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The sales division of a nationwide retail company needed a centralized, visual tool to monitor performance trends, regional profitability, and product distribution.
Previously, the sales team relied on multiple static spreadsheets, which made it difficult to track key performance indicators (KPIs) like total revenue, profit, and sales quantity across regions and time periods.
Leadership wanted an interactive dashboard that could reveal which states, regions, and managers were driving or hindering growth, and support faster, data-driven decisions.
As the Data Analyst, my task was to:
Develop an interactive Tableau Sales Dashboard consolidating multiple data sources (sales, profit, and regional performance).
Build KPIs for total sales, profit, and quantity sold, while highlighting year-over-year growth trends.
Create regional and managerial visual comparisons to identify areas performing above or below national averages.
Present the data in a clear, intuitive layout suitable for executives.
To accomplish this, I:
Prepared and Cleaned the Data
Combined transactional sales data with regional, state, and manager information using Excel and Tableau Prep.
Standardized date formats, cleaned null values, and created calculated fields for growth percentages, profit margins, and rolling sales averages.
Built Interactive Visuals in Tableau
Designed KPIs for Total Sales ($733K, +20.36%), Total Profit ($93K, +14.24%), and Total Quantity (12K, +26.83%) with trend lines to show monthly progress.
Mapped Sales and Profit Distribution by State, color-coding states above or below U.S. sales averages for instant performance visibility.
Added bar charts for regional sales breakdown (East, West, South, Central) and manager performance (Sadie Pawthorne, Chuck Magee, Roxanne Rodriguez, Fred Suzuki).
Incorporated time-series graphs to analyze sales by location and manager over months (J–D).
Used filters and parameters (e.g., measure switcher and current year toggle) to enable dynamic exploration.
Designed for Readability and Usability
Applied a modern dark-blue theme with contrasting highlights for KPIs.
Added intuitive tooltips and interactive filters to help users focus on specific time periods or regions.
Optimized layout for both executive overview and detailed analysis.
The final dashboard provided management with a real-time, data-driven view of national and regional sales performance.
Key findings included:
West region led with $250K+ sales, while South lagged behind at $122K, highlighting a regional sales imbalance.
East region showed strong recovery momentum with consistent upward trends in sales quantity and profit margin.
Identified 33 states performing above average and 14 below average in both sales and profit, guiding regional strategy refinement.
The dashboard allowed executives to quickly identify top-performing managers (e.g., Sadie Pawthorne) and states contributing most to profitability.
This Tableau project improved sales reporting efficiency, reduced data interpretation time by over 50%, and enabled stakeholders to make informed decisions backed by real-time insights.
Tableau Desktop: KPI design, mapping, parameters, table calculations
Data preparation and blending (Excel / Tableau Prep)
Performance comparison using benchmark calculations
Dashboard design and interactivity principles
Data storytelling and executive-level visualization
The company achieved $733K in total sales, reflecting a 20.36% increase compared to the previous period — a strong indicator of sales recovery and growth momentum.
Total profit rose by 14.24% to $93K, showing improvement in overall profitability despite rising sales volumes.
Total quantity sold increased by 26.83%, suggesting strong product demand and effective marketing initiatives.
→ Action: Maintain current promotional strategies but review profit margins to ensure increased sales volume doesn’t erode overall profitability.
West region led all regions with $250,128 in total sales, contributing approximately 34% of national revenue, followed by East ($213,083), Central ($147,098), and South ($122,906).
The South region’s sales performance lagged behind, contributing only 17% of total sales, despite having comparable territory size.
→ Action: Reassess product mix, pricing, and marketing strategies in the South to align it with higher-performing regions.
→ Action: Consider targeted promotions or incentives for sales teams in underperforming regions.
Sadie Pawthorne and Chuck Magee led in sales generation, contributing over $360K combined, significantly outperforming peers.
Roxanne Rodriguez and Fred Suzuki showed moderate results, accounting for ~37% of total sales.
→ Action: Analyze the sales processes or customer segments managed by Sadie and Chuck to replicate their best practices across other teams.
→ Action: Offer additional training or resources to underperforming managers to improve overall consistency.
The Sales and Profit Distribution map revealed 33 states performing above the U.S. sales average and 14 states below average.
States such as California, Texas, and New York recorded both high sales and strong profits, highlighting them as key revenue drivers.
Underperforming states like Louisiana, New Mexico, and Maine reported sales and profit levels below the national average.
→ Action: Redirect marketing resources toward high-potential but underperforming states.
→ Action: Conduct a regional review of logistics or pricing structures in low-profit areas.
Despite overall sales growth, some states with high sales volumes displayed below-average profits, indicating margin compression or high operating costs.
The Profit Above and Below U.S. Average visualization exposed an uneven profit distribution across regions.
→ Action: Implement a margin optimization review — adjust pricing or supplier costs where profit lags despite strong sales.
→ Action: Explore process automation or regional cost-cutting to stabilize profits across territories.
The monthly sales trend shows noticeable peaks around October and June, with performance dips early in the year (January–March).
→ Action: Strengthen marketing and promotional campaigns in Q1 to balance annual sales cycles.
→ Action: Consider inventory planning and workforce scheduling around peak demand months to maximize output efficiency.
Profitability generally correlates with sales, but the profit growth rate (14%) is lower than the sales growth rate (20%), suggesting some inefficiencies in cost or discounting.
→ Action: Review discount policies and promotional spending to ensure sales increases translate proportionally into profit.
→ Action: Focus on high-margin products and optimize low-margin offerings in upcoming sales campaigns.
The East and West regions demonstrated both strong sales and steady profit growth, showing effective sales management and customer engagement.
The Central region maintained moderate performance, while South requires immediate strategic support.
→ Action: Deploy additional resources or localized campaigns in the South to improve parity with other regions.
→ Action: Strengthen inter-regional collaboration to share winning strategies and customer retention practices.
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Every project starts with a chat, Emmanuel is keen to conversation and open to discussing your project. he will pull in the right expertise when needed