Project Title: E-commerce Sales Performance Dashboard Overview: This project focuses on analyzing the sales performance of an e-commerce business. Leveraging transactional data, I developed a comprehensive Power BI dashboard to identify key revenue drivers, track performance trends, and critically assess the impact of their discount strategy on overall profitability.
Problem Statement & Objectives:
The primary goal was to gain deep insights into the business's sales health. Specific objectives included:
Measuring total revenue (KPI & trend).
Identifying top-performing months by sales.
Analyzing which product categories sell the most and their revenue contribution.
Understanding payment method usage and associated revenue.
Critically evaluating the discount strategy's financial impact and overall effectiveness.
Tools & Technologies: Power BI Desktop: For data modeling, DAX measure creation, and interactive dashboard development. DAX (Data Analysis Expressions): Used extensively for creating custom measures and calculated columns (e.g., Total Revenue, Discount Percentage, YearMonth). SQL (Optional - if you did initial SQL work): Mention if you used SQL for initial data cleaning or aggregation before importing into Power BI.
Key Metrics & Visualizations: The dashboard features a range of visuals designed for quick understanding and deep dives: Key Performance Indicators (KPIs): Cards displaying Total Revenue, Total Potential Revenue (Before Discount), Total Discount Given, and the crucial Discount Percentage (e.g., 18.80%). A Matrix visual highlights the Highest Sales Month. Trends: Line charts visualize the Monthly Revenue Trend and the Monthly Discount Amount Trend. Breakdowns: Stacked column charts show Monthly Revenue by Category and Monthly Revenue by Payment Method. Bar charts detail Category Revenue Breakdown and Total Revenue by Payment Method, alongside a visual for Best Category by Volume.
Key Insights & Business Recommendations: My analysis revealed critical areas for strategic adjustment: Significant Profit Erosion from Discounts: The business is giving away approximately 19.38% of its potential revenue through discounts, totaling over 175,000 Rs. This substantial loss severely impacts overall profitability and is a major concern given the existing turnover. Discount Strategy: While intended to boost sales, the discounts appear to be eroding margins rather than driving new, significant demand, especially since products are already affordably priced and customers accept the initial price. Risk of Customer Conditioning: Over-reliance on discounts risks habituating customers to lower prices, potentially devaluing products and reducing future full-price purchases. *Recommendation for Growth: Instead of aggressive discounting, I recommend shifting investment towards external visibility and demand generation. Strategies like targeted advertising, focused marketing campaigns, and enhanced social media presence would more effectively increase sales volume by attracting a broader customer base without sacrificing valuable revenue. [Add any other brief insights you remember from top categories, etc., if they support your narrative.]
Conclusion: This dashboard provides the business with a clear, data-driven understanding of its sales performance and the critical need to reassess its current discount practices for more sustainable growth.