Case Study: Online Retailing Company achieves rapid insight into a revenue spike and uncovers loyal customers driving growth with Tableau Software

Ryan Nokes - Customer Case Study

An online retailer saw its online revenue suddenly double and didn’t know why. Business analyst Ryan Nokes exported Omniture SiteCatalyst reports and used web analytics to investigate the anomaly.

Using Tableau to explore conversion funnels and customer segments, he found units sold stayed roughly constant while revenue per unit rose 24% in 2008; the rise was driven by loyal customers spending more per visit (new customers were buying less). Ryan concluded the revenue jump came from increased spending by loyal shoppers and recommended focusing on preserving their experience and on converting new customers to loyal ones.