Adventure Works Dashboard

🎯 Problem Statement:

The project aimed to address key business needs such as tracking sales performance, monitoring KPIs, and analyzing trends over time. The challenge was to extract, clean, and model data from multiple sources and present it in a visually engaging and user-friendly format.

📊 Business Case:

This dashboard was built to support decision-makers in:

• Identifying top-performing products and regions.
• Comparing sales performance across different periods.
• Understanding customer purchase behavior through various slicers and filters.

🔑 Power BI Features & Concepts Used:

• Power Query Editor for transforming raw data, handling null values, and creating conditional columns.
• Data Modeling using relationships between tables (fact and dimension) to ensure seamless interaction between the datasets.
• DAX measures for calculating dynamic metrics like revenue growth, sales trends, and profit margins.
• Interactive Visuals such as funnel charts, bar charts with secondary stepped lines, and map visualizations with filters, making it easy to explore the data in-depth.

Executive Overview

Key Metrics:

• Total Revenue: $25M
• Total Profit: $10M
• Total Orders: 25K
• Return Rate: 2.2%

Key Findings:

1. Revenue and Orders:

   • Steady Growth: Revenue has shown consistent growth.
   • Monthly Fluctuations: Seasonal patterns impact revenue/orders, influenced by promotions and holidays.
   • Top Categories: Bikes and Accessories lead in sales.

2. Profitability:

   • Healthy Profit Margin: $10M profit reflects good margins.
   • Product-Level Insights: High-margin products offer room for optimization.

3. Returns:

   • Return Rate: At 2.17%, it's manageable but worth reviewing for potential improvements.
   • Top Returned Items: Addressing frequently returned products can improve quality and satisfaction.

Customer Details

Observations:

• 17.4K unique customers, with an average $1,431 revenue per customer.
• Revenue per customer shows a declining trend from Jan 2020 to mid-2021.
• Professionals contribute the most orders (7.9K), followed by Skilled Manual (6.0K) and Management (4.4K).
• Most orders come from the Average Income Level group (11.6K), while the High Income Level group contributes the least (2.8K).
• The Top 100 customers generate $615,329 in revenue. Mr. Maurice Shan is the top customer with $12,408 in revenue from 6 orders.

Key Impacts:

• Declining revenue per customer signals a need for improved customer engagement.
• Professionals drive the most orders, while High Income customers are an untapped opportunity.
• Top customers contribute significant revenue, making customer retention crucial.

Important Factors:

• Targeted marketing can boost orders from lower-contributing segments like Management and High-Income groups.
• Customer trends should be monitored closely to reverse the revenue decline.

This summary can guide strategies to boost revenue and customer engagement.

The map emphasizes the dominance of North America and Europe in the company’s geographical performance, with potential growth opportunities in other regions like Australia.

Product Details

This section provides a comprehensive overview of product performance, focusing on key metrics such as monthly orders, revenue, profit, and the impact of price adjustments. Key metrics include:

Monthly Orders

Monthly Revenue

Monthly Profit

Price Adjustment

For example, here it's showing analysis for performance of the Road Tire Tube product.

Observations:

1. Monthly Performance vs Target:

   • Orders: 213 orders vs. a target of 234 (below target).
   • Revenue: $1,668 vs. a target of $1,804 (below target).
   • Profit: $1,044 vs. a target of $1,129 (below target).

2. Profit Trending:

   • Total Profit and Adjusted Profit are both following an upward trend over the past year, indicating consistent profitability with occasional fluctuations.
   • Profit spiked noticeably between August 16, 2021, and June 27, 2022, driven by various factors including increased sales.

3. Orders Trend:

   • Orders show a steady increase from mid-2021 to mid-2022, with regular seasonal dips but a positive overall trend.

4. Price Adjustment:

   • There’s a slight price adjustment (0.10%) factored into the profits, helping to fine-tune the product’s profitability over time.

5. Report Summary:

   • 213 total orders for Road Tire Tube during the analyzed period.
   • 260% increase in both Adjusted and Total Profit observed between June 2021 and June 2022.
   • Largest period of profit growth occurred between August 16, 2021, and June 27, 2022, with a notable increase of $25.

Conclusion:

While orders, revenue, and profit have generally trended upward, the Road Tire Tube has missed its target for the current month. Positive profitability trends and consistent order volumes show long-term potential, but short-term strategies may need adjustment to meet targets.

Certificate of Completion