📝 Project Description:

This solution provides pharmaceutical companies with actionable sales intelligence to boost performance and uncover key business insights. Designed for clarity and strategic use, it tracks total sales, rep contributions, target achievement, top-performing products, and sales gaps through a seamless and filterable interface.

Built for decision-makers like commercial managers, sales directors, and field force leaders, the dashboard offers real-time visibility into critical KPIs. It supports data-driven decisions by highlighting trends, identifying root causes of underperformance, and guiding commercial strategy at the product, rep, and account levels.

Tools Used:

Power BI, Power Query, Data Model, DAX. 

❓ Key Business Questions Asked:

• Are we meeting our annual sales targets?

• Which products, reps, and channels are driving the most revenue?

• Why is there a sales deficit despite positive growth?

• Which clusters or groups underperformed and require intervention?

• How do rep contributions vary across different channels?

• What are the specific root causes behind underperforming areas?

📊 Main KPIs Tracked:

• Sales performance vs. target

• Achievement (ACH%)

• Monthly and yearly growth % trends

• Total quantity sold

• Top-performing products and reps

• Channel and group contributions

• Sales distribution by cluster and account

• Root cause breakdown of gains and losses

• Top Achiever Among Sales Reps

🛠 Technical Approach:

• Used Power Query to clean and prepare raw data for accurate analysis.

• Built a Galaxy Schema data model to ensure optimized performance and scalability.

• Developed the entire dashboard using Power BI, focusing on clarity, interactivity, and user experience.

• Created custom DAX measures to support dynamic calculations and comparisons.

• Designed and optimized a variety of charts and visuals to present key insights effectively.

• Applied conditional formatting to highlight KPIs and performance thresholds for easier interpretation.

• Enhanced the user experience by adding buttons with custom actions, allowing smooth, app-like dashboard navigation.

• built-in filters for year, sales representatives, groups, clusters, product names, and product categories 

🕵️ Root Cause Analysis:

The Root Cause Analysis visual enables deep drilldowns to identify key contributors, discover effective channels, understand group performance, and assess impact at the account level. 

It directly answers: "Where are we gaining or losing the most—and who is responsible?" 

🎯 Business Impact

• Provides actionable insights to guide strategic decisions across sales, product, and channel performance

• Enables targeted coaching and reassignment of underperforming sales representatives

• Supports revenue recovery through detailed root cause analysis

• Optimizes product focus by identifying top-selling and underperforming SKUs

• Enhances channel strategy by highlighting the most effective sales channels

• Empowers leadership with real-time, rep-level performance intelligence

• Improves monitoring of sales trends and achievement against targets

• Facilitates identification of low-performing clusters or regions for quick intervention