Marketing Analytics — Tableau
Executive Sales Intelligence Dashboard
Interactive Business Intelligence solution analyzing 10,194 retail sales records across 4 regions and 3 categories, delivering executive-level KPIs, profitability analysis, and regional performance insights through 2 interactive Tableau dashboards.
01 — The Problem
Business Challenge
Leadership needed a single, reliable view of sales, profitability, regional performance, and customer trends — without waiting on static reports.
02 — The Approach
Methodology
- Consolidated over 10,194 retail sales records into a structured Tableau data model.
- Built 2 interactive dashboards with 18 worksheets covering KPIs, trends, geography, and product hierarchy.
- Implemented dashboard actions (filter on select) for cross-chart interactivity.
- Published finished dashboards on Tableau Public for browser-based access.
03 — Business Impact
Key Metrics
10,194
Records Analyzed
$2.33M
Total Sales
$292K
Total Profit
12.56%
Profit Margin
2
Dashboards
Impact Statement
Gave executives a self-service view into $2.3M+ sales and $292K+ profit, identifying that Technology leads profit ($146K) while Furniture has a severe margin gap ($19K profit on $754K sales).
04 — Key Insights
Findings
- Technology leads profit ($146,543) despite Furniture generating comparable sales.
- Tables is the only sub-category operating at a net loss (–$17,753).
- West region is strongest on both sales ($739K) and profit ($110K).
- Chairs, Phones, and Storage are the three highest-selling sub-categories.
05 — Tools & Technologies
Tech Stack
Tableau DesktopTableau PublicBusiness IntelligenceData VisualizationDashboard Design