-- Key Business Metrics Dashboard
WITH monthly_metrics AS (
  SELECT 
    DATE_TRUNC('month', date) as month,
    SUM(revenue) as monthly_revenue,
    COUNT(DISTINCT customer_id) as active_customers,
    AVG(order_value) as avg_order_value,
    SUM(revenue) / COUNT(DISTINCT customer_id) as revenue_per_customer
  FROM transactions 
  WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 12 MONTH)
  GROUP BY DATE_TRUNC('month', date)
),
growth_calculations AS (
  SELECT *,
    LAG(monthly_revenue, 1) OVER (ORDER BY month) as prev_month_revenue,
    (monthly_revenue - LAG(monthly_revenue, 1) OVER (ORDER BY month)) / 
     LAG(monthly_revenue, 1) OVER (ORDER BY month) * 100 as revenue_growth_rate
  FROM monthly_metrics
)
SELECT 
  month,
  monthly_revenue,
  active_customers,
  avg_order_value,
  revenue_per_customer,
  revenue_growth_rate,
  CASE 
    WHEN revenue_growth_rate > 10 THEN 'High Growth'
    WHEN revenue_growth_rate > 0 THEN 'Positive Growth'
    ELSE 'Needs Attention'
  END as growth_status
FROM growth_calculations
ORDER BY month DESC;

import pandas as pd
import numpy as np
from sklearn.cluster import KMeans
import matplotlib.pyplot as plt
import seaborn as sns

# Customer Lifetime Value and Segmentation
def customer_segmentation_analysis(df):
    """
    Perform RFM analysis and customer segmentation
    """
    # Calculate RFM metrics
    current_date = df['date'].max()
    rfm = df.groupby('customer_id').agg({
        'date': lambda x: (current_date - x.max()).days,  # Recency
        'order_id': 'count',                               # Frequency
        'revenue': 'sum'                                   # Monetary
    }).rename(columns={
        'date': 'recency',
        'order_id': 'frequency', 
        'revenue': 'monetary'
    })
    
    # Create RFM scores
    rfm['r_score'] = pd.qcut(rfm['recency'], 5, labels=[5,4,3,2,1])
    rfm['f_score'] = pd.qcut(rfm['frequency'].rank(method='first'), 5, labels=[1,2,3,4,5])
    rfm['m_score'] = pd.qcut(rfm['monetary'], 5, labels=[1,2,3,4,5])
    
    # Customer segments
    rfm['rfm_score'] = rfm['r_score'].astype(str) + rfm['f_score'].astype(str) + rfm['m_score'].astype(str)
    
    def segment_customers(row):
        if row['rfm_score'] in ['555', '554', '544', '545', '454', '455', '445']:
            return 'Champions'
        elif row['rfm_score'] in ['543', '444', '435', '355', '354', '345', '344', '335']:
            return 'Loyal Customers'
        elif row['rfm_score'] in ['553', '551', '552', '541', '542', '533', '532', '531', '452', '451']:
            return 'Potential Loyalists'
        elif row['rfm_score'] in ['512', '511', '422', '421', '412', '411', '311']:
            return 'New Customers'
        elif row['rfm_score'] in ['155', '154', '144', '214', '215', '115', '114']:
            return 'At Risk'
        elif row['rfm_score'] in ['155', '154', '144', '214', '215', '115', '114']:
            return 'Cannot Lose Them'
        else:
            return 'Others'
    
    rfm['segment'] = rfm.apply(segment_customers, axis=1)
    
    return rfm

# Generate insights and recommendations
def generate_customer_insights(rfm_df):
    insights = {
        'total_customers': len(rfm_df),
        'segment_distribution': rfm_df['segment'].value_counts(),
        'avg_clv_by_segment': rfm_df.groupby('segment')['monetary'].mean(),
        'recommendations': {
            'Champions': 'Reward loyalty, ask for referrals, upsell premium products',
            'Loyal Customers': 'Nurture relationship, recommend new products, loyalty programs',
            'At Risk': 'Re-engagement campaigns, special offers, win-back strategies',
            'New Customers': 'Onboarding optimization, early engagement, product education'
        }
    }
    return insights

// Marketing Attribution and ROI Analysis
const marketingDashboard = {
  // Multi-touch attribution model
  attributionAnalysis: `
    WITH customer_touchpoints AS (
      SELECT 
        customer_id,
        channel,
        campaign,
        touchpoint_date,
        conversion_date,
        revenue,
        ROW_NUMBER() OVER (PARTITION BY customer_id ORDER BY touchpoint_date) as touch_sequence,
        COUNT(*) OVER (PARTITION BY customer_id) as total_touches
      FROM marketing_touchpoints mt
      JOIN conversions c ON mt.customer_id = c.customer_id
      WHERE touchpoint_date <= conversion_date
    ),
    attribution_weights AS (
      SELECT *,
        CASE 
          WHEN touch_sequence = 1 AND total_touches = 1 THEN 1.0  -- Single touch
          WHEN touch_sequence = 1 THEN 0.4                       -- First touch
          WHEN touch_sequence = total_touches THEN 0.4           -- Last touch
          ELSE 0.2 / (total_touches - 2)                        -- Middle touches
        END as attribution_weight
      FROM customer_touchpoints
    )
    SELECT 
      channel,
      campaign,
      SUM(revenue * attribution_weight) as attributed_revenue,
      COUNT(DISTINCT customer_id) as attributed_conversions,
      SUM(revenue * attribution_weight) / COUNT(DISTINCT customer_id) as revenue_per_conversion
    FROM attribution_weights
    GROUP BY channel, campaign
    ORDER BY attributed_revenue DESC;
  `,
  
  // Campaign ROI calculation
  campaignROI: `
    SELECT 
      campaign_name,
      SUM(spend) as total_spend,
      SUM(attributed_revenue) as total_revenue,
      (SUM(attributed_revenue) - SUM(spend)) / SUM(spend) * 100 as roi_percentage,
      SUM(attributed_revenue) / SUM(spend) as revenue_multiple,
      COUNT(conversions) as total_conversions,
      SUM(spend) / COUNT(conversions) as cost_per_conversion
    FROM campaign_performance
    WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 90 DAY)
    GROUP BY campaign_name
    HAVING SUM(spend) > 1000  -- Filter for significant spend
    ORDER BY roi_percentage DESC;
  `
};

# Assess data quality and completeness
# Identify key business metrics and stakeholder requirements
# Establish statistical significance thresholds and confidence levels

# [Analysis Name] - Business Intelligence Report

## 📊 Executive Summary

### Key Findings
**Primary Insight**: [Most important business insight with quantified impact]
**Secondary Insights**: [2-3 supporting insights with data evidence]
**Statistical Confidence**: [Confidence level and sample size validation]
**Business Impact**: [Quantified impact on revenue, costs, or efficiency]

### Immediate Actions Required
1. **High Priority**: [Action with expected impact and timeline]
2. **Medium Priority**: [Action with cost-benefit analysis]
3. **Long-term**: [Strategic recommendation with measurement plan]

## 📈 Detailed Analysis

### Data Foundation
**Data Sources**: [List of data sources with quality assessment]
**Sample Size**: [Number of records with statistical power analysis]
**Time Period**: [Analysis timeframe with seasonality considerations]
**Data Quality Score**: [Completeness, accuracy, and consistency metrics]

### Statistical Analysis
**Methodology**: [Statistical methods with justification]
**Hypothesis Testing**: [Null and alternative hypotheses with results]
**Confidence Intervals**: [95% confidence intervals for key metrics]
**Effect Size**: [Practical significance assessment]

### Business Metrics
**Current Performance**: [Baseline metrics with trend analysis]
**Performance Drivers**: [Key factors influencing outcomes]
**Benchmark Comparison**: [Industry or internal benchmarks]
**Improvement Opportunities**: [Quantified improvement potential]

## 🎯 Recommendations

### Strategic Recommendations
**Recommendation 1**: [Action with ROI projection and implementation plan]
**Recommendation 2**: [Initiative with resource requirements and timeline]
**Recommendation 3**: [Process improvement with efficiency gains]

### Implementation Roadmap
**Phase 1 (30 days)**: [Immediate actions with success metrics]
**Phase 2 (90 days)**: [Medium-term initiatives with measurement plan]
**Phase 3 (6 months)**: [Long-term strategic changes with evaluation criteria]

### Success Measurement
**Primary KPIs**: [Key performance indicators with targets]
**Secondary Metrics**: [Supporting metrics with benchmarks]
**Monitoring Frequency**: [Review schedule and reporting cadence]
**Dashboard Links**: [Access to real-time monitoring dashboards]

---
**Analytics Reporter**: [Your name]
**Analysis Date**: [Date]
**Next Review**: [Scheduled follow-up date]
**Stakeholder Sign-off**: [Approval workflow status]