SALES PERFORMANCE ANALYSIS

Leveraging Tableau's Advanced Analytics for Sales Performance and Market Trend Analysis at Ken’s Supplies

Disclaimer⚠️: All datasets and reports do not contain real proprietary, confidential, or sensitive information from any company, institution, or individual. All info are dummy and design to demonstrate my capabilities of using Tableau to build advance analytics dashboard

INTRODUCTION

This project focuses on analyzing sales performance across various product categories at Ken’s Supplies (the leading provider of office supplies, furniture, and technology products) using advanced analytics tools in Tableau. By exploring key metrics such as sales trends, revenue, and market opportunities, the analysis aims to provide valuable insights into product performance and business growth. Leveraging Tableau’s powerful visualization and analytical capabilities, the project will uncover actionable data-driven strategies to optimize inventory, improve profitability, and enhance decision-making in a competitive market environment.

PROBLEM STATEMENT

Ken’s Supplies seeks to deepen its understanding of sales performance across various product subcategories by analyzing key metrics such as sales revenue, profit, and quantity sold. The primary challenge is identifying year-over-year trends and evaluating the contribution of each subcategory to overall business performance. A lack of clear insight into these trends hinders effective decision-making related to inventory management, pricing strategies, and product investment. By thoroughly analyzing these metrics, Ken’s Supplies can uncover growth opportunities, address underperforming areas, and gain the insights necessary to optimize inventory, refine pricing strategies, and guide future investments in key product categories.

AIM OF THE PROJECT

• Provide an overview of year over year sales performance, focusing on sales revenue, profit, and quantity.
• Analyze sales trends, identifying top performing and underperforming areas.
• Improve profitability and sales growth by understanding key performance metrics across product subcategories.
• Visualize sales metrics and trends using Tableau to present actionable insights to decision makers.
• Use insights to make recommendations for enhancing business profitability.

SKILL & CONCEPT DEMOSTRATED

• Business Understanding
• Data Understanding & Preparation
• Data import into Tableau
• Create calculated fields and bulid visualizations
• Design the dashboard layout

MODELLING

I conducted comprehensive data cleaning by using filter functions to eliminate null values and ensuring proper formatting of each column (Date, Text, Number) to support accurate analysis.The data model consists of a main table, Orders, which includes fields such as (Row ID, Order ID, Ship Date, Ship Mode, Customer ID, Segment, Postal Code, Product ID, Sales, Quantity, Discount, and Profit). Additionally, there are sub-tables for Customers, linking (customer names and IDs); Location, adding details like (postal code, city, state, region, and country) and Products, containing (product ID, category, subcategory, and product name). By integrating these tables, we can conduct comprehensive analyses to better understand sales performance at both the product and customer levels.

VISUALIZATION

• KPIs

• Bar Chart

• Line Chart

DATA ANALYSIS

KPIs

This visualization presents key performance indicators (KPIs) for Total Sales, Total Profit, and Total Quantity at Ken's Supplies, along with a comparison of their monthly sales trends to the previous year (PY). In 2023, Total Sales reached $733K, reflecting a 20.4% increase over the previous year. Total Profit for 2023 was $93K, a 14.2% improvement compared to the prior year, while the total quantity sold was 12K, marking a 26.8% growth year-over-year. These KPIs highlight strong overall business performance and growth in 2023.

Bar Chart

This bar chart compares sales and profits by category at Ken's Supplies to the previous year (PY), highlighting variations in subcategory performance. It reveals that while some subcategories saw improvements in both sales and profits, others experienced significant declines. The green bars represent profit, while the red bars indicate losses. Notably, tables showed the largest loss at -$8K compared to the previous year, followed by machines, bookcases, and supplies, indicating areas of concern for further analysis and potential strategic adjustments.

Line Chart

This trend chart visualizes the weekly sales and profit trends for the current year (CY), along with the respective average sales and profit values. It highlights periods where current sales and profits exceed or fall below their respective averages. The green line indicates weeks where sales and profits are above the average, while the red line represents weeks where they fall below. This visualization provides a clear comparison of performance against the average, offering insights into fluctuations and helping identify periods of higher or lower profitability.

DASHBOARD REVIEW

The dashboard provides a comprehensive analysis of sales performance over a four-year period, from 2020 to 2023. It incorporates interactive parameters that allow users to filter and view performance data for a specific year, enabling focused analysis and comparison of sales trends across different time frames.

View previous year(PY) sales using the interactive parameters: https://public.tableau.com/app/profile/victor.omoboye6866/viz/KensSalesdashboard_17277049778080/Dashboard1?publish=yes

2023

RECOMMENDATION

Here are some recommendations to help stakeholders at Ken's Supplies improve sales performance in the coming year based on the insights drawn from the dataset

• Focus on underperforming categories by address the subcategories like tables, machines, and bookcases that showed significant losses by investigating potential causes such as pricing, product quality, or demand fluctuations, and take corrective action to enhance profitability.
• Leverage High-Performing Subcategories by capitalize on subcategories that showed growth in sales and profit by increasing inventory, offering promotions, or expanding marketing efforts to drive further growth in these areas.
• Optimize pricing strategy by review pricing strategies for both high-performing and underperforming products, using the insights from weekly sales trends and average performance to set competitive prices that maximize profit without sacrificing volume.
• Use sales trend data to optimize inventory levels, ensuring high-demand products are well-stocked, while reducing inventory for underperforming items to avoid excess stock.
• Implement targeted marketing campaigns based on the product subcategories that have seen consistent growth or demand throughout the year, focusing on the segments most responsive to specific product offerings.
• Offer product bundles combining high-margin and low-performing products to encourage customers to purchase more, thus improving sales performance across a broader range of products.
• Utilize customer segmentation insights to tailor offers and promotions, targeting specific segments with the right product mix and personalized pricing or discount offers to boost sales.
• Leverage cross-selling and upselling strategies by promoting complementary products in high-demand categories, increasing the overall transaction value per customer.

These recommendations aim to enhance sales performance by focusing on product optimization, pricing, and customer engagement strategies for the upcoming year.

THANK YOU

For more information, you can contact me