What do the WinePulse DTC Peers Dashboards provide?

Features vary depending on which product you are using (Basic, Pro or Analytics).  See website here for more details.

  • Compare your DTC Sales & metrics against your Peers in real time. Automated, updated daily.

  • Measure your progress daily. Versus last year. Versus your goals. Versus your peers.

  • You thought you had a good weekend - but how did you compare to others?

  • All Peers comparisons are based on the Median of your Peer Group (not Average).  For more details on this see below.

  • The Peer Group defaults to all wineries in your region.  You can choose to compare yourself to another region using the drop-down.  Future versions will also enable you to choose a Peer Group based on winery size.

Peers Data shown in Dashboards

Daily Pulse

Line Graph Tasting Room Sales Last 7 Days

Monthly Pulse

Line Graph Tasting Room Daily Sales History last 30 days

Bar Charts - TR Sales % Change and Ecommerce Sales % Change versus previous year

Yearly Pulse

Line Graph Tasting Room Monthly Sales History last 12 months

Bar Charts - TR Sales % Change, Ecommerce Sales % Change, Wine Club Sales % Change, Event Sales % Change versus previous year

Peers Monthly

Monthly TR Sales, Ecommerce Sales

Line Graphs - Daily TR Sales & Tasters

Wine Order Conversion Rate

Wine Average Order Value

Wine Club Sign Ups

Wine Club Conversion Rate

Peers Yearly 

Line Graphs - TR/Ecommerce Sales & Tasters  

Peers Sales by Channels

Bar Graph - Wine Club Members Growth

Charts - Sales by Channel, Tasting Room Metrics, Wine Average Order Value (TR & Ecommerce) Tasting Room Conversion Rates

Who am I compared with?

By default you are compared to your own region (Central Coast, Napa, Sonoma, Oregon, Pacific NorthWest, Rest of US, Australia) but you can choose to compare yourself with other regions.  If you are comparing yourself with your own region, your winery data is included in the amalgamated median data.  If you compare yourself with another region, your own data is not included.

The initial release will provide data from all wineries in each region.  A future release of Peers will include the option to compare yourself with wineries of different sizes. 

How is the data collected and used?

Data from each participating winery is aggregated to derive a median value against which each winery can compare their own performance.  No individual numbers are used or displayed, and no identifying information is made available in the comparison information as to which wineries are part of the peer comparison set.  This is the data that is aggregated:


  • Total numbers of Tasters

  • Historical and current Sales totals split by channels (Tasting Room, WC, ECommerce, etc)

  • Number of Wine Club sign-ups & total Wine Club members


No individual consumer information or data is ever included in the peer comparisons.


How is the data kept secure?


Each individual winery’s transactions are stored in a separate database and we only store in the peers database the aggregate value of specific metrics. There is a strict separation between each winery’s data and the Peers data. Names of the wineries included in the comparison data collection are never displayed.


The agreement sent to each winery to opt-in/out of the Peers reporting specifically states that we do not sell any winery's data to any 3rd party and that all the Peers' information is anonymized and aggregated.  


How much does it cost?

For all existing customers using WinePulse (previously VinDashboard) Reporting, Peers Dashboards are provided as part of your subscription at no extra cost.  For new customers pricing starts from $79.


Can I opt out of Peers?


If you do not wish to compare yourself with your Peers you can complete the opt-out form and you will not be able to see other winery data and your own data will not be used in the peer comparisons.


The % growth charts


These charts available on some of the Peers Dashboards show your winery’s % growth versus last year and your Peer’s % growth versus last year.  For example your data may show you have grown by 10% this year compared to last.  Your Peer’s may have only grown by 5%.  The bar chart will show a 10% bar for your Winery and only a 5% bar for your Peers.

Why is the Peers data compared using Median instead of Average?

Using a Median provides a better comparison because it deals better with extremes of numbers (very high or very low sales days)


A median is the middle number when the values are put in order. 

An average is the total of all numbers divided by the number of items included.

A median comparison is not affected/skewed by extreme numbers/outliers.

For example if you have a median of 5 and then add another sample with a value of 80, the median is unlikely to stray far from the 5. However the average will be significantly swayed by a very high or very low figure.

Here's an example of 11 fictional Monthly Tasting Room Sales:

  1. $100,000

  2. $101,000

  3. $102,000

  4. $103,000

  5. $104,000

  6. $105,000

  7. $106,000

  8. $107,000

  9. $650,000

  10. $1 million

  11. $3 million


The median price of these 11 Tasting Room Monthly Sale is $105,000 (the middle value). That's arrived at because five Tasting Rooms had lower sales and five had higher sales.  The average value of these 11 Tasting Room Monthly Sales is $498,000. That's what you get if you add up all those Monthly Sales and divide by 11.

What a difference!   WinePulse feels it is better to compare yourself against the median and not average so that a winery that has a very high or very low sales figure does not distort the middle Sales figure to which you are being compared.

Why am I included in the Peers Group Median Value?

Your winery is part of the region and therefore it is important that your data is included in the aggregated amount for the Region.  This means that EVERY winery in your Region is seeing the same Peer results as you.  If your results just happen to be the Median for your Peer Group then you will see no difference between your data and the Peer data for that day or month!  For example see the Tasters below - The Winery using this Dashboard has 306 Tasters and on the day shown they are the middle value for the Peers group, meaning the Peers value is the same as the Winery.

Why is the current month not displaying in the graphs on Yearly Peers dashboards?

In Yearly Dashboards the current month is not displayed on line graphs because the total number of sales & tasters early in the month will be lower than a full month and graph would display a big drop when compared to the previous months.  For that reason only full month’s data are displayed on these graphs but you can of course still view your performance for the current month using the other metrics and charts on the Yearly Dashboards.