Business Intelligence / Power BI
Future Tech Atlantic
Sales Performance & Customer Intelligence
An interactive Power BI solution that transforms retail sales, product, returns, cost and customer data into actionable business intelligence.
Overview
Project overview
Role
Data Analyst / BI Developer
Project type
Sales & Customer Analytics
Primary tool
Microsoft Power BI
Focus
Business Intelligence & Decision Support
The project was developed to provide business stakeholders with a consolidated view of sales performance, product demand, returns, production costs and customer characteristics. The dashboard turns transactional data into an interactive decision-support environment.
Context
The Business Challenge
Retail organizations generate significant volumes of transactional information, but raw records make it difficult for decision-makers to identify important patterns quickly. This project was designed to answer questions including:
How much income is being generated?
How many products are being ordered?
Are orders increasing or decreasing?
Is the organization achieving its targets?
Which products are generating the greatest demand?
Which products have concerning return rates?
Which product category performs best?
Who are the organization's customers?
Results
Performance at a Glance
Annual income
1 Billion
Total order quantity
45K+
Total returns
2K
Cost of production
121.20K
Quarterly order quantity
45,314
Quarterly target
36,230
Performance vs target
+25.07%
Monthly returns
176
Best category
Accessories
Method
Analytical approach
Business Questions
Defined the operational and commercial questions the dashboard needed to answer.
Data Preparation
Cleaned and transformed relevant sales, product, returns and customer data.
Data Modeling
Structured relationships between transactional data and supporting dimensions.
DAX Measures
Created business measures for orders, returns, targets, costs and performance.
Visualization
Selected appropriate visualizations to communicate trends, KPIs and segments.
Insights
Identified patterns in sales, products, returns and customers.
Recommendations
Converted analytical findings into practical business actions.
Showcase
Interactive Business Intelligence
The dashboard combines executive KPIs with monthly order trends, product-level performance, return analysis, target tracking, category performance and customer segmentation.
Findings
Key Insights
Orders exceeded target by 25%
Quarterly order quantity reached 45,314 compared with a target of 36,230.
Order demand strengthened through the period
Following an early decline in February, monthly order quantities increased consistently through June.
Accessories emerged as the strongest category
Accessories ranked as the dashboard's best-performing product category.
High demand can hide return problems
Water Bottle - 30 oz. recorded the highest displayed order volume at 4,565 units while also having an approximately 20.45% return rate.
Customer segmentation adds strategic context
Marital status and occupation provide additional perspectives for understanding the organization's customer base.
Deep dive · Water Bottle - 30 oz.
High Sales Do Not Always Mean High Performance
The product generates substantial demand but also records the highest return rate among the displayed products. This demonstrates why product performance should be evaluated using multiple metrics rather than sales volume alone.
4,565
Units ordered
20.45%
Return rate
17.52%
Customer share
Highest displayed order volume paired with the highest displayed return rate — a demand signal and a quality signal in the same product.
Actions
Business recommendations
Investigate high-return products
Review quality, packaging, fulfillment and customer expectations for products with unusually high return rates.
Capitalize on strong categories
Evaluate whether additional inventory, promotions and cross-selling opportunities can increase performance within Accessories.
Understand the drivers of order growth
Determine whether the increase in monthly orders resulted from seasonality, campaigns, specific products or customer segments.
Develop return-adjusted product KPIs
Combine sales, costs and returns to provide a more accurate view of product performance and profitability.
Technical
Behind the Analysis
Power Query
Data cleaning, transformation and preparation.
Data Modeling
Relationships between transactional, product, customer and date information.
DAX
Dynamic measures for KPIs, orders, targets, returns and performance calculations.
Power BI
Interactive dashboard development and data storytelling.
Skills demonstrated
Impact
From Data to Decision
This project demonstrates how transactional data can be transformed into an executive decision-support tool. By combining sales activity, product performance, returns, costs and customer characteristics, the dashboard helps stakeholders move from simply reporting what happened to understanding where action may be required.