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Compatible with the following data sources:
Google Analytics 4
What this report is about
The Product mix modelling report assists in evaluating the demand for products, brands, and categories through both snapshot analysis and longitudinal analysis. The report allows you to evaluate the performance of products, brands, and categories by comparing their demand over time. It provides a snapshot analysis of estimated demand and identifies trends in demand growth or decline. By understanding these trends, you can make informed decisions about marketing strategies, product promotions, and resource allocation. The report helps you identify which products, brands, or categories are experiencing surges in demand and which ones may require further attention or optimization.
It achieves this by employing the MACD (Moving average convergence divergence) methodology, which is specifically designed to compare short-term and medium-term trends.
MACD (Moving average convergence divergence): MACD is a trend-following momentum indicator. It is calculated using two moving averages: a short-term and a long-term exponential moving average.
In the context of this report, the short term refers to the previous 7 days, while the medium term refers to the previous 30 days. If the estimated short-term demand is increasing at a greater rate than the medium-term demand, it indicates a surge in product demand, and vice versa.
How to use this report
To benefit from the Product mix modelling report, you need to follow these steps: