City Development

When it comes to winning new customers, the success of your business growth depends to a large extent on the target group you select and the cities you are trying to reach it in. So let's have a look at the most important metrics per city.

Definitions

Before you dive into data analysis, let's ensure that we are on the same page. You can evaluate a country's performance based on the following metrics:

To analyze the KPIs of one city, select the respective city in the drop-down menu:

The metrics per city are shown as a color-coded line chart followed by absolute figures. Trends get even more clear by the growth rate comparing each data point with the previous period.

Both in the graphic and in the chart you can see the run rate: for periods that have not yet been completed, e.g. the current month or quarter, RX extrapolates the run rate based on the historical data.

Use Cases

If you want to make sure that you spend your time and money on the most impactful cities it is important that you are aware of your cities' performance. Therefore, monitor your core markets' development and check if your local marketing activities paid off. We can recommend you to try out isolated print, posters, and other offline activities in individual cities to afterward measure the results.

• Focus on the best-performing cities to maximize the growth of your business
• Recalibrate and reassess all cities which do not deliver measurable value
• Identify the cities that are developing positively or worst case negatively over time
• Check whether a certain segment, e.g. your Top Customers, are mostly based in a certain city

What You Need

For this report to work properly, the following data must be imported:

• Order ID
• Order Date
• Stock Keeping Unit (SKU)
• Items Sold
• Item Price
• Customer ID  
• Customer Country
• Customer City
• VAT
• Shipping Revenue
• Discounts
• Product Returns
• Marketing First Click Date
• Marketing Last Click Date
• Marketing Campaign Journey

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