Issue link: http://read.dmtmag.com/i/267019
To see how your winery's per- formance compares to others in North America, plot your Q3 2013 data within each box. The black bar within the yellow box indicates the median response. BOX PLOT KEY + The yellow box contains the middle 50% of the data. + The upper edge of the yellow box is the 75th percentile of the data set, and the lower edge is the 25th percentile. + The black bar inside the yellow box represents the median (50th percentile) of the data. + The ends of the vertical lines or "whiskers" are the minimum and maximum data values. INTERPRETING YOUR RESULTS + If your data falls above the yellow box, you are in the top 25% of wineries. Pat yourself on the back. + If you are below the yellow box, you are in the bottom 25% of wineries. You have work to do. + If you are inside the yellow box, you are in the middle 50% of wineries. You are not distinguishing your winery from others. + If you are at the median, you are at "par" with other wineries. + If you are above the median and inside the yellow box, you are "above par" compared to other wineries. + If you are below the median and inside the box, you are "below par" compared to other wineries. HOW DOES YOUR WINERY RATE? Example Maximum (not shown) Minimum (not shown) 25 th Percentile 75 th Percentile WINERY 50 th Percentile Conversion Visitors to Club: The percentage of total visitors (not including trade and wine club tastings) converted to new club members Conversion Tastes to Club: Percentage of paid tastes (not including trade and wine club tastings) converted to new club members Conversion Visitors to Purchasers: Number of wine and merchandise transactions per total number of visitors Conversion Tastes to Purchasers: Number of wine and merchandise transactions per number of paid tastes Conversion Visitors to List: Number of new mailing list members per total number of visitors Conversion Tastes to List: Number of new mailing list members per paid tastes TR Average Sales: Total sales (tasting fees, wine sales and merchandise, excluding shipping and taxes) per total transactions (including zero dollar transactions, e.g. complimentary tastings) TR Sales Growth: Year-over-year sales growth for all sales (wine, merchandise and shipping costs) Note: All are monthly metrics, except where noted. METRIC DEFINITIONS w w w. v w m m e d i a . c o m M a r - A p r 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 9 9