by: Drew Brigham
Executive Summary
In a retail environment with seemingly endless data, the best-performing companies are the ones who can focus on the RIGHT data to drive the RIGHT action.This blog explores how leading brands shift their focus from passive reporting of outputs to active management of input metrics that drive customer outcomes.Using a proven strategy for identifying the right input metrics for your business and Snowflake powering the data unification, this shift to action-oriented intelligence is helping teams move with purpose.
Introduction: From Observation to Action
Too often, business reviews in retail are stale readouts of non-actionable or high-level metrics such as sales, margins, and NPS scores. But what’s missing is the “why,” and more importantly, “what now?” That’s where input metrics come in. By focusing on what’s measurable, actionable, and controllable, retailers can shift from reactive reporting to proactive action.
The Problem: Data That Doesn’t Drive Action
Traditional reporting is built around output metrics—sales figures, margin rates, customer counts.. These high-level indicators are useful, but they rarely tell the full story. Without a clear link to the root causes, these metrics leave teams stuck in review mode, with no path to improvement. As a result, critical meetings become data recitations rather than decision-making forums.
The Solution: Focus on What You Can Control
Retail leaders are flipping the script by anchoring their KPIs around input metrics—the levers that influence output. Think: in-stock percentage, one-day shipping coverage, or percentage of product detail pages with complete content. These are metrics teams can actually improve.Drew Brigham, Retail and CPG Lead at Kipi.ai, recommends the MUCCA framework for defining high-impact input metrics:
- Measurable: Can it be tracked consistently?
- Understandable: Is it easy to grasp across the business?
- Controllable: Can your team influence it?
- Customer-facing: Does it affect customer experience?
- Actionable: Can it trigger specific responses?
The most successful retailers integrate input metrics into the fabric of their operations—through dashboards, email reports, and meeting narratives.
How to Identify the Right Inputs
Not sure where to start? Here are three practical methods:
- Drill Down from Outputs: Start with your high-level targets such as sales, conversion rate, or profitability., and ask what levers influence it. What could improve this metric from the ground up?
- Frontline Observations: Spend time on the floor or in your call center. Your best input metrics often surface where customers and operations meet.
- Root Cause Reviews: When something breaks, don’t just fix it—trace the failure back to untracked or poorly understood inputs. Then measure and monitor those.
Example
Let’s say you’re part of an ecommerce merchandising team that has been tasked with hitting a specific conversion rate target. Conversion rate is your high-level metric which ultimately impacts sales.
Drilling down, your team might identify a few key metrics that impact conversion rate: content quality, price competitiveness, delivery timeline, in stock rate, etc.
These are great input metrics, but some can be drilled down even further. In the case of price competitiveness, you definitely don’t have control over where your competitors price their items, but you do have some level of control or influence over vendor costs, discounts given, etc.
Based on this detailed list of inputs, employees are much more likely to make the connections between what they can do (“improve content quality”, “negotiate better costs”, “improve inventory allocation to enable faster delivery”, etc.) and the ultimate conversion rate metric. If you track these input metrics and see an uptick in these, you’d expect to see an uptick in conversion rate. Conversely, if you only track and report on conversion rate, you won’t be able to explain changing trends and your employees will have a more difficult time understanding how their actions do or don’t tie to that output.
Enabling the Shift with Snowflake
To make input metrics work, you need a strong data foundation. Snowflake simplifies this with a single platform to unify siloed data, enable rapid insights, and power your input-driven dashboards. Whether you’re integrating supply chain feeds or summarizing customer sentiment, Snowflake’s cloud-native architecture ensures data is fresh, fast, and fit for action.
Quote from Drew Brigham
“Retailers live and die by the outputs. But many struggle to connect the outputs to the actionable inputs that drive them. Input metrics give every team a lever to pull, not just a number to report.”
— Drew Brigham, Retail and CPG Industry Lead, Kipi.ai
Conclusion: Don’t Just Measure—Move
The future of omnichannel retail isn’t just about having more data—it’s about knowing what to do with it. By prioritizing input metrics that are measurable, customer-facing, and within your control, you create a culture of data-driven action. When powered by Snowflake and enabled by intelligent design, your data doesn’t just inform—it empowers.
About kipi.ai
Kipi.ai, a WNS company, is a leading analytics and AI services provider, specializing in transforming data into actionable insights through advanced analytics, AI, and machine learning. As an Elite Snowflake Partner, we are committed to helping organizations optimize their data strategies, migrate to the cloud, and unlock the full potential of their data. Our deep expertise in the Snowflake AI Data Cloud enables us to drive seamless data migration, enhanced data governance, and scalable analytics solutions tailored to your business needs. At kipi.ai, we empower clients across industries to accelerate their data-driven transformation and achieve unprecedented business outcomes.
For more information, visit www.kipi.ai and www.wns.com
