In summary, the analysis shows that volume discounts are most significant in December and least significant in January, aligning with the pattern of higher revenue months. Understanding the role of volume discounts in driving revenue and their seasonal variations is crucial for effective planning and strategy formulation, enabling the company to optimize their discount strategies and improve overall financial performance.

Step 6. Competitor Discounts

Competitor discounts also show spikes in January. Understanding competitor discount patterns helps in competitive analysis and strategy formulation, ensuring that the company remains competitive in the market.

Let's break down the key concepts of competitor discounts and their significance:

  1. Competitor Discounts:

    • Competitor discounts are price reductions offered by competitors in the market. These discounts are often used as a strategy to attract customers away from other companies and increase market share.

  2. Spikes in January:

    • The analysis reveals that competitor discounts show noticeable spikes in January. This pattern indicates that competitors are likely using discounts as a strategy to boost sales during a typically slow month. By offering significant discounts, competitors aim to attract customers who might be reducing their spending after the holiday season.

  3. Competitive Analysis:

    • Understanding the patterns of competitor discounts is crucial for competitive analysis. By analyzing when and how competitors offer discounts, the company can gain insights into their pricing strategies and market behavior. This information helps the company anticipate competitors' moves and respond effectively.

  4. Strategy Formulation:

    • Knowledge of competitor discount patterns enables the company to formulate effective strategies to remain competitive in the market. For example, if competitors are offering significant discounts in January, the company might decide to match or counter these discounts to retain customers and prevent revenue loss.

    • The company can also use this information to plan their own discount strategies, ensuring they are competitive while maintaining healthy margins.

  5. Market Competitiveness:

    • Ensuring that the company remains competitive in the market is essential for long-term success. By understanding and responding to competitor discount patterns, the company can attract and retain customers, increase market share, and improve overall financial performance.

    • Competitive analysis and strategy formulation based on competitor discount patterns help the company stay ahead in the market, adapt to changing conditions, and make informed decisions.

In summary, competitor discounts show spikes in January, indicating a strategic move by competitors to boost sales during a slow month. Understanding these patterns helps the company in competitive analysis and strategy formulation, ensuring that they remain competitive in the market and can effectively respond to competitors' pricing strategies.

Step 7. Visualization

The video includes various visualizations such as bar charts, line charts, scatter charts, and box plots to illustrate the trends and distributions of discounts over time. These visualizations help in identifying patterns and outliers, making the analysis more comprehensible and actionable.

Let's break down the key concepts of the visualizations used in the analysis:

  1. Bar Charts:

    • Bar charts are used to represent categorical data with rectangular bars. Each bar's length or height is proportional to the value it represents. In the context of discount analysis, bar charts can show the distribution of different types of discounts over time, making it easy to compare the magnitude of each discount type across different periods.

  2. Line Charts:

    • Line charts display data points connected by straight lines, making them ideal for showing trends over time. In this analysis, line charts can illustrate how discounts and revenue change month by month. This helps in identifying trends, such as increasing or decreasing discount rates and their correlation with revenue changes.

  3. Scatter Charts:

    • Scatter charts plot individual data points on a two-dimensional graph, with each point representing a pair of values. These charts are useful for identifying relationships between two variables. For example, a scatter chart can show the relationship between the size of a discount and the corresponding revenue, helping to identify patterns or correlations.

  4. Box Plots:

    • Box plots, also known as box-and-whisker plots, summarize the distribution of a dataset by showing its median, quartiles, and outliers. In the context of discount analysis, box plots can illustrate the spread and central tendency of discount values, highlighting any outliers that may need further investigation.

  5. Identifying Patterns and Outliers:

    • These visualizations help in identifying patterns and outliers in the data. Patterns might include seasonal trends, such as higher discounts during certain months, or correlations between discount types and revenue changes. Outliers are data points that deviate significantly from the rest of the data, indicating potential anomalies or areas that require further analysis.

  6. Comprehensibility and Actionability:

    • Visualizations make the analysis more comprehensible by providing a clear and intuitive way to understand complex data. They transform raw data into visual formats that are easier to interpret and analyze.

    • By identifying patterns and outliers, these visualizations make the analysis more actionable. They provide insights that can inform decision-making and strategy formulation, helping the company optimize its discount strategies and improve financial performance.

In summary, the use of various visualizations such as bar charts, line charts, scatter charts, and box plots in the analysis helps illustrate the trends and distributions of discounts over time. These visualizations make the analysis more comprehensible and actionable by identifying patterns and outliers, enabling the company to make informed decisions and optimize their discount strategies.

Step 8. Causality Analysis

The causality analysis uses a dashboard to compare revenue and margin changes between December 2023 and January 2024. It identifies significant decreases in revenue and margin for specific product groups, suggesting that the increase in customer negotiated discounts is a systemic issue across multiple products and customers. This analysis helps identify root causes and areas for improvement.

Let's break down the key concepts of the causality analysis:

  1. Causality Analysis:

    • Causality analysis is a method used to determine the cause-and-effect relationships between different variables. In this context, it is used to understand how changes in discounts impact revenue and margins.

  2. Dashboard Comparison:

    • The analysis uses a dashboard to visually compare revenue and margin changes between two specific periods: December 2023 and January 2024. Dashboards provide a clear and interactive way to view and analyze data, making it easier to identify trends and patterns.

  3. Revenue and Margin Changes:

    • The comparison focuses on the changes in revenue and margins for specific product groups between December 2023 and January 2024. This period is chosen because it shows significant variations, with January typically being a low-revenue month and December a high-revenue month.

  4. Significant Decreases:

    • The analysis identifies significant decreases in both revenue and margins for certain product groups in January 2024. These decreases are notable because they deviate from the expected patterns and indicate potential issues that need to be addressed.

  5. Systemic Issue:

    • The analysis suggests that the increase in customer negotiated discounts is a systemic issue affecting multiple products and customers. This means that the problem is not isolated to a single product or customer but is widespread across the company's offerings.

  6. Root Causes and Areas for Improvement:

    • By identifying the significant decreases in revenue and margins and linking them to the increase in customer negotiated discounts, the analysis helps pinpoint the root causes of the issue. Understanding these root causes is crucial for developing strategies to address the problem.

    • The analysis highlights areas for improvement, such as better management of customer negotiated discounts, optimizing discount strategies, and addressing any underlying issues that contribute to the systemic problem.

In summary, the causality analysis uses a dashboard to compare revenue and margin changes between December 2023 and January 2024. It identifies significant decreases in revenue and margins for specific product groups, suggesting that the increase in customer negotiated discounts is a systemic issue across multiple products and customers. This analysis helps identify root causes and areas for improvement, enabling the company to develop effective strategies to address the problem and improve financial performance.

Step 9. Recommendations

The video suggests further investigation into the reasons behind the significant increase in customer negotiated discounts and potential strategies to mitigate this issue. It also highlights the importance of understanding customer behavior and market conditions to address the root causes of these trends. These recommendations provide actionable insights for improving revenue and margins.

Let's break down the key concepts of the recommendations provided in the video:

  1. Further Investigation:

    • The video suggests conducting a deeper investigation into the reasons behind the significant increase in customer negotiated discounts. This involves analyzing the factors that led to the sharp rise in discounts, such as changes in customer behavior, market conditions, or internal pricing strategies.

    • Understanding these reasons is crucial for identifying the root causes of the issue. For example, if the increase in discounts is due to heightened competition, the company might need to reassess its competitive positioning and pricing strategies.

  2. Potential Strategies to Mitigate the Issue:

    • The video recommends exploring potential strategies to mitigate the impact of increased customer negotiated discounts. These strategies could include:

      • Setting Stricter Guidelines: Implementing stricter guidelines for negotiating discounts to ensure that they do not erode margins excessively.

      • Optimizing Discount Structures: Revising the discount structures to balance competitiveness with profitability. This might involve offering tiered discounts based on purchase volumes or customer loyalty.

      • Enhancing Value Propositions: Strengthening the value propositions of products and services to reduce the need for heavy discounting. This could involve improving product quality, customer service, or adding new features.

  3. Understanding Customer Behavior:

    • The video highlights the importance of understanding customer behavior to address the root causes of the trends. This involves analyzing how customers respond to different discount types and what drives their purchasing decisions.

    • By gaining insights into customer preferences and behaviors, the company can tailor its discount strategies to better meet customer needs while maintaining healthy margins.

  4. Market Conditions:

    • Understanding market conditions is also crucial for addressing the root causes of the trends. This involves analyzing factors such as competitive actions, economic conditions, and industry trends that influence customer behavior and discounting practices.

    • By staying informed about market conditions, the company can anticipate changes and adjust its strategies accordingly to remain competitive and profitable.

  5. Actionable Insights:

    • The recommendations provide actionable insights for improving revenue and margins. By conducting further investigation, exploring potential strategies, and understanding customer behavior and market conditions, the company can develop effective plans to address the issue of increased customer negotiated discounts.

    • These insights help the company make informed decisions, optimize discount strategies, and improve overall financial performance.

In summary, the video suggests further investigation into the reasons behind the significant increase in customer negotiated discounts and potential strategies to mitigate this issue. It also highlights the importance of understanding customer behavior and market conditions to address the root causes of these trends. These recommendations provide actionable insights for improving revenue and margins, enabling the company to develop effective strategies and make informed decisions.

Related content