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The company needed a data-driven performance monitoring tool to evaluate year-to-date (YTD) sales, profit, and quantity trends across global markets and product categories.
Existing reports were static and lacked comparative visibility between the current year and previous year (PY), making it difficult for management to identify regional growth drivers, underperforming categories, and market share distribution.
The goal was to build a Tableau dashboard that consolidated key sales KPIs and delivered real-time insight into category-level performance, regional contribution, and customer acquisition patterns.
my task was to:
Develop an interactive Tableau dashboard that tracked YTD Sales, Profit, and Quantity versus the previous year.
Segment performance by product category and by market region to uncover growth opportunities and loss areas.
Design intuitive visual indicators (arrows, colors, YoY % changes) for quick executive interpretation.
Ensure scalability by structuring the data model to support future filtering by customer segments and regions.x
To deliver this, I:
Prepared and Modeled the Data
Cleaned and standardized raw transactional data from multiple CSV sources.
Created calculated fields for YoY growth (%), profit margin, and regional market share.
Designed parameters to dynamically switch between customer segment and market filters.
Developed the E-Commerce Dashboard in Tableau
Designed KPI cards summarizing:
Sales: $14.11M (+5.04% vs PY)
Profit: $1.30M (–0.46% vs PY)
Quantity: 157,978 units (–15% vs PY)
Built a donut chart to visualize market share by region — LATAM (45.86%) and Europe (43.37%) leading global sales.
Created bar charts comparing category-wise YTD vs PYTD performance to identify growth and decline patterns.
Used color-coded performance indicators:
🟩 Green = Above previous year
🟥 Red = Below previous year
🟦 Blue = No prior-year sales
Enhanced Analytical and Visual Clarity
Designed an interactive “Market-wise Customer Acquisition” view using a rank chart to show how regional performance evolved over time.
Used a consistent color palette and minimalist layout to improve executive readability.
Implemented calculated fields for “No sales in PY” scenarios (e.g., new product lines like Computers).
The final dashboard provided a comprehensive real-time snapshot of eCommerce sales performance, allowing executives to make informed strategic decisions.
Tableau Desktop (KPIs, YoY calculations, dual-axis charts, filters, and parameters)
Data Cleaning and Structuring (Excel/CSV Integration)
Global Market Segmentation and Performance Analytics
Dashboard Design and Visualization Strategy
Business Insight Communication and Decision Support
Total YTD Sales: $14.11 M, showing a 5.04 % increase vs previous year (PY) — modest but positive revenue growth.
Profit: $1.30 M, slightly down 0.46 % vs PY, indicating margin compression despite higher sales.
Quantity Sold: 157,978 units, down 15 % vs PY, suggesting fewer items sold at higher prices or a shift toward premium products.
→ Action: Conduct a margin analysis to identify cost drivers; review pricing and discount strategies to maintain profitability while sustaining sales growth.
LATAM and Europe together contribute ~89 % of total sales — LATAM 45.9 %, Europe 43.4 %.
Pacific Asia (8.3 %) shows moderate performance, while Africa (2.3 %) and USCA (0.2 %) remain underdeveloped.
→ Action: Focus growth investments on LATAM and Europe, where strong brand presence exists.
→ Action: Launch targeted marketing or partnership programs in Africa and Pacific Asia to diversify revenue streams and reduce geographic concentration risk.
| Category | Sales | YoY Change | Key Takeaway |
|---|---|---|---|
| Water Sports | $1.34 M | ▲ 21.1 % | Fastest-growing category; demand likely driven by seasonal campaigns. |
| Camping & Hiking | $1.66 M | ▲ 12.6 % | Consistent category with stable growth; opportunity for bundling offers. |
| Cardio Equipment | $2.34 M | ▼ 4.05 % | Slight decline; indicates market saturation or pricing issues. |
| Cleats / Footwear / Indoor Games | $0.8–1.2 M | ▼ 25–26 % | Significant underperformance; may need repositioning or discontinuation. |
| Computers | $0.66 M | New category | New entrant showing early traction — potential long-term growth driver. |
→ Action:
Re-evaluate underperforming categories for cost, inventory, and demand alignment.
Increase inventory and marketing support for high-growth categories like Water Sports and Camping & Hiking.
Scale up the Computers segment through targeted promotions or cross-selling with related products.
LATAM is the largest market (45.86 %), slightly ahead of Europe (43.37 %).
Smaller markets (Pacific Asia, Africa, USCA) represent a combined share below 11 %.
→ Action: Use market-specific analytics to identify the factors driving LATAM’s dominance — replicate best practices in emerging regions.
→ Action: Explore localization strategies (currency support, regional pricing) to grow smaller markets.
Europe and LATAM consistently hold the top two ranks in customer acquisition across multiple months, indicating strong retention and new-customer inflow.
USCA and Africa rank lowest in acquisition, highlighting limited penetration.
→ Action:
Strengthen digital marketing, referral programs, and regional influencer partnerships to boost acquisition in lagging regions.
Leverage predictive models to identify high-value customers and prioritize retention campaigns.
While sales grew 5 %, quantity dropped 15 %, meaning average order value increased — possibly from higher-priced or premium items.
→ Action: Maintain this premium strategy but track elasticity; ensure customer segments can sustain higher price points.
The LATAM market shows strong alignment with high-growth categories like Water Sports and Camping & Hiking.
Europe’s sales are distributed more evenly but with flatter growth, suggesting market maturity.
→ Action:
Tailor category marketing per region: emphasize adventure/outdoor gear in LATAM, focus on fitness and tech categories in Europe.
Introduce performance-based marketing focused on declining product lines (e.g., Footwear, Indoor Games).
Expand inventory forecasting models using Tableau or predictive analytics to balance regional demand.
Build regional dashboards off this global view for local managers to act faster on trends.
Sales growth is positive but fragile — profit and quantity drops signal efficiency challenges.
LATAM and Europe remain core profit centers; smaller regions need investment.
Product portfolio optimization can drive up to 25 % efficiency gain if underperformers are rationalized.
Customer data reveals strong loyalty in top regions but room for acquisition growth elsewhere.
The dashboard provides leadership a centralized, data-driven decision tool to monitor trends, detect weaknesses, and allocate resources strategically.
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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