An end-to-end Power BI dashboard designed for a fictional online supply company, to uncover actionable insights across sales performance, customer geography, product profitability, and logistics optimization. This project simulates a real-world consulting scenario and showcases advanced analytics, storytelling, and business strategy.
This case study transforms raw ecommerce data into a strategic decision-making tool. The dashboard supports executives in identifying growth opportunities, reducing operating costs, and enhancing customer targeting through interactive visuals and scenario-driven analysis.
The dashboard was built using the following tools and technologies:
- 📊 Power BI Desktop – Core platform for dashboard development and visualization
- 📂 Power Query – Used for data ingestion, transformation, and cleaning
- 🧠 DAX (Data Analysis Expressions) – Applied for calculated measures, dynamic KPIs, and what-if analysis
- 📝 Data Modeling – Relationships built across customer, product, sales, and state mapping tables
- 📁 File Format –
.pbixfor dashboard development and.pngfor visual previews
Source:
Dataset includes:
- Sales Table: Transaction dates, product quantities, unit prices, and invoice numbers
- Customer Table: Geolocation data (latitude/longitude), postal codes, and state info
- Product Table: Stock codes, weights, landed costs, and shipping cost estimates
- State Mapping Table: Standardized state codes, abbreviations, and regional classifications
Whiskique’s leadership needed clarity on:
- Which products and customers drive the most revenue
- How to reduce shipping costs across geographies and order volumes
- How to increase sales through product bundling and pricing strategies
To deliver a business-friendly analytics tool that:
- Identifies top-performing products and customer segments
- Simulates shipping cost reduction strategies (e.g., shipment consolidation, bulk orders)
- Highlights cross-sell and upsell opportunities at checkout
- Supports executive decisions with clean visuals and contextual storytelling
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Cross-Sell Analysis
Identified products frequently purchased together using correlation logic and visualized potential bundling opportunities to increase average order value. -
Upsell Strategy Modeling
Highlighted opportunities to promote higher-priced alternatives or larger quantities based on customer purchase behavior and product categories. -
Shipping Cost Optimization
Modeled per-unit cost reductions through shipment consolidation and bulk ordering, aligning with environmental and operational goals. -
Market Basket Exploration
Attempted correlation matrix to uncover product affinity patterns, laying groundwork for future recommendation systems and basket-based promotions.
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Executive Summary
KPIs for revenue, top customers, and product profitability -
Shipping Cost Simulation
What-if analysis for cost savings based on quantity and consolidation -
Growth Opportunities
Strategic recommendations for cross-sell, upsell, and customer targeting
- 📈 Sales Growth: Enabled targeted cross-sell and upsell strategies to boost revenue
- 🚚 Cost Efficiency: Simulated logistics savings through smarter shipping practices
- 🧠 Consulting-Ready Storytelling: Presented insights using business-friendly language and clean design
- 📊 Executive Decision Support: Delivered actionable recommendations across sales, operations, and marketing
📁 Access the full dashboard:
Ecommerce_Sales_Analytics.pbix