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Choose the chart that fits the question. Each one responds to hover and focus, can be operated by keyboard and ships with an equivalent data table.
A portfolio built around the question
Revenue bridges use waterfalls, seasonality uses heatmaps, retention uses cohorts, and composition uses treemaps. Colour is never the only signal: shape, pattern and label carry the same meaning for readers who cannot rely on hue.
Illustrative synthetic data
Revenue bridge steps, in synthetic thousand units
| Step | Value |
|---|---|
| Prior period | 14825 |
| Volume | 412 |
| Mix | 96 |
| New customers | 205 |
| Returns | -138 |
| Current period | 15400 |
- Prior-period net revenue starts the bridge at 14,825 thousand units.
- Volume adds 412 and mix adds 96.
- New customers add 205, while returns subtract 138.
- Current net revenue closes at 15,400 thousand units.
Illustrative synthetic data
Net revenue by region and month, in synthetic thousand units
| Region | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| North | 310 | 304 | 314 | 334 | 348 | 362 | 364 | 362 | 362 | 380 | 408 | 428 |
| South | 261 | 278 | 295 | 300 | 301 | 304 | 325 | 356 | 379 | 336 | 333 | 346 |
| East | 302 | 302 | 298 | 296 | 312 | 338 | 356 | 308 | 300 | 308 | 326 | 338 |
| West | 230 | 235 | 258 | 291 | 316 | 275 | 274 | 289 | 314 | 333 | 352 | 359 |
- Rows are the four regions, columns are months one to twelve.
- Monthly totals rise from 1,103 in month one to 1,471 in month twelve.
- The last months of the year are the strongest in every region.
- All cells together add up to 15,400 thousand units.
Illustrative synthetic data
Retention by cohort and period, in percent
| Cohort | 0 | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|---|
| Cohort 1 | 100 | 71 | 58 | 49 | 44 | 41 |
| Cohort 2 | 100 | 73 | 60 | 52 | 46 | |
| Cohort 3 | 100 | 70 | 57 | 50 | ||
| Cohort 4 | 100 | 74 | 61 | |||
| Cohort 5 | 100 | 72 | ||||
| Cohort 6 | 100 |
- Six cohorts bring in 839 new customers in total.
- Every cohort starts at 100 percent in its first period.
- The sharpest drop comes after the first period, to between 70 and 74 percent.
- The oldest cohort settles at roughly 41 percent by the sixth period.
Illustrative synthetic data
Flow links from source to audience, in synthetic units
| From | To | Value |
|---|---|---|
| Orders database | Sales dataset | 620 |
| CRM | Sales dataset | 140 |
| CRM | Customer dataset | 180 |
| Files | Customer dataset | 90 |
| Sales dataset | Net revenue | 760 |
| Customer dataset | Repeat rate | 270 |
| Net revenue | Executives | 460 |
| Net revenue | Operations | 300 |
| Repeat rate | Executives | 120 |
| Repeat rate | Operations | 150 |
- An orders database, a CRM and files are the three sources.
- They feed the sales and customer datasets.
- Those datasets resolve into the net revenue and repeat rate metrics; net revenue receives 760 units from sales, 620 of them from the orders database.
- Net revenue then feeds executives with 460 units and operations with 300.
Illustrative synthetic data
Net revenue by region, in synthetic thousand units
| Region | Value |
|---|---|
| North | 4276 |
| South | 3814 |
| East | 3784 |
| West | 3526 |
- The north leads with 4,276 thousand units.
- The south follows with 3,814 and the east with 3,784.
- The west is lowest at 3,526.
- The four regions together total 15,400 thousand units.
Illustrative synthetic data
Net revenue by product line, in synthetic thousand units
| Product line | Value |
|---|---|
| Home | 4792 |
| Fashion | 4153 |
| Electronics | 3690 |
| Grocery | 2765 |
- Home is the largest product line at 4,792 thousand units.
- Fashion contributes 4,153 and electronics 3,690.
- Grocery is the smallest at 2,765.
- Rectangle area is proportional to net revenue.
Illustrative synthetic data
Monthly net revenue and margin, in synthetic thousand units and percent
| Month | Net revenue (synthetic thousand units) | Margin (%) |
|---|---|---|
| 1 | 1103 | 21.4 |
| 2 | 1119 | 22.1 |
| 3 | 1165 | 22.8 |
| 4 | 1221 | 21.6 |
| 5 | 1277 | 22.3 |
| 6 | 1279 | 23 |
| 7 | 1319 | 21.8 |
| 8 | 1315 | 22.5 |
| 9 | 1355 | 23.2 |
| 10 | 1357 | 22 |
| 11 | 1419 | 22.1 |
| 12 | 1471 | 20.9 |
- Bars show net revenue for each of twelve months.
- Revenue climbs from 1,103 in month one to 1,471 in month twelve.
- The line shows margin, which stays between 20.9 and 23.2 percent.
- Twelve months add up to 15,400 thousand units.