Who Really Drives Sales?
Find which live sellers actually drive sales
Data Stories LabInteractive dashboardTikTok live · 10 influencers
Revenue by influencer (ranked, colored by verdict)
Green is promote, blue is keep, red is dismiss, judged against the roster average. The spread runs from the top earner to the clear laggard
Source: toy retailer TikTok live program, June 2024.
Weekly revenue trend
Total revenue across the four-plus weeks of June. Steady selling with a mild late-month softening
Source: toy retailer TikTok live program, June 2024.
Revenue per streaming hour
Effort is identical (120 hours each), so this is pure efficiency: dollars earned per hour live
Source: toy retailer TikTok live program, June 2024.
Units sold by influencer
Volume of product moved, a check on whether revenue comes from many small sales or few large ones
Source: toy retailer TikTok live program, June 2024.
Average sale value by influencer
Higher average sale points to better upselling or higher-value product mix per transaction
Source: toy retailer TikTok live program, June 2024.
Group a vs Group b
Average revenue per influencer by group, with average engagement overlaid. Group a leads on both
Source: toy retailer TikTok live program, June 2024.
Engagement vs revenue (the lever)
Each point is an influencer. Higher engagement loosely tracks higher revenue (the trend line slopes up), making engagement the coachable signal
Source: toy retailer TikTok live program, June 2024.
Conversion vs revenue (weak signal)
Conversion rate shows almost no relationship to revenue here, so it should not drive a promote or dismiss call on its own
Source: toy retailer TikTok live program, June 2024.
Engagement rate by influencer
The one metric a manager can coach. Laggards with low engagement and low revenue are dismissal candidates; low revenue but high engagement may be worth keeping and developing
Source: toy retailer TikTok live program, June 2024.
Verdict split
How the roster divides into promote, keep, and dismiss at the current benchmark
Source: toy retailer TikTok live program, June 2024.
Revenue vs engagement quadrant
Dotted lines are the roster averages. Top-right (high revenue, high engagement) is promote; bottom-left is dismiss
Source: toy retailer TikTok live program, June 2024.
Decision scorecard
Promote at or above 1.05x the roster average revenue; dismiss at or below 0.90x; keep in between. Verdict recomputes with every filter
| Rank | Influencer | Group | Revenue | Rev / Hour | Engagement | vs Benchmark | Verdict |
|---|
Source: toy retailer TikTok live program, June 2024.