Zoho Analytics BI layer for a multi-brand product company
A four-brand operation had no unified view of profitability, sales performance, or inventory health. We built a complete analytics layer in Zoho Analytics, from channel-level P&L to real-time stock coverage projections.
Four brands, dozens of data sources, and zero unified reporting.
The company had data scattered across Zoho Inventory, Zoho CRM, Facebook Ads, Google Ads, and Zoho Voice, but no way to answer basic questions about channel profitability, marketing ROI, or inventory runway.
No channel profitability view
Revenue, COGS, and operating expenses were tracked in aggregate. Leadership had no way to see which sales channel (retail, wholesale, marketplace) was actually profitable, or losing money.
Ad spend disconnected from revenue
Facebook and Google ad spend data lived in separate platforms. There was no way to see weekly sales alongside the ad dollars that drove them, broken down by product category.
Blind inventory planning
Stock levels were checked manually. No one could answer “how many weeks of coverage do we have for this SKU?” without a spreadsheet and 30 minutes of work.
Four dashboard systems, one analytics workspace
All four systems run inside a single Zoho Analytics workspace with live data syncs. Every query is built using SQL query tables with config-driven allocation rules, no hardcoded values, no manual updates.
A chain of 11 SQL query tables that splits the entire P&L. revenue, COGS, operating expenses, and non-operating items. across three sales channels plus an unallocated bucket. All allocation rules are stored in a config table that business users can edit without touching SQL.
- Revenue allocated by salesperson, vendor, and account name mapping
- COGS split dynamically using actual purchase order cost weighting, not revenue percentages
- Payroll allocated by employee-level channel percentages (36+ employees)
- Ad spend, commissions, and payment processing split by configurable rules
- Config table changes take effect immediately on refresh, no SQL rebuilds
- Interactive pivot report with date range filtering
A four-query system that unifies Facebook Ads, Google Ads, Zoho Inventory invoices, payment data, and CRM pipeline into a single weekly KPI view. Two dashboard variants: one by product category, one by brand.
- Ad spend from Facebook and Google merged with manual spend entries
- Channel derived automatically from sales order number patterns
- Calendar scaffold ensures weeks with zero sales still appear in the dashboard
- CRM pipeline metrics (weighted pipeline, won/lost deals) joined per brand per week
- Dealer and wholesale transactions excluded from retail KPIs automatically
- De-duplication logic prevents double-counting when aggregating across line items
An 11-query system that tracks each SKU against monthly sales plans, computes stock coverage in 4/6/8-week windows, and projects runway using daily plan rates. All queries use dynamic dates, no hardcoded values.
- Monthly plan imported and expanded to daily granularity for precise coverage calculations
- YTD actuals vs plan comparison updates automatically every day
- Stock on hand + in-transit combined for accurate coverage projections
- Multi-window analysis: “Do we have enough stock for the next 4, 6, or 8 weeks?”
- Custom date range picker for ad-hoc coverage analysis
- Six interactive pivot reports for different analysis angles
Two reports built on Zoho Voice data that give management visibility into how inbound calls are being handled. Agent-level pickup rates and a per-call missed-call callback tracker with response time measurements.
- Pickup rate broken down by outcome: answered, missed, voicemail, busy
- Per-agent performance visible at a glance
- Missed call callback tracker: was the call returned, by whom, and how quickly?
- Built around Zoho Analytics SQL limitations (no GROUP BY at top level, no JOIN inequalities)
- Time-matching logic handles the offset between Voice and CallLog timestamps
What changed after deployment
From zero analytics to full operational visibility across the entire business.
P&L by channel, updated live
Leadership can now see exactly which sales channel is profitable and which is marginal, with revenue, COGS, and OpEx broken down to the account level.
Ad spend and revenue in one view
Weekly dashboards show Facebook + Google spend alongside invoiced revenue and cash received, broken down by product category and brand.
Stock coverage projections by SKU
The team can now see at a glance which SKUs have 8+ weeks of runway and which are about to stock out. updated daily from live inventory data.
Agent call performance tracked
Management has visibility into which agents are picking up calls, which are missing them, and whether missed calls are being returned, and how fast.
Config-driven, no-code updates
Business users can add new salesperson mappings, adjust payroll splits, or reclassify accounts by editing a config table, no SQL knowledge required.
One workspace, all four brands
All analytics run in a single Zoho Analytics workspace with brand-level filtering. Adding a fifth brand requires zero query changes.
What powers it
Analytics Platform
Zoho Analytics · SQL Query Tables · Pivot Reports · Config-driven allocation tables · REST API for imports
Data Sources
Zoho Inventory · Zoho CRM · Zoho Voice · Facebook Ads · Google Ads · Manual spend entries
Automation
Python scripts for config imports · Query table rebuilds via Zoho API · Dynamic date functions (CURDATE) · Live sync schedules
Need analytics for your Zoho stack?
Whether it is channel profitability, marketing ROI, inventory coverage, or team performance. we build analytics systems that give you answers without spreadsheets.
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