=== Report 1: Direct traffic concentration by merchant (written by Bea) === Engineer's note: Grain is one row per tenant, top 15 by direct_sessions_2025 descending as requested; the 2025 date filter is implemented as started_at >= 2025-01-01 and < 2026-01-01 to include all of Dec 31 2025. REPORT: Direct traffic concentration by merchant QUESTION: Is the dominant 'direct/none' traffic channel spread evenly across merchants, or concentrated in a handful of them? tenant_name | total_sessions_2025 | direct_sessions_2025 | direct_share_of_tenant_pct | pct_of_platform_direct_sessions -----------------------+---------------------+----------------------+----------------------------+-------------------------------- Cragsley Outfitters | 8134 | 4345 | 53.4 | 21.0 Marrowby & Vane | 3699 | 2057 | 55.6 | 10.0 Brennquell Kaffee | 2206 | 1329 | 60.2 | 6.4 Ampfeld Elektronik | 1483 | 1188 | 80.1 | 5.8 Studio Vrij | 1404 | 803 | 57.2 | 3.9 Petalcourt Beauty | 1221 | 648 | 53.1 | 3.1 Fennel & Flint | 1138 | 577 | 50.7 | 2.8 Cinder Peak Sports Co. | 842 | 487 | 57.8 | 2.4 Grind Collective | 697 | 406 | 58.2 | 2.0 Gratlinie Outdoor | 739 | 397 | 53.7 | 1.9 Linden & Loom | 699 | 368 | 52.6 | 1.8 Wiesgrund Wohnen | 678 | 359 | 52.9 | 1.7 Kibblewick | 667 | 296 | 44.4 | 1.4 Honeycomb Larder | 455 | 272 | 59.8 | 1.3 Spice Route Box | 465 | 260 | 55.9 | 1.3 (15 rows) === Report 2: Do discounted orders look healthy, or just cheaper? (written by Felix) === Engineer's note: Orders with no order_items rows are counted with 0 items in the basket-size average (rather than being excluded), and orders with no exact-currency exchange rate (should not occur per the nightly rate feed) would be dropped from the EUR average via the inner join to exchange_rates for non-EUR currencies. REPORT: Do discounted orders look healthy, or just cheaper? QUESTION: Compared to full-price orders, do discounted orders in 2025 have a healthy order value, basket size, and return/cancellation rate, or do they look worse on the metrics that matter? order_group | orders_count | avg_order_value_eur | avg_items_per_order | return_rate_pct | cancelled_rate_pct ------------+--------------+---------------------+---------------------+-----------------+------------------- discounted | 8208 | 410 | 6.5 | 8.5 | 1.5 full price | 13985 | 192 | 2.6 | 18.6 | 4.3 (2 rows) === Report 3: Which merchants drove the January and July discount-rate spikes (written by Bea) === Engineer's note: Discount rate is defined on raw (unconverted) discount_total > 0 per the request's "Source: orders table" instruction, so no currency conversion was applied since the measure is a boolean share, not a summed amount. Tenants with fewer than 20 orders in the Jan/Jul 2025 bucket are excluded per spec; the report does not separately print the excluded count. REPORT: Which merchants drove the January and July discount-rate spikes QUESTION: The platform-wide discount rate jumped from a ~35% baseline to 53-59% in January and July 2025 with no increase in average discount size — was that driven by a handful of merchants running sitewide promotions in those two months? tenant_name | industry | orders_jan_jul_2025 | discount_rate_jan_jul_pct | orders_other_months_2025 | discount_rate_other_months_pct | delta_pct_points -----------------------+---------------------------+---------------------+---------------------------+--------------------------+--------------------------------+------------------- Marrowby & Vane | Apparel & Footwear | 313 | 72.5 | 1445 | 8.2 | 64.3 Cinder Peak Sports Co. | Sports & Outdoor | 67 | 70.1 | 271 | 17.3 | 52.8 Ridgeback Gear | Sports & Outdoor | 23 | 60.9 | 85 | 12.9 | 48.0 Nordic Bloom Cosmetics | Beauty | 20 | 55.0 | 131 | 16.0 | 39.0 Sourdough Club | Food & Coffee | 58 | 43.1 | 262 | 6.9 | 36.2 Kayak Corner | Sports & Outdoor | 21 | 42.9 | 88 | 6.8 | 36.1 Linden & Loom | Home & Living | 58 | 48.3 | 205 | 13.7 | 34.599999999999994 Wohnglück | Home & Living | 26 | 46.2 | 125 | 14.4 | 31.800000000000004 Ampfeld Elektronik | Consumer Electronics | 79 | 50.6 | 370 | 20.8 | 29.8 Rue Lafayette Studio | Apparel & Footwear | 37 | 40.5 | 150 | 12.0 | 28.5 Cragsley Outfitters | Apparel & Footwear | 556 | 34.0 | 3079 | 7.7 | 26.3 Brennquell Kaffee | Food & Coffee | 705 | 82.6 | 3490 | 59.3 | 23.299999999999997 Castell Fasteners | Industrial Supplies (B2B) | 22 | 95.5 | 137 | 77.4 | 18.099999999999994 Oakhurst Tailoring | Apparel & Footwear | 24 | 37.5 | 141 | 19.9 | 17.6 OfficeHub Nordic | Office Supplies (B2B) | 24 | 83.3 | 146 | 65.8 | 17.5 (15 rows)