Analytics Portal 10-26-2017.

Analytics Portal

Agenda [Introduction] What is the Analytics Portal?
[Cheat Sheet] What can I do? [Step-by-Step Guide] How do I use the Analytics Portal? Frequently Asked Questions Definitions

WHAT IS THE ANALYTICS PORTAL? “Know Your Business, Grow Your Business”
Introduction What is the Analytics Portal? WHAT IS THE ANALYTICS PORTAL? “Know Your Business, Grow Your Business” A one-stop portal with all the information you need to understand and improve your business Understand your overall performance on various metrics to focus on improvement areas Zoom into SKU-level data to help you gain valuable business insights Stay updated on what customers are interested in

Cheat Sheet What can I do? ANALYTICS PORTAL - CHEAT SHEET ACTIONS
Restock products Reduce price Join campaign Subscribe to Fulfilment by Lazada Create new product listings Update product details/ better pictures Which SKU to focus on? Lists available on My SKUs and My Highlights Top selling SKUs out of stock/ going out of stock Uncompetitively priced SKUs with high page views and low conversion/ sales Top selling SKUs SKUs with slow shipping time Products from top brands/ top categories Not performing SKUs with high page views and competitive price Top wish-listed SKUs that are out of stock Top wish-listed SKUs with uncompetitive price Not performing SKUs with low page views and competitive price Top wish-listed SKUs with low sales/ conversion SKUs with high returns Purpose Maximise revenue Increase conversion Increase traffic Improve operational performance Diversify assortment Increase sales

Overview How to Use the Analytics Portal?
Access the Analytics Portal through Seller Center through the Analytics Tab. You will see a dropdown for ‘Analytics Portal’, where you will see six tabs. 1 My Dashboard Summary of your performance and day to day revenue My Highlights Snapshot of your top performing SKUs, not performing SKUs, top SKUs (out of stock/ going to be out of stock) and uncompetitive SKUs My SKUs Display all the SKUs’ details and what are the key actions you should take to drive sales My Top Brands/ Categories Display the performance of your brands and categories Definitions List of definitions of the metrics in the Analytics Portal 2 3 4 5

Step-by-Step Guide How to Use the Analytics Portal? My Dashboard
My Highlights My SKUs My Top Brands/Categories Definitions

Step-by-Step Guide How to Use the Analytics Portal?
My Dashboard gives you an overall view of your performance. You can filter your data by: Date Brand Category (up to Category 3) Language You will see: Key performance metrics Assortment breakdown Sales Evolution in the last 30 days Filters 1 2 3 1 2 3

Key Performance Metrics tell you how well you are doing in terms of generating business, as well as operationally. Current performance of the period selected by the date filter is displayed, with a comparison to the previous similar period. For example, if L30 days was chosen, it reflects the comparison between L30 and the 30-day period prior to L30. Refer to slide 28 and 29 for definitions of metrics. 1 Metrics include Gross Revenue Orders % Out of Stock SKUs % Competitive SKUs Views Conversion Rate Total items shipped % shipped in same day/ 24 hours/ 48 hours Cancellations Returns

2 My Assortment gives you a breakdown of your purchasable SKUs, namely: Viewed SKUs (SKUs that have page views with no sales in the specified period） Selling SKUs SKUs with at least 1 order in the specified period Others All other SKUs that are active & have stocks at the date this report was generated 3 Sales Evolution shows your sales trend in the last 30 days in a bar chart. You can compare this to Conversion Rate, Views or Average Selling Price by clicking on the title of the vertical axis. 2 3

Top selling SKUs out of stock/
Step-by-Step Guide How to Use the Analytics Portal? My Highlights sifts out the most important data you need from the portal. As before, you can filter data by date, brand and category. You will also see four key lists of SKUs you should pay attention to. These are your: Top selling SKUs Top selling SKUs out of stock/ going out of stock Not performing SKUs Uncompetitive SKUs Key actions you can take on these SKUs include promoting products, restocking, updating product details/ pictures and lowering price. Filters 50 10 Top selling SKUs Top selling SKUs out of stock/ going out of stock 1 2 1 2 3 Not performing SKUs Uncompetitive SKUs 3 4 4 50

Step-by-Step Guide How to Use the Analytics Portal? ‘Top Selling SKUs’
The ‘Top Selling SKUs’ tab lists your SKUs by highest to lowest revenue. 50 10 1 Possible Actions: PROMOTE PRODUCTS: Join a campaign to ride on customer interest

‘Top Selling SKUs: Out of Stock/ to be out of stock’ This tab lists all SKUs out of stock or projected to go out of stock in 7 days, arranged by descending revenue. 50 10 2 Possible Actions: RESTOCK: Stock up on SKUs that generate the highest revenue first to minimise revenue lost due to out of stock

‘Not Performing SKUs’ This tab lists all SKUs with zero sales, in descending order of page views 50 10 Possible Actions: UPDATE PRODUCT DETAILS/ BETTER PICTURES: For SKUs with high page views and zero sales despite high stock and competitive price, add details/ pictures to help customers make the purchase decision 3

‘Uncompetitive SKUs’ This tab lists all SKUs which are uncompetitively priced (priced higher than the lowest price available on competitor sites), in descending order of page views. 50 10 Possible Actions: LOWER PRICE: If the lowest price is reasonable, match competitor price, especially for items with high page views 4

Select the type of list you would like to look at
Step-by-Step Guide How to Use the Analytics Portal? My SKUs gives more details and additional lists. You can export the data for further analysis and internal reporting. The four lists from My Highlights are available, with more data columns. Export Table: All data can be exported to Excel Please make sure your pop-up blocker is disabled before exporting data On top of the four lists above, four additional lists are available: SKUs with slow shipping time SKUs with high cancellations SKUs with high returns Top wish-listed SKUs Select the type of list you would like to look at

What are the additional data columns in My SKUs compared to My Highlights? Recommended actions Operational data Number of times an item was wish-listed 1 2 3 2 Operational data includes Total items shipped Items shipped within same day Items shipped within 24 hours Items shipped within 48 hours Cancellations Returns 3 Wishlist indicates the number of times customers have wish-listed the product Action: USE FULFILMENT BY LAZADA or other means to streamline operations; ADD PRODUCT DETAILS/ PICTURES to reduce returns Action: RESTOCK, REDUCE PRICE, ADD PRODUCT DETAILS OR JOIN CAMPAIGN 1 Action that you should take based on stocks, pricing and traffic data: - RESTOCK  when stocks are low - REDUCE PRICE  when price is uncompetitive - IMPROVE CONTENT when conversion rate is low

Step-by-Step Guide My Dashboard My Highlights My SKUs
How to Use the Analytics Portal? My Dashboard My Highlights My SKUs My Top Brands/Categories Definitions

My Top Brands/ Categories helps you identify your top-performing brands/ categories. Analyse the breakdown of revenue, items sold and page views across your brands and categories. Toggle between Brand view and Category view % of Revenue: Split of revenue by brands/ categories % of Items Sold: Split of items sold by brands/ categories Click on Expand button to view Products under Brands/ Categories % of Views: Split of page views by brands/ categories

Frequently Asked Questions
Answer 1 How often is data refreshed? Data in the Analytics Portal is refreshed on a daily basis in the morning. 2 Why don’t I see all my SKUs? SKUs with zero sales and less than ten page views are excluded from display to optimize performance of the app. However, this exclusion does not affect aggregate performance metrics. 3 How is lowest price determined? Lazada’s Pricing team has developed an algorithm tracking key competitor sites for similar SKUs, with adjustments for differences in warranty, discounts and attributes (e.g.. Color). The comparison price is refreshed daily for popular SKUs and within a few days to a week for other SKUs. 4 What is the currency displayed? All revenue and price figures are displayed in local currency. 5 Why does my exported data not match the data shown in the Portal? The format of exported data is standardised. It displays your top 50,000 SKUs. All data columns available in the Analytics Portal are shown in the exported data, although not in the exact same order. 6 Why are there only five types of recommended actions on the Portal? These are the five basic actions for beginner users of the Analytics Portal. As you become familiar with the tool, you will be able to analyse the data for your specific business needs. 7 I want more information. How can I get it? Please direct any further questions to the Partner Support Center.

Definitions (1) Metric Definition Why It Matters Revenue
Gross Revenue before returns, refunds and vouchers Monitor your revenue trends Understand which SKUs contribute the most to your revenue Orders Gross orders/ items sold before returns, refunds and vouchers Understand which SKUs contribute the most to items sold, in comparison to revenue % Out-of-stock % of selling assortment out-of-stock weighted by SKUs sales Ensure assortment is well-stocked to maximise revenue Revenue lost due to Out of Stock Lost revenue per day in the specified period for the products are out-of-stock Price Competitiveness % of assortment that is competitive compared to matching SKUs on other platforms, weighted by page views Keep prices competitive Page Views Number of times customers have viewed the product page across web and app Find out if there is sufficient traffic to your product. If there is, how can you maximise conversion? If there isn’t, how can you increase traffic? Conversion Rate Items sold divided by page views of those products across web and app Find out if conversion rate is healthy for your category. If it isn’t, how can you increase conversion? If it is, how can you increase traffic to maximise sales? # Shipped Total Total items shipped in selected period Overview of volume of operations Shipped in same day Items shipped within the same calendar date during selected period as % of all items shipped in selected period. Understand and improve shipping time Shipped in 24 hours Items shipped within 24 hours during selected period as % of all items shipped in selected period. Shipped in 48 hours Items shipped within 48 hours during selected period as % of all items shipped in selected period.

Definitions (2) Metric Definition Why It Matters Cancellations
Cancelled items during the selected period Monitor and reduce cancellations Returns Items returned during the selected period Monitor and reduce returns Items sold Items sold before returns, refunds and vouchers Understand which SKUs contribute the most to items sold, in comparison to revenue Wishlist Number of times an item is wish listed during the selected period Monitor items that customers wish listed but did not purchase; identify and address reasons why Stock Current stock count Monitor stock to minimise revenue lost due to OOS Days to Out of Stock Projected number of days to out-of-stock based on past sales history Current Price Current price of the SKU Compare price to competitors Lowest Price Found Lowest price found for the same SKU on other platforms (hyperlinked) Compare price to competitors and check if price is reasonable. If it is, consider reducing your price to match or beat competition. Price vs Lowest % of assortment that is not competitive compared to matching SKUs on other platforms Filter to see uncompetitive products

Thank you “This material is subject to copyright and shall not be reproduced, republished, uploaded, posted, transmitted or otherwise distributed in any way, without the prior written permission of Lazada South East Asia Pte Ltd. Such permission shall be deemed if (1) You provide a source backlink to the URL on which this material is found; and (2) You place the following credit on the website containing the material: “© Lazada South East Asia Pte Ltd, [2017]”

Analytics Portal 10-26-2017.

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