Key findings
80/20
Top 20% of products drive 80% of total revenue — Pareto principle confirmed
Z=2.72
November revenue spike statistically significant at 99% confidence level
2×
International customers spend twice as much per order as UK customers
£1.5M+
Combined lifetime spend across top 10 customers requiring retention strategy
R²=0.27
Log-log regression identifies under-priced and over-priced SKUs
25%
Of transactions lack a Customer ID — the biggest data quality gap to close
Resources
Live interactive dashboard
£10.44M
Total Revenue
22,190
Orders
3,919
Products
4,338
Customers
Monthly revenue trend
November 2011 peak — Z-score 2.72, statistically significant at 99%
Revenue by country
UK leads; international orders 2× avg value
Top products by revenue
Protect these SKUs from stockouts
Top 10 customers by revenue
High-value accounts — prioritize for retention
| Rank | Customer ID | Revenue | Orders | Avg Order |
|---|---|---|---|---|
| 1 | 14646 | £280,206 | 77 | £3,639 |
| 2 | 18102 | £256,438 | 145 | £1,768 |
| 3 | 17450 | £194,551 | 55 | £3,537 |
| 4 | 16446 | £168,472 | 28 | £6,017 |
| 5 | 14911 | £143,825 | 201 | £715 |
Pricing efficiency — over & under performers
Products >2 SD from predicted sales volume
Over-performers
| Product | Price | |
|---|---|---|
| Ceramic storage jar | £1.25 | +over |
| WW2 gliders | £0.21 | +over |
| Jumbo bag retrospot | £1.95 | +over |
Under-performers
| Product | Price | |
|---|---|---|
| Cakestand 3 tier | £12.75 | -under |
| Rabbit night light | £34.95 | -under |
| Umbrella stand | £22.50 | -under |
Krenz Analytics | UCI Online Retail II | Diego Krenz, May 2026