The organization required a comprehensive analytics solution to evaluate year-over-year sales performance and customer behavior.
Sales data from 2022 and 2023 was available but not effectively visualized, making it difficult to track revenue growth, profitability trends, and customer order patterns.
The goal was to build an interactive Tableau dashboard that could deliver clear performance insights, monitor key KPIs, and support strategic sales planning and customer segmentation.
My objective as the Data Analyst was to translate raw transactional data into visual, data-driven intelligence that could guide management decisions.
Specifically, I was tasked to:
Develop two integrated dashboards—one focusing on overall sales and product performance, and another on customer engagement and profitability.
Establish standardized KPI calculations (e.g., sales growth %, profit growth %, sales per customer, and order frequency) to ensure consistent performance tracking.
Enable interactive functionality (filters, parameters, YoY comparisons) that allowed users to analyze performance by product category, customer, and month.
Design a clean, executive-friendly layout that clearly communicated trends and exceptions without requiring technical interpretation.
To accomplish this, I:
Prepared and Modeled the Data
Consolidated 2022–2023 data sources, cleaned duplicates, and ensured field consistency.
Created calculated fields for YoY growth, profit margin, average order value, and sales per customer.
Built a structured data model optimized for Tableau performance and dynamic interaction.
Developed Interactive Dashboards
Designed two connected dashboards:
Sales Dashboard (2023): Showcasing KPIs — Sales $733K (+20.4%), Profit $93K (+14.2%), Quantity 12K (+26.8%).
Customer Dashboard (2023): Highlighting 693 customers (+8.6%), Average Sales per Customer $1,058 (+10.8%), Orders 1,687 (+28.3%).
Implemented line charts for monthly trends, bar charts for category performance, and ranking tables for top customers by profit.
Used parameter controls and highlight indicators for the highest and lowest performing months.
Enhanced Analytical Depth
Built side-by-side comparisons of 2022 vs 2023 for sales and profit by subcategory.
Identified top 10 customers by profit, order frequency, and last order date to highlight key contributors.
Created a customer order frequency chart to reveal retention and engagement gaps.
Applied a consistent minimalist design with gray-blue tones, clear typography, and KPI callouts for quick interpretation.
The dashboards converted static sales data into actionable, interactive insights, giving leadership full visibility over both product and customer performance.
Key outcomes:
20% YoY sales growth and 14% profit improvement visualized clearly across time, category, and customer level.
Highlighted Phones, Chairs, and Storage as high-performing subcategories; Machines and Appliances required strategic review due to losses.
Identified top 10 customers driving most profit and uncovered that 60% of customers placed only 1–2 orders, guiding future retention initiatives.
Reduced manual report generation time by 70%, enabling real-time data exploration and faster decision-making across departments.
Tableau Desktop (parameters, filters, YoY analysis, interactive KPIs)
Data Modeling & Preparation (Excel / CSV integration)
Customer & Product Segmentation
Business Reporting & Visualization Design
Analytical Storytelling & Insight Communication
Total sales reached $733K, marking a 20.4% increase vs 2022, while total profit grew by 14.2% to $93K.
→ Action: Maintain current sales strategies while reviewing operational costs to ensure profit growth matches revenue growth.
Sales quantity increased by 26.8%, indicating improved demand and market traction.
→ Action: Evaluate production and inventory capacity to sustain demand surges during peak months (e.g., October–November).
Sales and profit trends peaked around March and October, showing clear seasonality and strong end-of-year performance.
→ Action: Align marketing campaigns and promotions with these peak months to capitalize on momentum.
→ Action: Investigate dips in February and June to understand temporary slowdowns (e.g., supply chain issues or reduced campaigns).
Phones, Chairs, and Storage subcategories delivered the highest sales and profits, representing key growth drivers.
→ Action: Focus on expanding these product lines through targeted marketing and cross-selling opportunities.
Machines and Appliances recorded negative profit margins, signaling over-discounting, high costs, or weak demand.
→ Action: Conduct a profitability review—adjust pricing, renegotiate supplier terms, or phase out low-margin products.
Tables and Copiers showed moderate profit but consistent sales volume.
→ Action: Optimize pricing or bundles to improve profitability without losing demand.
Total customers grew to 693, an 8.6% YoY increase, with average sales per customer at $1,058 (+10.8%).
→ Action: Leverage CRM strategies to convert new customers into repeat buyers.
Total orders increased by 28.3%, yet most customers (≈60%) made only 1–2 purchases in the year.
→ Action: Launch retention initiatives—email remarketing, loyalty discounts, or membership programs—to increase repeat orders.
A small segment of high-frequency buyers (4+ orders) contributed disproportionately to total revenue.
→ Action: Prioritize personalized service and exclusive offers for these high-value customers.
The Top 10 customers generated significantly higher profits, led by Raymond B. ($6,781 profit, $14,203 sales).
→ Action: Build account-based management (ABM) strategies around top clients to nurture long-term loyalty.
Several smaller clients showed frequent purchases but low profit per order, suggesting discount sensitivity.
→ Action: Review pricing tiers or introduce volume-based incentives to balance profitability with retention.
2023 outperformed 2022 in nearly all metrics—sales, profit, and order volume—indicating strong post-year recovery and effective sales execution.
→ Action: Continue current data-driven forecasting approach and expand into regions or customer segments showing highest YoY gains.
Profit growth lagged behind sales growth (14% vs 20%), highlighting a potential margin compression issue.
→ Action: Review promotional spend, shipping costs, and product discount structures to close the gap between sales and profit growth.
The distribution by number of orders shows most customers made 1–3 purchases, with very few making more than 5.
→ Action: Segment customers by order frequency to design retention programs—e.g., targeted reactivation campaigns for one-time buyers.
High order concentration in Q4 aligns with seasonal demand spikes.
→ Action: Strengthen inventory planning and staffing during Q4 to maximize sales efficiency.
A small percentage of customers and products account for a large share of profit, indicating dependency risk.
→ Action: Diversify the customer base and product portfolio to mitigate over-reliance on top performers.
→ Action: Develop mid-tier customer acquisition strategies to broaden the revenue base.
The business is in a growth phase, with solid sales expansion and customer acquisition momentum.
However, profit margins need optimization through cost management and selective product review.
The dashboards provide an opportunity for leadership to:
Focus investment on high-performing product categories.
Strengthen customer retention programs.
Align sales operations around proven seasonal patterns.
Track performance more closely using real-time Tableau analytics.
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