How to Analyze Brand Purchase Percentages Across Customer Order History

When customers purchase products from multiple brands in a single order or across their order history, understanding brand distribution becomes essential for inventory planning, marketing strategy, and vendor relationships. This guide shows you how to analyze brand purchase patterns across your customer base using PayHelm's reporting and dashboard features.

Understanding Brand Analytics in PayHelm

PayHelm provides multiple ways to analyze brand performance and customer purchasing patterns:

• Dashboard Charts: Visual breakdowns showing brand distribution across all orders
• Custom Reports: Detailed reports with filtering capabilities for specific brands, SKUs, or product types
• Brand Analytics: Pre-built reports specifically designed for brand performance analysis

Method 1: Using Dashboard Brand Charts

The quickest way to see overall brand distribution across customer purchases is through the Dashboard:

1. Navigate to Dashboard from the main menu
2. Scroll to the Brand chart section (displayed as a pie chart)
3. Use the date range filter at the top to select your desired time period
4. The pie chart displays the percentage breakdown of orders by brand

This view shows you which brands are most popular across all customer orders during the selected date range. The pie chart makes it easy to identify dominant brands and compare relative performance at a glance.

Method 2: Customizing Dashboard Charts

For more detailed brand analysis, you can customize which charts appear on your dashboard:

1. Click the gear icon or settings option in the Dashboard header
2. Select Overview Display Configuration
3. In the configuration panel, navigate to the Charts tab
4. Locate Brand in the chart list and ensure it's enabled
5. You can also enable Category/Collection to see how brand performance varies by product type
6. Click Reorder to save your configuration

The Overview Display Configuration allows you to choose which metrics are most important for your business. Charts can be displayed as pie charts, column charts, or other visualization types depending on the data type.

Method 3: Creating Custom Brand Reports

For analyzing brand purchases at the individual customer level or with specific filtering criteria, create a custom report:

1. Go to Reports in the main navigation
2. Click Create a new report
3. Enter a descriptive name like "Brand Percentage Order Report"
4. Set Visibility to "My Team" or "Private" depending on who needs access
5. Under Source Type, select Orders
6. Choose Report Type as Order Line Items for detailed brand-level data

Configuring Report Columns

After setting up the basic report structure:

1. Navigate to Report Configuration → Report Column tab
2. Select the columns you want to include:
   • Order: Order ID or number
   • Customer Name: Identify which customer made the purchase
   • Total Price: Order value
   • Total Items Sold: Quantity of products
3. Click Reorder to save your column selection

Adding Brand Filters

To analyze specific brands or compare brand performance:

1. Go to the Filters tab in Report Configuration
2. Click Add Filters (+)
3. Add Brand IDs as a filter
4. Enter the specific brand ID (e.g., "301 - BrightLite") or leave blank to see all brands
5. Optionally add Product Types to narrow results further (e.g., "Outdoor Lamps")
6. Add SKUs if you want to drill down to specific products

Applying and Viewing Results

1. Click Preview to see your report with the current filters
2. Click Save to save the report configuration
3. Use the Apply button to execute the report
4. Export results if needed for further analysis in spreadsheet software

Analyzing Multi-Brand Purchases

When customers purchase multiple brands in a single order or across their purchase history, you can identify these patterns by:

• Grouping by Customer: Use the Customer Name or Customer ID filter to view all orders for a specific customer
• Date Range Analysis: Set your date range to cover the customer's entire order history
• Brand Comparison: Leave the Brand IDs filter empty to see all brands in the results, then analyze which brands appear most frequently
• Product Type Segmentation: Add Product Types as a column to see if customers purchase different brands for different product categories

Using Pre-Built Brand Analytics Report

PayHelm includes a pre-built "Brand Analytics" report specifically designed for brand performance analysis:

1. Go to Reports in the main menu
2. Search for "Brand Analytics" in the report list
3. Click to open the report
4. Apply date range and any additional filters
5. The report automatically calculates brand distribution and performance metrics

This report provides ready-made brand analysis without requiring custom configuration.

Best Practices for Brand Analysis

• Regular Monitoring: Check brand distribution monthly or quarterly to identify trends
• Customer Segmentation: Compare brand preferences across different customer groups or segments
• Date Comparisons: Compare brand performance across different time periods to spot seasonal patterns
• Combine with Other Metrics: Look at brand data alongside revenue, margins, and customer acquisition channels
• Export for Deep Analysis: Use the Export feature to download data for advanced calculations in Excel or Google Sheets

Common Questions

Can I see brand percentages for individual customers?
Yes, create a custom report with Customer Name and Brand as columns, then filter by specific customer IDs to see their brand purchase history.

How do I calculate exact percentages?
Export your report data and use spreadsheet formulas to calculate percentages based on Total Price or Total Items Sold by brand versus overall totals.

Can I track brand performance over time?
Yes, use the date range filter to analyze different time periods, or create multiple reports with different date ranges to compare trends.

What if I have many brands?
The Brand filter modal supports multiple brand selection. You can select specific brands to compare or leave it empty to see all brands in your results.