Management Review
Reporting
Compare forecast and actuals, spot the biggest levers, and open details only when needed.
ForecastOpen
Target0 €
GapOpen
UpliftOpen
Forecast Workspace
1. Select forecast period
Set the scope and target baseline. Then review forecast risk, required action, and short-term drivers.
2. Review forecast
Forecast vs Target
No valid forecast for Month yet. Run the forecast before reviewing the decision.
Forecast RevenueNot calculated
Target Revenue0 €
Forecast GapOpen
Required UpliftOpen
3. Test drivers
Scenario Controls
Test short-term drivers for conversion, average order value, and units per transaction.
+1% CVR is roughly 0 € additional revenue in this scope.
+1% AOV is roughly 0 € additional revenue in this scope.
+1% UPT is roughly 0 € additional revenue in this scope.
Commercial Signals
Commercial Signals Summary
Use the strongest product, category, availability, and margin signals as context for the forecast decision.
Source0 productsTop product API · newsletter signal derived
Run the forecast to unlock product, category, and availability drilldowns.
Forecast
Start Forecast
No historical campaign data available. Load sample data or valid campaign data before running the forecast.
2025 Demand Summary
0 €
-
2025 Delivered
0
-
Orders 2025
0
-
Conversion Rate 2025
0,00%
-
AOV 2025
0,00 €
-
Open Rate 2025
0,00%
-
Clickrate 2025
0,00%
-
Delivered 2025
0
-
Unsub 2025
0
-
Spam 2025
0
-
2025 Summary
| Metric | 2025 | 2024 | Var % |
|---|---|---|---|
| Campaigns | 0 | 0 | - |
| Delivered | 0 | 0 | - |
| Orders | 0 | 0 | - |
| Demand | 0,00 € | 0,00 € | - |
| CNV | 0,00% | 0,00% | - |
| Open Rate | 0,00% | 0,00% | - |
| Clickrate | 0,00% | 0,00% | - |
| Unsub | 0 | 0 | - |
| Spam | 0 | 0 | - |
| AOV | 0,00 € | 0,00 € | - |
Year
| Year | Demand | Demand LY | Var % |
|---|
Quarter
| Quarter | 2025 | 2024 | Var % |
|---|
Month
| Month | 2025 | 2024 | Var % |
|---|
Week
| Week | 2025 | 2024 | Var % |
|---|
| Date | Quarter | Month | Week | Campaigns | Delivered | Orders | Demand | Demand LY | Var % |
|---|---|---|---|---|---|---|---|---|---|
| No detail data for the selected quarter/month/week filters. | |||||||||
Performance Overview
Promotion Performance Across All Years
Then review the performance view: how promotions perform overall and how demand, CNV, and engagement develop.
Total Promotion Demand (all years)
0 €
0 campaigns
Last Year Demand
0 €
+0,00% vs LY
Open Rate (last year)
0,00%
CTR 0,00%
CNV (last year)
0,00%
AOV 0,00 €
Promotion Demand Trend (all years)
Promotion Conversion Trend (all years)
Promotion x Weekday Matrix
Example demand index by promotion type and weekday. Higher cells indicate stronger historical response windows.
PromotionMonTueWedThuFriSatSunBest DayCNV
Fullprice + BookvoucherAlways-on value82911051281168478Thursday4,90%
Book Cover Sneak Peak + FSCatalogue launch74961211121017369Wednesday4,20%
Kids OuterwearAutumn peak5463798894108123Sunday5,70%
40% Jackets & CoatsWinter clearance67728196118132111Saturday5,10%
30% SaleMid-season6976829113412698Friday4,60%
50% Pullovers & CardigansCold weather58647193109127138Sunday5,40%
| Promotion | Seasonality | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | Trend |
|---|---|---|---|---|---|---|---|---|---|
| Fullprice + Bookvoucher | Winter / gift peak | 690.000 € | 654.000 € | 618.000 € | 584.000 € | 548.000 € | 515.000 € | 489.000 € | -29,10% |
| 40% Jackets & Coats | Autumn / winter | 520.000 € | 498.000 € | 461.000 € | 424.000 € | 391.000 € | 365.000 € | 338.000 € | -35,00% |
| 30% Sale | Mid-season | 480.000 € | 455.000 € | 431.000 € | 409.000 € | 384.000 € | 361.000 € | 339.000 € | -29,40% |
| Book Cover Sneak Peak + FS | Catalogue launch | 410.000 € | 389.000 € | 367.000 € | 344.000 € | 326.000 € | 302.000 € | 286.000 € | -30,20% |
| Kids Outerwear | Back-to-school | 285.000 € | 272.000 € | 254.000 € | 238.000 € | 219.000 € | 207.000 € | 194.000 € | -31,90% |
| 50% Pullovers & Cardigans | Cold weather | 365.000 € | 342.000 € | 322.000 € | 298.000 € | 276.000 € | 251.000 € | 232.000 € | -36,40% |
| Free Shipping | Activation booster | 310.000 € | 294.000 € | 276.000 € | 259.000 € | 241.000 € | 229.000 € | 214.000 € | -31,00% |
| Clearance Reminder | End of season | 240.000 € | 228.000 € | 214.000 € | 202.000 € | 187.000 € | 176.000 € | 162.000 € | -32,50% |
Trend & Detail
Monthly Comparison and Promotion Types
Drill into which promotion type currently drives demand or CNV, and how the selected month develops across years.
| Promotion Type | Current Demand | Previous Demand | Demand Var % | Current CNV | Previous CNV | CNV Var % | Campaigns |
|---|---|---|---|---|---|---|---|
| No promotion type trends available. | |||||||
| Year | Campaigns | Demand | Demand vs LY | Delivered | Opened | Open Rate | Clicked | Clickrate | Orders | CNV | AOV | UPT | Unsub | Unsubrate | EUR/Mail |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| No monthly data for this promotion or filter selection. | |||||||||||||||
Promotion Demand Trend (June)
Demand vs Last Year (June)
Top 10 Promotion Types by Demand (current year)
Management Review
Weekly Metrics
Forecast and actuals for the reporting week at a glance: largest levers first, followed by the complete summary row for demand, engagement, and commerce.
This Week's FocusDemand: 144.680 €
Demand
+ 15,27%
Fcst: 125.516 €
Actuals
144.680 €
Open Rate
- 23,81%
Fcst: 15,60%
Actuals
11,89%
CTR
+ 30,06%
Fcst: 11,51%
Actuals
14,97%
Purch.Rate
+ 16,81%
Fcst: 0,07%
Actuals
0,09%
AOV
+ 5,21%
Fcst: 95,96 €
Actuals
100,96 €
Margin
+ 11,63%
Fcst: 43,00%
Actuals
48,00%
Decision Table
Weekly Metrics - Summary
| Metric | Demand | Delivered | Open Rate | CTR | Purch.Rate | AOV | EUR/mail | UPT | AUR | FP-Share |
|---|---|---|---|---|---|---|---|---|---|---|
| Forecast | 125.516 € | 1,7m | 15,60% | 11,51% | 0,07% | 95,96 € | 0,07 € | 3,28 | 29,22 € | 71,01% |
| Actuals | 144.680 € | 1,6m | 11,89% | 14,97% | 0,09% | 100,96 € | 0,09 € | 3,58 | 28,23 € | 78,01% |
| Variance % | +15,27% | -6,21% | -23,81% | +30,06% | +16,81% | +5,21% | +22,90% | +8,89% | -3,38% | +9,86% |
Conversions
Conversions
Opens UniqueClicks Unique
Opens & Clicks Unique
Demand
Demand Momentum
Top Product Performance
Product Revenue & Quantity
No product data available.
Lifecycle Automation
Trigger Email Performance
Sample flow diagnostics inspired by automated lifecycle email reporting: performance first, message detail second.
Last updated 23.02.2025
Delivered
Delivered
Opens UniqueClicks Unique
Opens & Clicks Unique
Conversions
Conversions
Flow Performance
| # | Name | Delivered | Open Rate | CTR | CNV | AOV | Revenue Euro |
|---|---|---|---|---|---|---|---|
| 1. | Valentinespromo - New Subscribers | 16,3k | 74,22% | 28,63% | 38,28% | 77,25 € | 482.576 € |
| 2. | Welcome eMail | 19,5k | 72,46% | 16,70% | 23,36% | 80,47 € | 366.219 € |
| 3. | Blackfriday 2024 | 4,5k | 79,81% | 28,20% | 56,59% | 78,83 € | 199.985 € |
| 4. | Winter-Special 2024 | 4,1k | 82,13% | 32,51% | 51,62% | 70,25 € | 148.568 € |
| 5. | Valentinespromo - Existing Subscribers | 40,9k | 44,33% | 5,39% | 0,55% | 78,56 € | 17.676 € |
| 6. | Extend Blackfriday 2024 | 2,2k | 52,01% | 9,04% | 3,71% | 87,08 € | 7.140 € |
| 7. | Checkout Subscriber | 3,1k | 54,95% | 4,31% | 0,54% | 30,05 € | 511 € |
| 8. | Singles Day 2024 | 1,5k | 82,14% | 30,30% | 0,00% | null | 0 € |
Message Performance
| # | Name | Delivered | Open Rate | CTR | CNV | AOV | Revenue Euro |
|---|---|---|---|---|---|---|---|
| 1. | Email #1 | 10,2k | 81,41% | 24,97% | 42,29% | 79,76 € | 342.582 € |
| 2. | 1# eMail Valentin 25 - New Subscribers | 6,6k | 79,90% | 34,45% | 50,20% | 74,32 € | 244.436 € |
| 3. | eMail Valentin 25 - New Subscribers | 5,9k | 77,74% | 32,16% | 47,05% | 81,78 € | 225.379 € |
| 4. | eMail Blackfriday 2024 | 6,2k | 72,02% | 22,71% | 41,55% | 78,81 € | 204.596 € |
| 5. | eMail Winter Special 24 | 4,1k | 82,13% | 32,51% | 51,62% | 70,25 € | 148.568 € |
| 6. | 1# eMail Valentin 25 - Existing Subscribers | 40,9k | 44,33% | 5,39% | 0,55% | 78,56 € | 17.676 € |
| 7. | 2# eMail Valentin 25 - New Subscribers | 3,9k | 59,42% | 13,60% | 5,16% | 63,17 € | 12.761 € |
| 8. | Email #2 | 4k | 61,74% | 7,20% | 2,14% | 99,87 € | 8.588 € |
| 9. | B - Email #2 | 2,4k | 68,76% | 8,07% | 3,68% | 92,19 € | 8.205 € |
| 10. | A - Email #2 | 2,9k | 60,71% | 8,07% | 2,79% | 84,48 € | 6.843 € |
| 11. | eMail Blackfriday 2024 Extended | 448 | 51,12% | 10,04% | 5,13% | 110,00 € | 2.530 € |
| 12. | Checkout - Opt Out eMail | 2k | 54,97% | 4,53% | 0,71% | 25,32 € | 355 € |
| 13. | Opt-Out Email | 1,1k | 54,89% | 3,94% | 0,28% | 52,12 € | 150 € |
| 14. | eMail Singles Day 24 | 1,5k | 82,14% | 30,30% | 0,00% | null | 0 € |
Demand
+ 17,33%
Fcst: 41.516 €
48.710 €
Open Rate
- 25,00%
Fcst: 16,00%
12,00%
CTR
+ 31,29%
Fcst: 11,41%
14,98%
Purch. Rate
+ 28,57%
Fcst: 0,07%
0,09%
AOV
+ 4,23%
Fcst: 96,56 €
100,64 €
Margin
+ 11,63%
Fcst: 43,00%
48,00%
Demand
+ 12,62%
Fcst: 43.820 €
49.350 €
Open Rate
- 23,74%
Fcst: 15,63%
11,92%
CTR
+ 28,00%
Fcst: 11,75%
15,04%
Purch. Rate
+ 12,50%
Fcst: 0,08%
0,09%
AOV
+ 4,95%
Fcst: 96,95 €
101,75 €
Margin
+ 11,63%
Fcst: 43,00%
48,00%
Demand
+ 16,03%
Fcst: 40.180 €
46.620 €
Open Rate
- 23,96%
Fcst: 15,65%
11,90%
CTR
+ 31,98%
Fcst: 11,29%
14,90%
Purch. Rate
+ 28,57%
Fcst: 0,07%
0,09%
AOV
+ 6,52%
Fcst: 94,32 €
100,47 €
Margin
+ 11,63%
Fcst: 43,00%
48,00%
Analysis Hub
Tests & Insights
Project cards for automation, migrations, forecasting, AI, and CRM-adjacent data products.
Trigger Automation
Inhouse Trigger Solution
Replacement of an expensive external trigger solution with a flexible inhouse setup across four touchpoints.
Price Drop Alerts, Abandoned Basket Recovery, Product Recommendations, Category Recommendations
Oracle Responsys plus SQL-based data flows
Automated data import and real-time trigger logic
Multi-market capability for 2 countries
500k EUR annual savings
Higher conversion through personalized triggers
Full control over timing and content
Platform Migrations
Oracle to Yesmail and Back
Two full platform migrations including data mapping, template migration, and workflow transfer.
Migration 1: Oracle to Yesmail
Migration 2: Yesmail back to Oracle Responsys
Template and workflow adjustments with lessons learned
Stakeholder management during parallel operations
Faster go-live during the return migration
Improved data-flow structure through platform experience
Quick wins identified early
Customer Intelligence
Unified Customer Profile
SQL-based customer profile across several systems as a single customer view.
Automated import from controller systems
Enrichment with behavioral and transactional data
Single customer view for segmentation
Real-time Data Sync plus Data Quality Checks
360-degree customer view
More precise segmentation
Better personalization and conversion
Forecast & Analytics
Python-Based Forecasting Method
Custom analytics and forecasting logic for email performance instead of shallow standard reporting.
Python with Pandas and NumPy
Trend building, forecasting, and weekday analysis
Content-Performance-Deep-Dive
Automated reporting dashboards
Data-driven decisions instead of gut feeling
Optimized send timing
Better campaign planning
Inbox Innovation
Google Annotations
Visible promotion information directly in the Gmail inbox before the email is opened.
Schema.org structured data in the template
Logo, promotion details, and validity period in the inbox
Template-native technical implementation
Higher visibility in crowded inboxes
Better conversion before the open
More professional brand presentation
Template Engineering
Responsive Templates & Freemarker
Modular and fully responsive email templates for marketing and transactional communication.
Mobile-First responsive Templates
Cross-client testing for Outlook, Gmail, and Apple Mail
Freemarker for dynamic content
Reusable template modules
Higher technical stability
More personalization on template level
Faster reuse
Promotion Automation
Flash Sales & Dynamic Promotions
Automated flash-sale mechanics with triggers, promotion logic, and inventory checks.
Automated flash-sale triggers
Dynamic promotion integration in trigger emails
Real-time Inventory-Check
Countdown timers generated automatically
Faster time to market
More urgency and conversion
Fewer manual errors
Process Automation
Excel Macros for Sigma Workflows
VBA-based data transformation for promotion management instead of manual preparation.
Automated data preparation from several sources
Transformation into the Sigma import format
Multi-country capability for DE, UK, FR
2 hours saved per promotion per country
1,022 hours saved annually
Scalable to further markets
AI in Production
AI Optimization for Subject Lines
AI logic already used in production for subject lines and preheaders in Germany and the UK.
AI models for subject-line generation
Automated A/B testing
Language-specific optimization for DE and UK
Performance tracking and continuous improvement
Higher open rates
More relevance through AI personalization
Less manual effort
Customer Profile
DE/UK - Enhanced Customer Profile Analysis
Tailor marketing campaigns to specific interests, increasing engagement and conversion rates.
Example: target customers with top category "WM SWIMWEAR" through dedicated swimwear emails.
| E-Mail Use | Revenue | Orders | Units | Avg. Value | Top Category | Second Category | Third Category | Last Order | Avg Days | Customer Value (3Y) | CLV (5Y) |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 38,5k | 371 € | 12 | 23 | 41,18 € | 3 - WM KNIT TOPS | 34 - WM KNIT TOPS | 12 - MN BOTTOMS | 12.02.2024 | 35 | 123 € | 615 € |
| 46k | 1.121 € | 18 | 20 | 62,27 € | 24 - WM BOTTOMS | 23 - WM WOVEN TOPS | 9 - WM KNIT TOPS | 11.03.2024 | 17 | 180 € | 929 € |
| 45,6k | 180 € | 4 | 5 | 45,12 € | 21 - WM SWEATERS | 34 - MN KNIT TOPS | 33 - WM KNIT TOPS | 07.02.2024 | 66 | 135 € | 673 € |
| 54,4k | 163 € | 4 | 5 | 40,84 € | 15 - MN CASUAL SHIRTS | 23 - WM WOVEN TOPS | 14 - MN SLEEPWEAR | 24.09.2023 | 56 | 122 € | 610 € |
| 65,1k | 198 € | 3 | 3 | 66,11 € | 33 - WM KNIT TOPS | 56 - WM FOOTWEAR | 9 - WM OUTERWEAR | 10.03.2024 | 161 | 197 € | 987 € |
| 69,2k | 207 € | 5 | 6 | 41,34 € | 12 - MN BOTTOMS | 14 - MN SLEEPWEAR | 15 - MN WOVEN SHIRTS | 16.03.2024 | 61 | 125 € | 617 € |
| 76,9k | 140 € | 3 | 6 | 46,78 € | 15 - MN CASUAL SHIRTS | 34 - MN KNIT TOPS | 22 - MN SWEATERS | 20.08.2023 | 20 | 140 € | 698 € |
| 89,6k | 197 € | 4 | 4 | 49,26 € | 56 - WM FOOTWEAR | 24 - WM BOTTOMS | 33 - WM KNIT TOPS | 13.11.2023 | 50 | 147 € | 735 € |
| 101,3k | 248 € | 6 | 8 | 41,51 € | 33 - WM KNIT TOPS | 12 - MN BOTTOMS | 19 - WM FOOTWEAR | 07.10.2023 | 6 | 185 € | 824 € |
| 116k | 150 € | 4 | 6 | 37,61 € | 36 - WM KNIT TOPS | 12 - MN BOTTOMS | 17 - MN DRESSSHIRTS | 03.06.2023 | 0 | 112 € | 561 € |
Use Case
Sales Forecasting
Order frequency and average days between purchases support more precise inventory planning and forecasting.
Use Case
Customer Segmentation
Revenue and order counts enable clear segmentation of high-value and occasional buyers.
Use Case
Product Cross-Selling
Secondary and tertiary category insights reveal relevant cross-sell options such as "WM FOOTWEAR" or "MN SLEEPWEAR".
Use Case
Enhanced Customer Retention
Last-order data identifies at-risk customers early enough to trigger re-engagement before potential churn.
Coming Soon
CRM Intelligence Roadmap
Planned extensions that turn customer behavior, campaign signals, product patterns, and data quality into guided CRM decisions.
Roadmap Scope21planned intelligence modules
Unify profile, behavior, lifecycle, campaign, and product context into one decision layer.
Retention, content AI, decisioning, commerce, monitoring, governance, and data quality.
Move from reporting what happened to recommending the next best action before performance changes.
Customer Core01
360 Customer Intelligence
A unified customer intelligence layer connecting behavior, purchase rhythm, channel affinity, and lifecycle context.
Retention02
Churn Signals Before Cancellation
Detect early behavioral patterns that indicate churn risk before customers actively unsubscribe or disengage.
Personalization03
Channel Preference Learning System
Learn whether each customer responds best to email, CRM, promotion-heavy content, product inspiration, or mixed journeys.
Governance04
Automated Reputation Monitor
Monitor deliverability and sender reputation signals to protect inbox placement before campaign performance drops.
Commerce05
Cross-Sell Timing Detection
Identify when a customer is most likely to accept a complementary product offer based on recent purchase behavior.
Content AI06
Dynamic Subject Line Variants
Generate and test subject-line variants based on campaign goal, customer segment, product category, and lifecycle stage.
Lifecycle07
Lifecycle Stage Detector
Classify customers into lifecycle stages automatically and adapt CRM messaging to their current journey state.
Retention08
Reactivation Timing Optimization
Recommend the best timing window for reactivation messages based on prior purchase cadence and inactivity depth.
Decisioning09
Predictive Next-Best-Action in CRM
Recommend the next best action per customer or segment, including offer, channel, cadence, and content direction.
Governance10
Automated Unsubscribe Reason Analyzer
Cluster unsubscribe reasons and behavioral context to reveal preventable friction in cadence, content, or relevance.
Content AI11
Content Performance Feedback Loop
Feed campaign outcomes back into planning so successful products, hooks, and creative angles influence future sends.
Retention12
Purchase Rhythm Deviation Detection
Detect when customers deviate from their normal buying rhythm and trigger retention or inspiration actions.
Customer Core13
RFM Drift Monitor
Track Recency, Frequency, and Monetary drift over time to identify customers moving into higher or lower value bands.
Commerce14
Product Combination Patterns
Discover frequently connected product combinations that can improve recommendations, bundles, and cross-sell logic.
Governance15
Segment Overlap Analysis
Expose overlapping segments, conflicting targeting rules, and cannibalization risk across audiences.
Personalization16
Seasonal Individual Behavior
Learn customer-specific seasonal patterns instead of relying only on generic campaign-calendar assumptions.
Decisioning17
Silent-Before-the-Storm Detector
Identify quiet behavioral phases that often precede a buying spike, churn event, or major engagement shift.
Commerce18
Campaign Cannibalization Analysis
Detect when campaigns compete for the same demand instead of creating incremental revenue.
Monitoring19
KPI Anomaly Detection
Flag unusual movements in demand, open rate, CTR, conversion, margin, and unsubscribe metrics automatically.
Decisioning20
Cross-Channel Attribution Patterns
Reveal recurring attribution patterns across channels to understand which touchpoints support conversion.
Data Quality21
Customer Profile Data Gap Detection
Identify missing, stale, or inconsistent customer-profile fields before they weaken segmentation and personalization.
Weekly Briefing
Week 9 Performance Briefing
What to do this week: frame the forecast, set the promotion focus, and prioritize the strongest category levers.
Both clusters show the strongest mix of forecast, historical demand, and category signal.
Then switch to bundle and free shipping mechanics to protect margin and basket value.
This keeps the week plannable and separates newsletter production cleanly.
Week 9 Forecast
219k EUR
+6.2% vs Week 8
Planned Sends
14 x 2
7 days x AM/PM x Women/Men
Active Promotions
3
this week
Recommended Products
8
across 4 categories
AI Category Recommendations
Focused product clusters with short rationale and visual previews instead of long raw tables.
WM KNIT TOPShigh
Highest CLV correlation in the customer profile analysis. 35% of top customers have this as their primary category.
+12.3%
Women's Cashmere Turtleneck Sweater453221189.99 EUR
Top seller in week 7 with high repeat-purchase rate
Merino V-Neck Cardigan461338149.99 EUR
Strong flash-sale performance (+19% CNV)
MN OUTERWEARhigh
Seasonal spring-transition trend. Historical demand is +8.5% in week 9 vs week 8.
+8.5%
WM SLEEPWEARmedium
Below-average Q4 performance (-6.01%). Reactivation potential among existing customers.
+5.2%
MN CASUAL SHIRTSmedium
Click rate +0.64% vs LY in Promotion Insights. Good engagement despite lower demand.
+4.1%
Promotions This Week
Active offers for this week, separated from the core briefing flow.
| Name | Type | Value | Start | End | Segment | Code |
|---|---|---|---|---|---|---|
| Spring Preview 20% | percentage | 20% | Monday | Wednesday | Active Buyers (90d) | SPRING20 |
| Free Shipping Weekend | freeShipping | from 49 EUR | Friday | Sunday | All Subscribers | FREEWEEK |
| Outerwear Bundle Deal | bundle | 2 for 199 EUR | Thursday | Saturday | MN Category Buyers | BUNDLE199 |