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Retail Revenue Intelligence

dunnhumby Complete Journey711 daysweeks 1–102

2,595,732 transactions2,500 households

Investigate · campaign effects

Did the campaign change spending?

What a campaign changed in weekly household spend: the estimate, its uncertainty and what it assumes. SQL builds the comparison and a difference-in-differences model estimates the effect — no language model produces an estimate.
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What these numbers mean: calendar, panel and revenue basis

Calendar basis: the source records day 1–711 with no published start date. Day 1 is anchored to Wednesday 2015-01-07 so day 6 falls on a Monday, matching the source WEEK_NO rule (day + 8) / 7. Elapsed intervals, month boundaries and year-over-year comparisons are real; weekday labels are a modelling convention and carry no meaning.

Panel basis: this is a household panel, not an acquisition funnel. 99.8% of households make their first purchase within 180 days of a 711-day window (median day 69), so calendar-month cohorts would contrast early recruits against six stragglers. Retention is reported on relative tenure — each household on its own timeline from its first purchase.

Revenue basis: sales_value is the net amount charged. gross_value = sales_value − retail_disc, where retail_disc is stored negative. Returns appear as quantity ≤ 0, never as negative money. 23,101 rows record weighted goods in grams and are excluded from unit counts.