- The client runs an e-commerce company and wants to leverage data analytics to make informed business decisions. - Key deliverables include collecting and analyzing sales, product, and customer data to identify trends and metrics. Dashboards will show KPIs, regional performance, highest/lowest sales and profits, and relationships between variables. - The analysis found the company's highest gross profit was in 2017. Sales are usually highest in Q4 and lowest in Q1. Most orders use late shipping. The western region has the highest sales while the southern region has the lowest.

1. DATA TECHCON SUMMARY REPORT FOR E-COMMERCE/RETAIL ANALYSIS
BY: JIDE DAWODU DECEMBER 2021

2. BUSINESS GOAL
Our client runs an E-commerce company
& would like to leverage data analytics to
make informed decisions on transactional
data, products purchased and customer’s
behavior. Perform a descriptive and
exploratory analysis with key deliverables.

3. KEY DELIVERABLES
● Collect data from a relational database by integrating the database system with the power BI.
● Extract the sales, product and customer tables.
● Apply statistical analysis to identify the following;
- Total sales, profits, order quantity, average order qty, highest sales, lowest profits.
● Develop an analytics dashboard with 4 views;
- Summary view; (show KPI metrics, trend, regional performances and ship modes by sales
using appropriate visuals).
- Products view; (show the 5 products with highest and lowest profit margin, products segment
by sales, ship mode by sales and top 5 product id with highest profit.
- Drill down view; (show relationship of sales and discounts, create 4 groups for customer ages
and show sales by age groups, relationship of discounts and profit, trend of ship date, top 5
states with highest profit, top 5 cities with highest sales.

4. KEY DELIVERABLES(CONT’D)
- Time Intelligence:
* Create a table view to show sales year to day, sales last year, sales 2 years
ago and 3 years ago.
* Create a drill down table view that allows the end users to drill down by year, month,
region and ship mode for sales, profits and applying conditional formatting using any
preferred method on sales and profit.
* Create a conditional statement to group profit into high and low profit using
negative profit as low.
* Apply an upward arrow for positive profit and downward arrow for negative.
● Tell the story behind your analysis and outline your recommendations to help the company make
informed decisions.

5. DATA SELECTION
Identified key data sources and databases
for the analysis via:
 Microsoft Excel
 Postgre SQL

6. APPROACH
In this project, I used SQL queries to
export the data needed for the analysis
from PostgreSQL which was originally
imported from an Excel file.
I then used POWER BI to cleanse,
transform and analyze these data as well
as tell the data story. This helped me to
provide actionable insights for decision
making.

7. ANALYTICS
FRAMEWORK
Our AI-powered data analytics
framework
● Data Selection
● Data Exploration
● Data Analysis
● Data Story
● Recommendations
● Additional Visuals
● Conclusion.

8. STATISTICAL ANALYSIS

9. SUMMARY PAGE
KEY INSIGHTS
- The company recorded its highest gross profit in
2017.
- Historically, the company records its highest
number of sales in the 4th quarter and the lowest in
the 1st.
- Majority of orders go out as late shipments.
- The highest number of sales is from the Western
region while the lowest is from the Southern region.

10. PRODUCTS VIEW
KEY INSIGHTS
- The top 5 products with the highest profit margins are:
labels, paper, envelopes, copiers and fasteners.
- The bottom 5 products with the lowest profit margins
are: chairs, machines, supplies, bookcases and tables.
- The technology segment accounts for 36% of total sales
followed by furniture at 32% and office supplies at 31%.
- The total profit realized from the top 5 product ID’s is
$153,386 and here is their ranking:
(1). Technology (2). Office (3). Furniture

11. DRILL DOWN VIEW - CUSTOMER ANALYSIS
KEY INSIGHTS
- Discounts have no real impact on sales as shown.
- The age group with the highest purchase is 55-64 while
the one with the lowest is 65-70.
- Discount has no impact on profit.
- The top 5 states with the highest profit are: California,
New York, Pennsylvania, Texas and Washington.
- The top 5 cities with the highest sales are:
Los-Angeles, New York City, Philadelphia, San-
Francisco and Seattle.

12. TIME
INTELLIGENCE

13. KEY INSIGHTS
- Total sales year to date is $733,284.
- Total sales last year was $609.255.
- Total sales 2 years ago was $470,560.
- Total sales 3 years ago was $484,255.
- 82% of the products were profitable while losses were recorded on the remaining 18%.
- 52% of the products recorded high profit YTD.
- The top 5 product ID’s account for 53% of the total profits realized.
- The western region is the most profitable followed by the eastern, western and
southern regions.
- Preferred ship mode of customers are standard, second day, first class and same day
shipping.
TIME
INTELLIGENCE

14. DATA STORY AND MORE INSIGHTS
The entire analysis that has been done shows that Vacat is going in the right direction based on the numbers that we can see year
after year, but one sure thing is that there are a lot of opportunities to even do better and in turn generate more revenue as well as
net profit which would help the company become more successful.
Firstly, we can see that the sales in the current year is more than the previous years so more revenue is being generated. We can
also see that the upward direction of the profit is moving at the same pace as the revenue. These are good!
The central and southern regions account for the lowest sales so some attention needs to be paid to these underperforming regions
as well as the existing strategy re-examined to sell more products, generate more revenue and eventually make more profits.
The 3rd and 4th quarters are the ones where Vacat makes most of its sales so there has to be some opportunities in the first and
second quarters to generate more sales and revenue to experience an all-round successful year moving forward.
We can also see that certain segments and their products perform way better than others and from the behavioral analysis of their
customers, standard shipping is their preferred mode of shipping most likely because it is free or cheaper than second day, first
class and same day shipping.
Additionally, in the customer analysis section, discount has no impact on sales and profit which is an indication that it is either being
offered at the wrong time of the year, on the wrong products or it just is not being publicized as it should be.
Specific age groups account for most of the sales so attention needs to be paid to other age groups and their interests to cater for
their specific needs through product offerings.
The strategies working in the top 5 states and cities also have to be compared to the ones in other states and cities to see what
opportunities are there to generate more revenue.
Four out of the top 5 states by profit have their cities in the top 5 cities by sales. The only one that doesn’t is Texas so, if more sales
are made in Texas cities, there would even be more profit from that state.
Lastly, majority of the products were profitable and only a small portion was not so an opportunity presents itself there to see what
needs to be tweaked to make things better moving forward.

15. RECOMMENDATIONS
• Increased advertising in the less performing regions e.g direct mail, radio, internet and tv ads.
• Start a loyalty program to encourage customers to become repeat customers.
• Offer products tailored specifically to the needs of the residents of those regions.
• Consider offering discounts to drive sales in the first and second quarters of the year country wide(re-strategize).
• Consider discounting the shipping costs to make them more affordable and even encourage more sales especially in
the slow quarters.
• For the age groups that are not patronizing the business (35-44 and 65-70), conduct a survey to find out what kind of
products they want to have access to and what is making them shop elsewhere. Also, if they are concentrated in the
less performing regions, then the survey results will answer questions and give specific ideas that would help to make
them loyal customers and possibly improve sales in those regions.
• If the same marketing strategy is being used nationwide, consider tweaking it in less performing areas and study the
competition to learn from them as to what needs to be done to win more customers over.
• Texas has potential to bring in more sales and profits. Conduct a customer survey to find out what needs to be done to
actualize this.
• If the less performing products are inferior products or too expensive, consider addressing those issues or discontinue
them to drive sales.
• Increase inventory of the products that are performing well since they are being purchased at a high rate.

16. ADDITIONAL VISUALS

17. CONCLUSION
I believe if these recommendations are carefully considered and put into action, there will be instant and noticeable
progress moving forward and the bottom line will be positively impacted which is why Vacat is in business.
Thank you for this opportunity to use my expertise to help Vacat analyze their business and give in-depth insight.
Sincerely,
Jide Dawodu