Power BI Projects

Project Title 1: Customer Demographics & Bike Purchase Analysis 

Tools Used: Power BI (Power Query, Dashboard Design, Data Visualization and Slicers).

Project Description: This project analyzes the factors influencing bike purchasing behavior across a sample of 1,000 customers. The goal was to identify which demographic segments (age, income, education, and commute distance) are most likely to buy a bike to help target marketing efforts more effectively. 

Problem Solved 

• Identified exactly who is buying bikes so the business doesn't waste money advertising to the wrong people.

• Pinpointed which specific traits—like age, income, and education—actually drive a sale.

• Uncovered hidden trends, such as how car ownership or commute distance impacts a person's decision to buy.

• Designed clear visuals to help the business choose where to focus its growth efforts.

Key Insights 

• The customer base is nearly evenly split, with 51% Male and 49% Female.

• Middle-aged individuals represent the highest volume of buyers, with approximately 55% of the total purchasers falling into this age category.

• Customers with a Bachelors degree show the highest purchase intent, making up roughly 23% of all bike sales. Professionals are the most frequent buyers by occupation.

• There is a significant correlation between income and purchasing power, peaking in the $40k–$80k range, which accounts for nearly 60% of successful bike purchases.

• People owning 0–2 cars are significantly more likely to purchase a bike compared to those with 3 or more cars.

Recommendations 

1. Target the High-Value Middle Age Segment

Since 55% of buyers are middle-aged, you should create marketing campaigns that focus on the lifestyle benefits relevant to this group, such as fitness, stress relief from work, or weekend leisure.

• Action: Launch a Prime Years promotion featuring bikes suited for comfort and durability.

2. Optimize for Professional & High-Education Profiles

Customers with Bachelors degrees and those in Professional roles are your most consistent purchasers.

• Action: Implement LinkedIn-based ad targeting or partner with corporate wellness programs to offer Employee Bike-to-Work discounts.

3. Address the Car Ownership Gap

The data shows a sharp decline in bike purchases once a customer owns 3 or more cars.

• Action: Do not waste high-cost advertising on households with high vehicle counts. Instead, focus second-mode of transport messaging on urban households with 0–1 cars to capture the 70% of buyers in that bracket.

4. Geographic & Commute Tailoring

Customers with shorter commutes (0–2 miles) are naturally inclined toward bikes.

• Action: Use geo-fencing to target ads specifically within a 5-mile radius of major business hubs or university campuses where short-distance commuting is the norm.

5. Bridge the Income Sweet Spot

The most active buyers earn between $40k and $80k.

• Action: Ensure your inventory emphasizes mid-range pricing. Offering flexible financing or buy now, pay later options for bikes in the $500 to $1,500 range will likely capture the largest portion of this demographic.

Project Title 2: BrightMart Sales Performance Analysis (2024) 

Tools Used:

Microsoft Power BI (Data Visualization and Dashboarding)

DAX (Data Analysis Expressions for calculated measures)

Power Query (Data Cleaning and Transformation) 

Project Description: This project focuses on transforming raw sales data into an interactive dashboard to monitor business health. The primary problem solved is the lack of centralized visibility into regional performance and product demand. By combining these metrics, the business can identify which locations and categories are driving growth and where resources are being underutilized. 

Key Insights 

• Electronics is the primary revenue driver, contributing 57.27% of the total income (4M ₦).

• Abuja is the top-performing region, while Lagos shows the lowest revenue contribution, representing approximately 10% of total regional sales.

• There was a significant 50% dip in revenue during July compared to the June peak, followed by a strong recovery in September.

• With 1,208 items sold over 120 orders, the business maintains an average of 10 items per order. 

Recommendations 

1. Optimize Regional Resource Allocation

With Abuja significantly outperforming other regions, there is an occurrence  of  Higher Return on Ad Spend (ROAS).

• Increase marketing budget in Lagos and Port Harcourt by 15–20% to test market penetration.

• If Lagos represents only ~10% of revenue, aim for a 5% growth target by Q3 through localized free shipping or same-day delivery incentives.

2. Capitalize on Electronics Dominance

Since Electronics generates 57.27% of revenue, the business is highly dependent on a single category.

• Implement Product Bundling. Pair high-margin ''Office Supplies'' or ''Stationery" with "Electronics" purchases (e.g., Buy a Laptop, get 20% off a Desk Organizer).

• Aim to increase the revenue share of Stationery (currently at ~10.28%) to 15% by the end of the year to diversify risk.

3. Address the July Slump

The trend line shows a sharp 50% decline in July.

• Launch a Mid-Year Clearance or July Jubilee promotion specifically designed to bridge the gap between the June and September peaks.

• Analyze inventory levels for July. If the dip was due to stock-outs, increase inventory orders by 30% in late June to maintain the sales momentum seen in the first half of the year.

4. Enhance Customer Lifetime Value 

The dashboard shows an average of 10 items per order.

• Introduce a Loyalty Program or a Bulk Buy discount for Training Materials.

• Since Training Materials is the second-largest category (19.07%), target corporate clients in Abuja with subscription-based models to ensure recurring monthly revenue rather than one-off sales.