Decoding Performance: In-Depth Sales Insights for San Martin

Objective:

The objective of this project is to comprehensively analyze the sales performance of San Martin stores during January 2021. This analysis will encompass various facets including the assessment of KPIs, understanding geographical variations in sales, and evaluating the effectiveness of sales agents. ​Additionally, the project aims to segment customers based on relevant criteria and conduct an in-depth analysis of product performance, fulfillment timelines, and associated costs. Through this analysis, insights will be derived to inform strategic decision-making and optimize sales strategies for San Martin stores.​

Outline of the project:

Time-based Analysis

• Examined sales and profits trends over time (e.g., weekly, daily)
• Analyzed trends in average order processing time (in days) over time

Regional Analysis

• Analyzed sales performance across different geographical regions within Spain
• Compared regional sales contributions and identified high-performing and low-performing areas

Store Performance Analysis

• Evaluated the sales performance of individual store location
• Identified top-performing and underperforming stores

Product Performance Analysis

• Analyzed the sales and profit contribution and performance of different product categories and individual products
• Visualized the average order processing time, product category contribution and product category distribution of each product category
• Identified top-selling and underperforming products

Sales Agent Performance Analysis

• Assessed the sales performance of individual sales agents
• Identified top-performing and underperforming sales agents

Customer Segmentation Analysis

• Performed customer segmentation based on purchasing frequency and total amount spent on products
• Examined the purchasing patterns and preferences of each segment