Recommendations & Actions
What marketing, project sales, showroom, and category managers should actually do this week. Rule-based; every card cites its data.
Budget (2)
Shift €4.5k/week from Meta tiles to Google Ads parquet
Parquet ROAS (7.4x) far exceeds tile ROAS (2.0x). Tiles category absorbing budget without yield.
- Based on
- Campaign ROAS + attributed revenue (time-decay).
- Expected impact
- +€18k/mo attributed retail revenue.
Increase Google Local/Maps budget by 30%
Local/Maps drives 1,840 showroom-visit-intent events on €3.6k spend. Best showroom-lift channel.
- Based on
- Lift module + intent events.
- Expected impact
- +~520 incremental footfall/mo.
Campaign (2)
Cut 'Laminate — Tarkett DIY'
ROAS 1.5x and falling. Creative fatigue, CPC +38% in 14d.
- Based on
- ROAS threshold (2.0) + CPC trend.
- Expected impact
- Free €4.1k/wk for reallocation.
Refresh creative on 'Sanitary — Showroom Visit'
Rage-click rate 9% on the landing page; assets stale 8 weeks.
- Based on
- Clarity + creative age.
- Expected impact
- Lift ROAS from 1.6x to ~3x.
Category & Brand (2)
Push BerryAlloc co-marketing in Q2
BerryAlloc growth –8%, vinyl category +21% online. Brand under-indexes on its winning channel.
- Based on
- Category vs brand trend divergence.
- Expected impact
- +€32k/qtr if matched to category growth.
Migrate accessory SKUs (mosaics, small sanitary) to self-serve
High e-commerce share, low project share, low showroom AOV uplift.
- Based on
- Category channel mix.
- Expected impact
- Free ~14% of showroom staff time.
Account (2)
Re-engage Rīga Atelier (dormant 62 days)
€78k trailing revenue, no activity in 62 days. Trigger account-manager outreach.
- Based on
- Account dormancy threshold (60d).
- Expected impact
- Protect ~€18k/qtr.
Propose flooring cross-sell to contractor 'BūvFlex'
First tile order placed; no flooring engagement yet. Profile matches cross-sell pattern.
- Based on
- First-order category + lookalike pattern.
- Expected impact
- +€12k/qtr expected.
Showroom (2)
Restock parquet samples — Boen Spring range
Sample requests +34%, but stock dropped below buffer last week.
- Based on
- Sample funnel + inventory feed.
- Expected impact
- Avoid ~€8k lost conversion.
Trial weekend designer event in May
Footfall–to-sale conversion is dropping; designer-led visits convert 2.3x better.
- Based on
- Conversion split by customer type.
- Expected impact
- Recover 5–8 pp of conversion.