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data/dw-analysis.json
1904 lines
{
"collected_at": "2026-09-20T10:00:13.627Z",
"sources": {
"mirror": "dw_unified local mirror (host=/tmp) — READ ONLY",
"mcc": "marketing.designerwallcoverings.com/api/channels/status",
"fleet": "all.designerwallcoverings.com/api/microsites",
"storefront": "live products.json OK",
"traffic": "live-openseo (GSC sc-domain:designerwallcoverings.com)"
},
"catalog": {
"statuses": {
"ACTIVE": 91575,
"ARCHIVED": 68759,
"DELETED_FROM_SHOPIFY": 39167,
"DRAFT": 21283,
"DUPLICATE_IMPORT": 1243,
"UNLISTED": 1
},
"vendors_active": 170,
"top_vendors": [
{
"vendor": "Phillipe Romano",
"active": 13065
},
{
"vendor": "Carnegie",
"active": 4147
},
{
"vendor": "Malibu Wallpaper",
"active": 3663
},
{
"vendor": "Clarke And Clarke",
"active": 3566
},
{
"vendor": "Hollywood Wallcoverings",
"active": 3561
},
{
"vendor": "Phillip Jeffries",
"active": 3392
},
{
"vendor": "Rebel Walls",
"active": 3373
},
{
"vendor": "Thibaut",
"active": 3101
},
{
"vendor": "Brunschwig & Fils",
"active": 2737
},
{
"vendor": "Jeffrey Stevens",
"active": 2658
},
{
"vendor": "Kravet",
"active": 2601
},
{
"vendor": "Koroseal",
"active": 2447
},
{
"vendor": "Gaston Y Daniela",
"active": 2148
},
{
"vendor": "Lee Jofa",
"active": 2026
}
],
"types": [
{
"type": "Wallcovering",
"active": 63998
},
{
"type": "Fabric",
"active": 21860
},
{
"type": "Commercial Fabric",
"active": 1785
},
{
"type": "Mural",
"active": 1366
},
{
"type": "Trim",
"active": 583
},
{
"type": "Acoustic Panel",
"active": 476
},
{
"type": "Pillow",
"active": 418
},
{
"type": "Wallcoverings",
"active": 343
},
{
"type": "Wallpaper",
"active": 243
},
{
"type": "Others",
"active": 214
}
],
"five_field": {
"missing_sample": 616,
"missing_sellable": 21088,
"missing_description": 293,
"missing_image": 0,
"zero_price": 613,
"active_total": 91575
},
"activation_cadence": [
{
"week": "06-22",
"added": 218
},
{
"week": "06-29",
"added": 1945
},
{
"week": "07-06",
"added": 4675
},
{
"week": "07-13",
"added": 1256
},
{
"week": "07-20",
"added": 5390
},
{
"week": "07-27",
"added": 1203
},
{
"week": "08-03",
"added": 914
},
{
"week": "08-10",
"added": 445
},
{
"week": "08-17",
"added": 4415
},
{
"week": "08-24",
"added": 10
},
{
"week": "08-31",
"added": 2330
},
{
"week": "09-07",
"added": 1670
},
{
"week": "09-14",
"added": 945
}
],
"price_bands": [
{
"band": "Under $50",
"count": 1823
},
{
"band": "$50–150",
"count": 17
},
{
"band": "$150–300",
"count": 17
},
{
"band": "$300–600",
"count": 325
},
{
"band": "$600+",
"count": 82
}
],
"price_bands_basis": "products whose minimum variant exceeds the $4.25 memo sample — the priced subset of the mirror (~3.8k); most actives resolve min-variant to the sample, and full variant-level pricing lives Shopify-side",
"drafts_total": 21283,
"drafts_stageable": 6089,
"sample_only": {
"quote_only_by_design": 13194,
"total": 21088,
"backlog": 7894
},
"sample_only_vendors": [
{
"vendor": "Phillipe Romano",
"count": 7609
},
{
"vendor": "Phillip Jeffries",
"count": 3261
},
{
"vendor": "Koroseal",
"count": 2446
},
{
"vendor": "Coordonné",
"count": 1161
},
{
"vendor": "China Seas",
"count": 1015
},
{
"vendor": "Pierre Frey",
"count": 659
},
{
"vendor": "Maya Romanoff",
"count": 617
},
{
"vendor": "Arte International",
"count": 489
}
],
"sample_roll": {
"funnel": {
"sampleable": 90959,
"converted": 70022,
"gap": 20937,
"gap_quote_only": 13194,
"gap_backlog": 7743,
"conversion_pct": 77
},
"vendors": [
{
"vendor": "Phillipe Romano",
"sampleable": 13064,
"converted": 5455,
"leak": 2868
},
{
"vendor": "Coordonné",
"sampleable": 1428,
"converted": 267,
"leak": 1161
},
{
"vendor": "Arte International",
"sampleable": 489,
"converted": 0,
"leak": 489
},
{
"vendor": "Scalamandre Wallpaper",
"sampleable": 942,
"converted": 612,
"leak": 330
},
{
"vendor": "AS Creation",
"sampleable": 327,
"converted": 0,
"leak": 327
},
{
"vendor": "Thibaut",
"sampleable": 3101,
"converted": 2903,
"leak": 198
},
{
"vendor": "Mind the Gap",
"sampleable": 1019,
"converted": 836,
"leak": 183
},
{
"vendor": "De Gournay",
"sampleable": 172,
"converted": 0,
"leak": 172
},
{
"vendor": "Designer Wallcoverings",
"sampleable": 968,
"converted": 798,
"leak": 170
},
{
"vendor": "Malibu Wallpaper",
"sampleable": 3663,
"converted": 3518,
"leak": 145
}
],
"order_data": {
"mp_orders": {
"rows": 6,
"types": [
{
"type": "wallpaper",
"count": 6
}
],
"note": "Marketplace seed data — 6 identical $496 wallpaper rows, one date, no sample-type rows. Not real customer history."
},
"digital_sample_orders": {
"rows": 25,
"span_start": "2026-01-17",
"span_end": "2026-02-15",
"note": "Real but thin — DIGITAL sample orders only (not the $4.25 physical memo program); too few to compute a behavioral conversion rate."
},
"shopify_orders_present": false,
"note": "dw_unified is a CATALOG mirror: no shopify_orders table. Real memo→roll order conversion is not measurable here — instrumenting it is the recommendation, not the finding."
}
},
"monthly_activation": [
{
"month": "Feb",
"added": 922
},
{
"month": "Mar",
"added": 4310
},
{
"month": "Apr",
"added": 3571
},
{
"month": "May",
"added": 492
},
{
"month": "Jun",
"added": 5286
},
{
"month": "Jul",
"added": 13458
},
{
"month": "Aug",
"added": 6396
},
{
"month": "Sep",
"added": 4698
}
],
"needs_tags": [
{
"tag": "Needs-Price",
"count": 18083
},
{
"tag": "Needs-Image",
"count": 10000
},
{
"tag": "Needs-Width",
"count": 17573
},
{
"tag": "Needs-Description",
"count": 278
}
],
"style_mix": [
{
"style": "Contemporary",
"count": 33234
},
{
"style": "Traditional",
"count": 29887
},
{
"style": "Textured",
"count": 27357
},
{
"style": "Geometric",
"count": 13627
},
{
"style": "Floral",
"count": 10965
},
{
"style": "Grasscloth",
"count": 10250
},
{
"style": "Stripe",
"count": 9590
},
{
"style": "Mural",
"count": 4328
},
{
"style": "Metallic",
"count": 3494
},
{
"style": "Damask",
"count": 2134
}
],
"color_mix": [
{
"color": "Beige",
"hex": "#d9c9a8",
"count": 23670
},
{
"color": "White",
"hex": "#f2efe8",
"count": 21256
},
{
"color": "Gray",
"hex": "#9a9a99",
"count": 12327
},
{
"color": "Blue",
"hex": "#5a7fa8",
"count": 9195
},
{
"color": "Brown",
"hex": "#8a6a4c",
"count": 9084
},
{
"color": "Green",
"hex": "#6b8f6d",
"count": 8147
},
{
"color": "Gold",
"hex": "#c9a24b",
"count": 6461
},
{
"color": "Black",
"hex": "#2b2b2b",
"count": 4601
},
{
"color": "Red",
"hex": "#a84a44",
"count": 4540
},
{
"color": "Pink",
"hex": "#d3a0a6",
"count": 4454
}
]
},
"channels": [
{
"key": "facebook",
"label": "Facebook Pages",
"connected": true,
"accounts": 80,
"canPost": null,
"note": ""
},
{
"key": "instagram",
"label": "Instagram",
"connected": true,
"accounts": 35,
"canPost": null,
"note": ""
},
{
"key": "tiktok",
"label": "TikTok",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
},
{
"key": "youtube",
"label": "YouTube",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
},
{
"key": "bluesky",
"label": "Bluesky",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
},
{
"key": "threads",
"label": "Threads",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
},
{
"key": "linkedin",
"label": "LinkedIn",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
}
],
"fleet": {
"count": 1075,
"up": 978,
"with_feed": 352,
"total_handles": 71404,
"shopify_products": 1500,
"handles_sum": 65484,
"sites": [
{
"host": "japan.designerwallcoverings.com",
"type": "pm2",
"products": 29073,
"handles": 29073,
"products_rollup": 30613,
"products_db": null,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "commercial.designerwallcoverings.com",
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"products": 200,
"handles": 200,
"products_rollup": 22779,
"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "phillipe-romano.designerwallcoverings.com",
"type": "brand",
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"handles": 0,
"products_rollup": 13644,
"products_db": 13644,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "phillipe-romano-internal.designerwallcoverings.com",
"type": "vendor-internal",
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"products_db": 13644,
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"ok": true,
"feed": true
},
{
"host": "cowtan.designerwallcoverings.com",
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"capped": true,
"ok": true,
"feed": true
},
{
"host": "cowtan-tout.designerwallcoverings.com",
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"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "astek.designerwallcoverings.com",
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"handles": 6167,
"products_rollup": 6167,
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"ok": true,
"feed": true
},
{
"host": "as-creation.designerwallcoverings.com",
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"capped": true,
"ok": true,
"feed": true
},
{
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{
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{
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{
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},
{
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},
{
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},
{
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},
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},
{
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{
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},
{
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},
{
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},
{
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{
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{
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{
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{
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{
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{
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},
{
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"ok": true,
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{
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},
{
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"ok": true,
"feed": true
},
{
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"capped": false,
"ok": true,
"feed": true
},
{
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"ok": true,
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},
{
"host": "phillip-jeffries.designerwallcoverings.com",
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},
{
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},
{
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},
{
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},
{
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},
{
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},
{
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"ok": true,
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},
{
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"ok": true,
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},
{
"host": "lee-jofa-internal.designerwallcoverings.com",
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"ok": true,
"feed": true
},
{
"host": "arte.designerwallcoverings.com",
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"capped": true,
"ok": true,
"feed": true
},
{
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"products_rollup": 1822,
"products_db": 1822,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "los-angeles-fabrics-internal.designerwallcoverings.com",
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"capped": false,
"ok": true,
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},
{
"host": "china-seas.designerwallcoverings.com",
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"ok": true,
"feed": true
},
{
"host": "china-seas-internal.designerwallcoverings.com",
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"ok": true,
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},
{
"host": "tres-tintas.designerwallcoverings.com",
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"handles": 200,
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"capped": true,
"ok": true,
"feed": true
},
{
"host": "coordonne.designerwallcoverings.com",
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