This Tableau project analyzes Calwest E-Commerce’s business performance to uncover insights about sales, profitability, customer demand, and regional growth.
It focuses on both company-wide and regional performance, helping management identify what drives revenue, profit, and customer engagement across product categories — Food & Beverages, Personal Care, and Pet Food.
The dashboards were designed to:
- Track key performance metrics and visualize trends over time
- Compare regional sales and profitability across U.S. states
- Evaluate promotional effectiveness versus non-promotional sales
- Provide interactive drilldowns and filters for deeper business insights
If you’d like to explore the visuals directly, check out the live Tableau dashboards below:
- 📊 Sales Dashboard — Analyze sales performance, trends, and category insights.
- 🌍 Performance by Location Dashboard — Compare regional growth, revenue, and customer demand.
The objective of this project is to build interactive Tableau dashboards that provide a high-level view of Calwest E-Commerce’s overall and regional performance.
The dashboards enable stakeholders to monitor KPIs, identify top-performing categories, and uncover regional growth opportunities to support strategic decision-making.
- Tableau Desktop / Tableau Public – Dashboard creation & visualization
- Excel / CSV – Data source for sales, products, customers, and regions
- Data Modeling – Established relationships between fact and dimension tables
- What is the overall sales and profit trend over time?
- Which product categories and subcategories generate the most revenue and profit?
- How does regional performance vary across states?
- What is the impact of promotions on sales and profitability?
- Which products have high profit margins but low sales volume?
- Which regions or categories need marketing or pricing focus?
| KPI | Description |
|---|---|
| Gross Revenue ($) | Total sales generated |
| Profit ($) | Net profit after discounts |
| Discount ($) | Total value of discounts applied |
| Profit Margin (%) | Profit ÷ Revenue |
| Order Count | Number of orders placed |
| Average Order Value ($) | Revenue ÷ Orders |
| Units Sold | Total quantity sold |
| Promo vs Non-Promo % | Share of revenue from promotional sales |
| Regional Revenue | Revenue contribution by state |
| Category Performance | Revenue and profit by category |
Fact Table:
factOrder → LocationId, RowId, Order ID, SubOrderID, Order Date, Ship Date, CustomerId, ProductId, PaymentId, ShippingMethodId, BaseRevenue, Revenue, Units, Quantity, Cost, PromoId
Dimension Tables:
dimCustomerdimLocationdimPaymentdimProductdimPromodimShipping
Purpose: Analyze company-wide sales, profit, and category performance.
Insights:
- Generated $81.27M in Gross Revenue and $44.17M in Profit, maintaining a 54.35% Profit Margin.
- Personal Care products (Fragrance, Moisturizers, Creams) achieved the highest profit margins (60–70%).
- Pet Food items like Cat Dry Food and Dog Kibble were key revenue contributors.
- Monthly trend analysis shows stable performance with minor dips in early 2021, suggesting seasonal influence.
- Scatter plot of Profit Margin vs Gross Revenue helps identify products combining profitability and sales strength.
Purpose: Evaluate sales and profitability across U.S. regions and states.
Insights:
- Highest revenue observed in East Coast states, indicating regional dominance.
- Profit margins remained consistently above 50% across most locations.
- Promotional sales accounted for around 40–50% of total monthly revenue — showing strong response to discounts.
- Cat Food, Protein Powder, and Fragrance emerged as top revenue drivers in multiple regions.
- States with lower circle sizes on the map signal potential markets for growth and promotion.
The dashboards empower management to:
- Monitor key business metrics in real-time
- Identify high-profit categories and regions
- Evaluate promotion performance
- Support data-driven business decisions
Sujit Singh
Data Analyst | EXCEL | Tableau | Power BI | SQL | Python
📧 [sujit10x12@gmail.com]
🌐 [https://www.linkedin.com/in/sujit10x12/]