Home > Portfolio
The Brief
Arizona Retail Stores, a subsidiary of Arizona Group, needs insights into their sales and customer data. They want to analyze year-over-year sales performance, trends, and customer behaviors. This analysis will assist sales and marketing teams, as well as management, in understanding sales performance, and customer behaviour.
As their BI Analyst, management would like you to build a sales and customer dashboard.
Key requirements for the sales dashboard include:
- Display a summary of total sales, profits, and quantity sold for the current and previous year.
- Present the data for each KPI monthly for the current and previous year.
- Identify months with the highest and lowest sales.
- Compare sales performance by product subcategories for the current and previous year, including sales with profit.
- Present weekly sales and profit data for the current year.
- Display the average weekly values.
- Highlight weeks above and below the average to draw attention to sales & profit performance.
Key requirements for the customer dashboard include:
- Display a summary of the total number of customers, average sales per customer, and total number of orders for the current and previous years.
- Present the data for each KPI monthly for the current year and previous year.
- Identify months with the highest and lowest sales.
- Present the distribution of customer orders and retention to provide insights into customer engagement and loyalty.
- Present the top 10 customers who have generated the most profit for the company with additional information like rank, number of orders, current sales, current profit, and the last order date.
Tools: TABLEAU
Process and Implementation
Data Exploration
- Data Definitions – Table and Column definitions (details excluded for demo purposes)
- Orders.csv
- Customers.csv
- Products.csv
- Location.csv
- Data Profiling – Count of Rows, Nulls, Duplicates, Value Count, Min, Max, Mean, Median (general data profiling techniques)
Dashboard Planning
Dashboard planning is critical to delivering clear and valuable insights to stakeholders.
We followed the steps below;
- Understand the needs, requirements, and goals of business users.
- Explore the data and prioritize business needs.
- Define the purpose, audience, and consumption.
- Choose the right metrics.
- Choose the right charts, filters, colors, fonts, and icons.
- Develop a wireframe and mockup.
- Eliminate noise – anything that takes up space and doesn’t add value. For example, excessive colors, background images, grid lines, and 3d charts.
- Design layout to focus attention – use size and color to drive attention, group related elements, z or f reading pattern on chart importance.
- Use descriptive data labels to tell a story.
- Optimize for multiple devices (not carried out for demo purposes).
Data Modeling & Transformation
Data modeling and transformations were done in Tableau. Various calculated fields were created with a year parameter.
Calculated field created include;
- CY Sales
- PY Sales
- % Diff Sales
- CY Quantity
- PY Quantity
- % Diff Quantity
- CY Profit
- PY Profit
- % Diff Profit
- No. Of Orders
- Min/Max CY Sales
- CY Customer Count
- PY Customer Count
- % Diff Customer Count
and much more…
More on sales dashboards:
Arizona Retail Store would like to get insights into its regional sales performance. The sales manager would like to track;
- KPIs: sales, units sold, and gross profit month-to-date.
- Daily sales and total sales per region.
- Top performing product subcategories.
- A breakdown of each order, including order date, ID, quantity sold, sales, and profit.
Regional Sales Dashboard
