// ===========================================================
// Analytics — data model
// Single fictional client: Bloemerij (e-commerce, premium bloemen + planten).
// All numbers are mock but internally consistent.
// ===========================================================
// ---- Connectors (master list) ----
// Required = MUST be connected for all clients (vlaggenschip-data komt hier vandaan).
// Optional = SER-managed extras voor diepere analyses.
const CONNECTORS = [
{ id: 'ga4', label: 'Google Analytics 4', category: 'Web analytics', required: true, vendor: 'google', icon: 'ga' },
{ id: 'gads', label: 'Google Ads', category: 'Paid media', required: true, vendor: 'google', icon: 'gads' },
{ id: 'gsc', label: 'Search Console', category: 'SEO', required: true, vendor: 'google', icon: 'gsc' },
{ id: 'semrush', label: 'Semrush', category: 'SEO', required: true, vendor: 'semrush', icon: 'semrush' },
{ id: 'meta', label: 'Meta Ads', category: 'Paid media', required: false, vendor: 'meta', icon: 'meta' },
{ id: 'tiktok', label: 'TikTok Ads', category: 'Paid media', required: false, vendor: 'tiktok', icon: 'tiktok' },
{ id: 'linkedin',label: 'LinkedIn Ads', category: 'Paid media', required: false, vendor: 'linkedin', icon: 'linkedin' },
{ id: 'shopify', label: 'Shopify', category: 'E-commerce', required: false, vendor: 'shopify', icon: 'shop' },
{ id: 'woo', label: 'WooCommerce', category: 'E-commerce', required: false, vendor: 'woo', icon: 'woo' },
{ id: 'magento', label: 'Magento / Adobe Cmce', category: 'E-commerce', required: false, vendor: 'adobe', icon: 'magento' },
{ id: 'hubspot', label: 'HubSpot CRM', category: 'CRM', required: false, vendor: 'hubspot', icon: 'hubspot' },
{ id: 'salesforce',label: 'Salesforce', category: 'CRM', required: false, vendor: 'sf', icon: 'sf' },
{ id: 'klaviyo', label: 'Klaviyo', category: 'E-mail', required: false, vendor: 'klaviyo', icon: 'klaviyo' },
{ id: 'mailchimp',label:'Mailchimp', category: 'E-mail', required: false, vendor: 'mc', icon: 'mc' },
{ id: 'ahrefs', label: 'Ahrefs', category: 'SEO', required: false, vendor: 'ahrefs', icon: 'ahrefs' },
{ id: 'serpapi', label: 'SerpAPI', category: 'SEO', required: false, vendor: 'serp', icon: 'serp' },
{ id: 'bq', label: 'BigQuery (custom)', category: 'Data warehouse', required: false, vendor: 'google', icon: 'bq' },
{ id: 'snowflake',label:'Snowflake', category: 'Data warehouse', required: false, vendor: 'snow', icon: 'snow' },
{ id: 'google_merchant', label: 'Google Merchant Center', category: 'E-commerce', required: false, vendor: 'google', icon: 'shop' },
{ id: 'bing_ads', label: 'Microsoft Ads (Bing)', category: 'Paid media', required: false, vendor: 'ms', icon: 'bolt' },
{ id: 'ga4_bq', label: 'GA4 → BigQuery', category: 'Data warehouse', required: false, vendor: 'google', icon: 'harvest' },
];
// ---- SER PROPRIETARY SIGNALS ----
const PROPRIETARY_SIGNALS = [
{
id: 'aio-monitor',
label: 'AIO-monitor',
category: 'SER · proprietary',
sub: 'AI Overview tracking',
desc: 'Dagelijkse scrape van Google SERPs op 12k+ keywords. Detecteert wanneer AI Overviews triggeren, welke bronnen worden geciteerd, en hoe de positie van de klant verschuift.',
sample: '38% van top-100 KWs trigger AIO · Bloemerij genoemd in 21%',
method: 'SerpAPI + custom scraper · headless Chrome · captcha-rotation',
refresh: 'Dagelijks 03:00 · 14k SERPs',
exclusive: true,
icon: 'spark',
},
{
id: 'comp-price',
label: 'Concurrent prijsmonitor',
category: 'SER · proprietary',
sub: 'Competitive pricing scrape',
desc: 'Volgt prijzen van top-5 concurrenten op de 200 belangrijkste SKUs van de klant. Detecteert prijscampagnes, kortingscycli en out-of-stock signalen.',
sample: 'Bloomon Direct: -15% op weekboeketten sinds 8 feb',
method: 'Playwright scraper · 5x daags · price-history database',
refresh: '4x per dag · ~1k SKUs',
exclusive: true,
icon: 'sword',
},
{
id: 'sov-tracker',
label: 'Share-of-voice index',
category: 'SER · proprietary',
sub: 'Multi-source SoV',
desc: 'Combineert organische + paid SERP-aanwezigheid + display-impressies + social mentions tot één SoV-score. Vergelijkt met top-10 spelers in de niche.',
sample: 'Bloemerij SoV 19% (-9pp YoY) · markt-positie #3',
method: 'Eigen weegformule over 6 datapunten · Brandwatch + Semrush + Ahrefs',
refresh: 'Wekelijks',
exclusive: true,
icon: 'globe',
},
{
id: 'review-mining',
label: 'Review-mining',
category: 'SER · proprietary',
sub: 'Klant-sentiment NLP',
desc: 'Scraped reviews van Trustpilot, Google Reviews, Kiyoh en eigen platform. NLP extraheert thema\'s (bezorging, kwaliteit, prijs, service) en signaleert pieken in negatief sentiment.',
sample: '142 reviews afgelopen 30d · sentiment 4.1/5 · "verpakking" daalt',
method: 'Eigen NLP-pipeline · Claude Sonnet voor thema-extractie',
refresh: 'Dagelijks',
exclusive: true,
icon: 'users',
},
{
id: 'tech-audit',
label: 'Tech-audit signalen',
category: 'SER · proprietary',
sub: 'Site health monitor',
desc: 'Continue Lighthouse-audits + custom checks op CMS-changes, broken links, schema-validiteit en third-party scripts. Alerts bij regressie.',
sample: 'LCP P75 mobiel 3.4s (was 2.1s) · 18 broken links sinds 11 mrt',
method: 'Lighthouse CI + eigen audit-runner · 3x daags',
refresh: '3x per dag',
exclusive: true,
icon: 'gauge',
},
{
id: 'demand-trends',
label: 'Demand-trends',
category: 'SER · proprietary',
sub: 'Markt-vraag voorspelling',
desc: 'Combineert Google Trends, weer-API, social mentions en historische verkoop tot een 14-daagse vraagvoorspelling per categorie.',
sample: 'Tuinplanten -22% volgende 14d · Pioenen +14% (Moederdag)',
method: 'Eigen ML-model (XGBoost) · 18 features',
refresh: 'Dagelijks',
exclusive: true,
icon: 'trend',
},
];
// ---- AI providers (admin-configureerbaar) ----
const AI_PROVIDERS = [
{
id: 'claude',
label: 'Anthropic Claude',
sub: 'Aanbevolen · primair voor business cases',
models: ['claude-sonnet-4.5', 'claude-opus-4', 'claude-haiku-4.5'],
defaultModel: 'claude-sonnet-4.5',
status: 'connected',
apiKeyMask: 'sk-ant-•••••••••••••••••3a92',
monthlyCost: '€ 142',
monthlyTokens: '4.2M tokens',
addedAt: '2025-08-12',
usage: { businesscases: true, briefings: true, insights: true, chat: true },
docsUrl: 'https://docs.anthropic.com',
primary: true,
},
{
id: 'openai',
label: 'OpenAI',
sub: 'Backup · voor specifieke use-cases',
models: ['gpt-5', 'gpt-5-mini', 'o3'],
defaultModel: 'gpt-5',
status: 'connected',
apiKeyMask: 'sk-•••••••••••••••2f81',
monthlyCost: '€ 38',
monthlyTokens: '0.8M tokens',
addedAt: '2025-09-04',
usage: { businesscases: false, briefings: false, insights: false, chat: false, fallback: true },
docsUrl: 'https://platform.openai.com',
},
{
id: 'gemini',
label: 'Google Gemini',
sub: 'Niet geconfigureerd',
models: ['gemini-2.5-pro', 'gemini-2.5-flash'],
status: 'disconnected',
apiKeyMask: null,
monthlyCost: '—',
monthlyTokens: '—',
docsUrl: 'https://ai.google.dev',
},
{
id: 'mistral',
label: 'Mistral AI',
sub: 'EU-gehoste optie',
models: ['mistral-large', 'mistral-medium'],
status: 'disconnected',
apiKeyMask: null,
docsUrl: 'https://mistral.ai',
},
];
const ANALYTICS_CLIENTS = [];
// ---- Business Cases ----
const BUSINESS_CASES = [];
// Business case structuur met confidence + bandbreedte:
// { id, title, cause, severity, status, aiGenerated, aiConfidence: 0-100,
// summary, hypothesis, steps: [{t, who, days, done}],
// investment: { low, mid, high }, // bandbreedte €
// monthlyUplift: { low, mid, high }, // bandbreedte €/mnd
// runtimeMonths, horizon12mGain: { low, mid, high },
// confidence: { score: 0-100, sources: int, historical: bool, pValue: float, freshness: int },
// confidenceBreakdown: { sources: 0-100, historical: 0-100, significance: 0-100, freshness: 0-100 },
// risks, kpis, aiNotes }
// ---- DASHBOARDS index ----
const DASHBOARDS = [
{ id: 'overview', label: 'Overview', icon: 'home', status: 'live', clientVisible: true },
{ id: 'revenue', label: 'Omzet & Marge', icon: 'trend', status: 'live', flagship: true, clientVisible: true },
{ id: 'cases', label: 'Business Cases', icon: 'case', status: 'live', clientVisible: true, aiPowered: true },
{ id: 'strategy', label: 'Strategie & Merk', icon: 'compass', status: 'beta', clientVisible: true, aiPowered: true },
{ id: 'campaigns', label: 'Campagne-radar', icon: 'radar', status: 'beta', clientVisible: true },
{ id: 'competition', label: 'Concurrentie & Markt', icon: 'globe', status: 'beta', clientVisible: true },
{ id: 'funnel', label: 'Funnel & Conversie', icon: 'funnel', status: 'beta', clientVisible: true },
{ id: 'cohort', label: 'Klant & Cohort', icon: 'users', status: 'beta', clientVisible: true },
{ id: 'ai', label: 'AI-kansen', icon: 'spark', status: 'beta', clientVisible: true },
{ id: 'briefing', label: 'Executive Briefing', icon: 'doc', status: 'beta', clientVisible: true },
];
const ADMIN_SECTIONS = [
{ id: 'admin-klanten', label: 'Klanten & Koppelingen', icon: 'users' },
{ id: 'admin-users', label: 'Toegang & rollen', icon: 'shield' },
{ id: 'admin-docs', label: 'Documentatie', icon: 'doc' },
];
const DATA_SOURCES = [
{ id: 'ga4', label: 'GA4', status: 'ok', freshness: 'live (12 min)', rows: '1.2M events / dag' },
{ id: 'gsc', label: 'Search Console', status: 'ok', freshness: 'gisteren 23:50', rows: '48k queries' },
{ id: 'gads', label: 'Google Ads', status: 'ok', freshness: 'live (4 min)', rows: '€ 38k / mnd' },
{ id: 'shop', label: 'Shopify', status: 'ok', freshness: 'live', rows: '8.4k orders / mnd' },
{ id: 'bq', label: 'BigQuery (orders)', status: 'ok', freshness: 'live', rows: '2.1M rows' },
{ id: 'crm', label: 'HubSpot CRM', status: 'warn', freshness: '6 uur achter', rows: '24k contacts' },
{ id: 'ahrefs', label: 'Ahrefs', status: 'ok', freshness: 'gisteren', rows: '12k keywords' },
{ id: 'serp', label: 'SerpAPI', status: 'ok', freshness: 'live (8 min)', rows: '4.2k SERPs / dag' },
];
const REVENUE_SERIES = (() => {
const days = 90;
const arr = [];
for (let i = 0; i < days; i++) {
const t = i / (days - 1);
const seasonal = 1 + 0.18 * Math.sin((i + 4) / 7 * Math.PI);
const trend = 1 - 0.10 * Math.max(0, t - 0.45);
const noise = 1 + (Math.sin(i * 1.7) + Math.cos(i * 0.9)) * 0.04;
const valNow = 14000 * seasonal * trend * noise;
const valPrev = 14000 * seasonal * (1 + 0.05 * t) * (1 + Math.sin(i * 1.3) * 0.04);
arr.push({ d: i, now: Math.round(valNow), prev: Math.round(valPrev) });
}
return arr;
})();
const CAUSES = [
{
id: 'internal',
label: 'Intern',
icon: 'wrench',
color: '#1e1e5a',
impact: -58200,
severity: 'high',
summary: 'Site-issues + voorraad zijn de grootste interne kostenposten. Vooral de checkout-bug van 18 mrt en out-of-stock op de top-3 SKUs.',
findings: [
'Checkout JS-error op iOS Safari (18–24 mrt) — 1.2k sessies geblokkeerd',
'Out-of-stock op "Pioenboeket M" (15 dagen, top-3 SKU)',
'Prijsverhoging plant-categorie +6% zonder communicatie',
],
},
{
id: 'sitespeed',
label: 'Sitespeed',
icon: 'gauge',
color: '#7c5cff',
impact: -18400,
severity: 'med',
summary: 'Mobile LCP is in 6 weken van 2.1s naar 3.4s gegaan. PDP\'s laden 41% trager — conversie-impact zichtbaar in funnel.',
findings: [
'LCP P75 mobiel: 3.4s (was 2.1s) — drempel rood',
'Hero-image niet preloaded sinds CMS-update 11 mrt',
'Third-party tags: 1.8s blokkerende JS',
],
},
{
id: 'competition',
label: 'Concurrentie',
icon: 'sword',
color: '#e53935',
impact: -34800,
severity: 'high',
summary: 'Twee nieuwe spelers (Bloomon Direct, FloraBox) draaien sinds februari een agressieve prijscampagne. Share-of-voice op generieke termen daalde van 28% → 19%.',
findings: [
'Bloomon Direct: -15% prijs op weekboeketten (sinds 8 feb)',
'FloraBox: top-3 op 142 high-intent keywords gewonnen',
'Eigen SoV (generiek) 28% → 19% (-9pp)',
],
},
{
id: 'market',
label: 'Markt & seizoen',
icon: 'cloud',
color: '#5a5e7a',
impact: -12600,
severity: 'low',
summary: 'Late lente: weekendweer 4 weken op rij regenachtig. Categorie "tuinplanten" -22% over heel NL — niet een Bloemerij-probleem.',
findings: [
'NL bloemen-zoekvolume -8% YoY (KvK Trend)',
'Pasen viel 11 dagen later — piek nog niet binnen',
'Tuinplanten markt-breed -22%',
],
},
{
id: 'campaigns',
label: 'Eigen acties',
icon: 'megaphone',
color: '#f5a523',
impact: 8200,
severity: 'low',
summary: 'De "Lentebox" e-mail-campagne is sterk (ROAS 6.2). Google Ads op brand draait stabiel. Géén actief verlies, maar ook geen offset voor de daling.',
findings: [
'Lentebox e-mail (15 mrt): +€ 14k incremental',
'Google Ads non-brand: ROAS 1.4 — verlies € 5.8k',
'Geen Mother\'s-Day campagne klaar (vorig jaar +€ 32k)',
],
},
{
id: 'serp',
label: 'Google / AIO',
icon: 'search',
color: '#00b4a0',
impact: -22400,
severity: 'med',
summary: 'AI Overviews trigger op 38% van top-100 keywords (was 12%). Bloemerij wordt in 21% van AIOs genoemd — netto -29% organic CTR op informational queries.',
findings: [
'AIO trigger: 38% van top-100 keywords (+26pp YoY)',
'Bloemerij in AIO: 21% van triggers (mid-pack)',
'Organic CTR informational: 4.1% → 2.9%',
],
},
{
id: 'tracking',
label: 'Tracking & data',
icon: 'shield',
color: '#a8acc0',
impact: -4200,
severity: 'low',
summary: 'GA4 consent-mode v2 update. ~7% van de orders mist user-id; modeled traffic vult dat deels op. Niet alle "verloren" omzet is écht verloren.',
findings: [
'Consent rate gedaald van 81% → 74%',
'Modeled conversies +4.8% van totaal',
'"Direct" channel +12% — overrapportage',
],
},
];
const CHANNELS = [
{ id: 'organic', label: 'Organic', rev: 1180400, deltaPct: -14.2, sessions: 412000, sov: 19, color: '#00b4a0' },
{ id: 'paid', label: 'Paid Search', rev: 892100, deltaPct: -2.8, sessions: 184000, sov: null, color: '#f5a523' },
{ id: 'social', label: 'Social', rev: 324800, deltaPct: +4.1, sessions: 142000, sov: null, color: '#ec4899' },
{ id: 'email', label: 'E-mail', rev: 482900, deltaPct: +12.4, sessions: 68000, sov: null, color: '#7c5cff' },
{ id: 'direct', label: 'Direct', rev: 398200, deltaPct: +12.0, sessions: 122000, sov: null, color: '#5a5e7a' },
{ id: 'affil', label: 'Affiliate', rev: 84300, deltaPct: -18.0, sessions: 18400, sov: null, color: '#2563eb' },
];
const SCENARIOS = [
{
id: 'donothing',
title: 'Niets doen',
desc: 'Lopende koers vasthouden. Concurrentie wint marktaandeel, AIOs blijven CTR drukken.',
outcome: '-€ 286k',
outcomeKind: 'neg',
confidence: '82%',
timeframe: 'Q3 2026',
roi: '—',
items: ['Marktaandeel -3pp', 'Marge 18.4% → 16.1%', 'Geen recovery'],
},
{
id: 'recover',
title: 'Quick wins (Site + Speed + AIO)',
desc: 'Checkout fixen, LCP terug naar 2.0s, AIO-content voor top-50 informational queries.',
outcome: '+€ 168k',
outcomeKind: 'pos',
confidence: '76%',
timeframe: '12 weken',
roi: '4.8x',
items: ['Checkout-bug → +€ 32k / mnd', 'LCP fix → +1.4pp CR', '50 AIO-pagina\'s → +€ 22k / mnd'],
recommended: true,
},
{
id: 'attack',
title: 'Aanvallen op concurrentie',
desc: 'Pricing-match op weekboeketten, paid push op concurrent-brand-terms, retentie-loyaltyprogramma.',
outcome: '+€ 312k',
outcomeKind: 'pos',
confidence: '54%',
timeframe: '24 weken',
roi: '2.1x',
items: ['Marge -2pp door pricing-match', 'Investering € 145k', 'Risico: prijsoorlog'],
},
];
const ACTIONS = [
{
rank: 1,
title: 'Fix iOS Safari checkout — JS-error in PaymentRequest API',
why: 'Repro\'d op 4 devices. Blokkeert ~12% van iOS-orders sinds 18 mrt.',
impact: '+ € 32k / mnd',
effort: '1 dev-dag',
cause: 'internal',
},
{
rank: 2,
title: 'Hero-image preloaden + WebP serving op PDPs',
why: 'LCP P75 mobiel daalt van 3.4s naar verwachte 2.0s. Funnel CR + 1.4pp.',
impact: '+ € 28k / mnd',
effort: '0.5 dev-dag',
cause: 'sitespeed',
},
{
rank: 3,
title: 'AIO-content sprint: top-50 informational queries',
why: 'Bloemerij wordt nu maar in 21% van AIOs genoemd. Met FAQ-blokken + schema.org → schatting 38%.',
impact: '+ € 22k / mnd',
effort: '2 weken content',
cause: 'serp',
},
{
rank: 4,
title: 'Mother\'s-Day campagne reactiveren (Lentebox 2025-template)',
why: 'Vorig jaar +€ 32k incremental. Doelgroep + creatives staan al klaar in HubSpot.',
impact: '+ € 32k incidenteel',
effort: '3 dagen team',
cause: 'campaigns',
},
{
rank: 5,
title: 'Reactiveer 4.2k churned customers (60-90d window)',
why: 'Cohort 2025-Q4 toont 38% repeat-purchase als binnen 90d retargeted. Window sluit deze maand.',
impact: '+ € 18k incidenteel',
effort: '1 dag setup',
cause: 'campaigns',
},
];
const FUNNEL = [
{ step: 'Sessies', val: 962400, pct: 100, delta: -3.2 },
{ step: 'PDP-view', val: 412800, pct: 42.9, delta: -1.4 },
{ step: 'Add to cart', val: 78400, pct: 8.1, delta: -0.6 },
{ step: 'Checkout-start', val: 41200, pct: 4.3, delta: -0.8 },
{ step: 'Order', val: 28400, pct: 2.95, delta: -0.41 },
];
const COMPETITORS = [
{ name: 'Bloomon Direct', sov: 24, deltaSov: +5.2, rank: 1, threat: 'high' },
{ name: 'FloraBox', sov: 21, deltaSov: +3.8, rank: 2, threat: 'high' },
{ name: 'Bloemerij', sov: 19, deltaSov: -9.0, rank: 3, threat: '—', self: true },
{ name: 'GreenGarden', sov: 12, deltaSov: -1.1, rank: 4, threat: 'low' },
{ name: 'Tuinwereld', sov: 9, deltaSov: 0.0, rank: 5, threat: 'low' },
];
const COHORTS = (() => {
const months = ['Okt \'25','Nov \'25','Dec \'25','Jan \'26','Feb \'26','Mrt \'26','Apr \'26'];
const data = months.map((m, i) => {
const row = [];
for (let j = 0; j <= i; j++) {
const decay = Math.max(0, 100 - j*22 - Math.random()*8);
row.push(Math.round(decay));
}
return { month: m, retention: row, size: 1200 + Math.round(Math.random()*400) };
});
return data;
})();
const Icons = {
home: ,
trend: ,
radar: ,
globe: ,
funnel: ,
users: ,
spark: ,
doc: ,
wrench: ,
gauge: ,
sword: ,
cloud: ,
megaphone: ,
search: ,
shield: ,
case: ,
plug: ,
building: ,
link: ,
receipt: ,
check: ,
plus: ,
edit: ,
compass: ,
};
// =====================================================================
// STRATEGIE & MERK (BETA)
// =====================================================================
const PROP_CLAIMS = [
{ id: 'fresh', claim: 'Vers van de teler — binnen 24u bezorgd', surfaces: ['hero','footer','about'], strength: 92 },
{ id: 'local', claim: 'Lokale Hollandse bloemen, geen import', surfaces: ['hero','about'], strength: 78 },
{ id: 'craft', claim: 'Met de hand gebonden door bloemisten', surfaces: ['hero','PDP'], strength: 85 },
{ id: 'sustain', claim: 'Duurzaam — geen vliegrozen, FSC-papier', surfaces: ['footer','about'], strength: 64 },
{ id: 'gift', claim: 'Dé cadeauwinkel voor elk moment', surfaces: ['hero'], strength: 71 },
];
const PROP_ACTIONS = [
{ id: 'fresh', alignment: 'aligned', evidence: '34% van Ads-budget op "verse bloemen" termen, 22 PDPs met versheids-USP', delta: +6 },
{ id: 'local', alignment: 'mismatch', evidence: '12% van bestsellers zijn import-rozen uit Kenia. Geen "lokaal" in Ads.', delta: -38 },
{ id: 'craft', alignment: 'aligned', evidence: 'Foto-content laat handen zien. UGC-stream ondersteunt.', delta: +2 },
{ id: 'sustain', alignment: 'weak', evidence: 'Geen duurzaamheids-pagina. 0% van paid spend. Concurrent (Greenflor) wel.', delta: -22 },
{ id: 'gift', alignment: 'mismatch', evidence: 'Top-10 SKUs zijn rouw-bloemen, niet cadeau. Persona-mismatch met homepage.', delta: -41 },
];
const BRAND_PERCEPTION = {
scores: [
{ id: 'trust', label: 'Vertrouwen', value: 72, benchmark: 78, note: 'Reviews zichtbaar, maar geen Trustpilot-widget op PDP.' },
{ id: 'premium', label: 'Premium-gevoel', value: 58, benchmark: 70, note: 'Prijs zegt premium (€42 gem.), foto\'s ogen middensegment.' },
{ id: 'warmth', label: 'Warmte / persoonlijk', value: 81, benchmark: 65, note: 'Sterk punt — handgeschreven kaartjes, eigenaar zichtbaar.' },
{ id: 'modern', label: 'Modern / hedendaags', value: 49, benchmark: 68, note: 'Site-design oogt 2019. Typografie matcht niet met Insta.' },
{ id: 'clarity', label: 'Duidelijkheid USP', value: 64, benchmark: 75, note: 'Hero zegt drie dingen tegelijk — kies één.' },
{ id: 'consistency', label: 'Consistentie kanalen', value: 53, benchmark: 72, note: 'Tone-of-voice op IG vs site verschilt sterk.' },
],
voiceTone: {
site: ['professioneel','ietwat formeel','algemeen'],
instagram: ['speels','persoonlijk','eigenwijs'],
ads: ['transactioneel','prijs-gedreven','generiek'],
email: ['warm','verhalend','op maat'],
},
audienceMatch: 71,
};
const BCG_ITEMS = [
{ id: 'rouw', label: 'Rouw-arrangementen', share: 0.78, growth: 0.04, revenue: 184000, margin: 0.42, quad: 'cash' },
{ id: 'bruids', label: 'Bruidsboeketten', share: 0.31, growth: 0.18, revenue: 92000, margin: 0.51, quad: 'star' },
{ id: 'abo', label: 'Bloemen-abonnement', share: 0.12, growth: 0.42, revenue: 38000, margin: 0.38, quad: 'question' },
{ id: 'cadeau', label: 'Cadeau-boeketten', share: 0.42, growth: 0.09, revenue: 156000, margin: 0.34, quad: 'cash' },
{ id: 'planten', label: 'Kamerplanten', share: 0.18, growth: 0.22, revenue: 64000, margin: 0.29, quad: 'question' },
{ id: 'droog', label: 'Droogbloemen', share: 0.08, growth: 0.31, revenue: 22000, margin: 0.46, quad: 'question' },
{ id: 'snij', label: 'Losse snijbloemen', share: 0.62, growth: -0.06, revenue: 78000, margin: 0.21, quad: 'dog' },
{ id: 'kerst', label: 'Seizoen — Kerst', share: 0.24, growth: -0.02, revenue: 41000, margin: 0.33, quad: 'dog' },
];
const SWOT = {
strengths: [
{ t: 'Bruidsboeketten groeien 18% YoY met 51% marge — sterkste segment', src: 'BCG · Shopify' },
{ t: 'Brand-warmth score 81/100, ver boven benchmark 65', src: 'Brand-scan · reviews' },
{ t: 'NPS 64 onder repeat-klanten — basis voor word-of-mouth', src: 'CRM · post-purchase' },
{ t: 'Email-kanaal converteert 4.2% (sector 1.8%)', src: 'GA4 · Klaviyo' },
],
weaknesses: [
{ t: 'Site-snelheid LCP 4.1s mobiel — kost ~€18k/mnd in dropoff', src: 'CrUX · GA4' },
{ t: 'Propositie-mismatch: roept "lokaal" maar 12% import-aandeel', src: 'Site-scrape · Shopify' },
{ t: 'Modern-perceptie 49/100 — site oogt 2019', src: 'Brand-scan · UX-review' },
{ t: 'Kerst-categorie krimpt -2% YoY met dalende marge', src: 'BCG · Shopify' },
],
opportunities: [
{ t: 'Abonnement groeit 42% — onder-investering in paid (€340/mnd)', src: 'BCG · Ads' },
{ t: 'Duurzaamheid: zoekvraag +28% YoY, geen content-aanbod bij ons', src: 'GSC · Ahrefs' },
{ t: 'Greenflor verloor 4% SoV — venster om te claimen op "lokaal"', src: 'Concurrentie · SoV' },
{ t: 'AI-search (AIO) toont concurrenten — kans op zero-click positioning', src: 'SerpAPI · GSC' },
],
threats: [
{ t: 'Bloomon herlanceert abo-propositie met €5 lagere instap', src: 'Concurrentie · scrape' },
{ t: 'Google AIO neemt 31% van top-funnel queries weg', src: 'GSC · SerpAPI' },
{ t: 'Tracking-uitval na consent-banner update — 14% blind', src: 'GA4 · CMP' },
{ t: 'Veiling-prijzen rozen +18% — drukt marge op cadeau-cat.', src: 'Markt-feed' },
],
};
const STRAT_PILLARS = [
{ id: 'p1', label: 'Vers & lokaal', target: 0.35, actual: 0.18, signal: 'under', note: 'Roepen we hard, investeren we weinig.' },
{ id: 'p2', label: 'Premium handwerk', target: 0.20, actual: 0.24, signal: 'ok', note: 'In balans.' },
{ id: 'p3', label: 'Cadeau-momenten', target: 0.25, actual: 0.41, signal: 'over', note: 'Hier zit het meeste budget — terwijl rouw de cash-cow is.' },
{ id: 'p4', label: 'Abonnement (groei)', target: 0.15, actual: 0.04, signal: 'under', note: '42% groei, 4% van budget. Mismatch.' },
{ id: 'p5', label: 'Duurzaamheid', target: 0.05, actual: 0.00, signal: 'under', note: 'Wel geclaimd, niet uitgevoerd.' },
];
const STRAT_MOVES = [
{ id: 'm1', title: 'Herijk hero-propositie naar één belofte',
rationale: 'Hero zegt nu vers + lokaal + handgemaakt + cadeau. Te veel. Brand-clarity 64/100.',
expected: '+0.4–1.1pt CVR', effort: 'M', horizon: '2 wk', confidence: 0.62 },
{ id: 'm2', title: 'Stop import-rozen of stop "lokaal"-claim',
rationale: 'Mismatch ondergraaft trust. Of de claim moet weg, of de inkoop verandert.',
expected: 'Risico-mitigatie + +3pt trust-score', effort: 'L', horizon: '1 kwart.', confidence: 0.78 },
{ id: 'm3', title: 'Verdubbel investering in Bloemen-abo (Star/Question)',
rationale: '42% groei, slechts 4% van budget. Onder-investering in groeisegment.',
expected: '+€18–32k MRR over 6 mnd', effort: 'M', horizon: '6 wk', confidence: 0.71 },
{ id: 'm4', title: 'Snij Kerst-categorie strategisch terug',
rationale: 'Krimpt -2%, marge daalt. Klassieke dog. Capaciteit naar Bruids/Abo.',
expected: 'Margin-mix +1.4pt', effort: 'L', horizon: '1 seizoen', confidence: 0.55 },
{ id: 'm5', title: 'Bouw duurzaamheids-content hub',
rationale: 'Geclaimd in footer, niet ondersteund. Zoekvraag +28% YoY.',
expected: '+€6–14k organisch / mnd na 3 mnd', effort: 'M', horizon: '8 wk', confidence: 0.48 },
{ id: 'm6', title: 'Sync tone-of-voice site ↔ Instagram',
rationale: 'Consistency-score 53. Insta is speels, site is stug. Kost je merk-warmte.',
expected: 'Brand-coherentie +12pt', effort: 'S', horizon: '3 wk', confidence: 0.66 },
];
window.ANALYTICS_STRATEGY = {
PROP_CLAIMS, PROP_ACTIONS, BRAND_PERCEPTION, BCG_ITEMS, SWOT, STRAT_PILLARS, STRAT_MOVES,
};
window.ANALYTICS_DATA = {
ANALYTICS_CLIENTS, DASHBOARDS, ADMIN_SECTIONS, CONNECTORS, DATA_SOURCES,
PROPRIETARY_SIGNALS, AI_PROVIDERS,
REVENUE_SERIES, CAUSES, CHANNELS, SCENARIOS, ACTIONS,
FUNNEL, COMPETITORS, COHORTS, BUSINESS_CASES, Icons,
};