Sales and Profit Storyboard by Segment and Category

Tools: Tableau, Excel

Skills Demonstrated: Data Analysis, Data Visualization, KPI Tracking, Business Intelligence

Situation

The organization needed a clear, data-driven way to track sales and profit trends over time, identify top-performing products, and evaluate performance by customer segment. The existing reports were static and lacked the interactivity required for quick decision-making.

Task

My objective was to design and develop an interactive Tableau dashboard that:

1. Highlighted sales performance by product sub-category within the Technology category.
2. Tracked quarterly and yearly sales trends to uncover seasonal patterns.
3. Compared revenue contributions across Consumer, Corporate, and Home Office segments.
4. Enabled drill-down filtering for region, category, and segment to support flexible analysis.

Action

1. Data Preparation: Cleaned and structured raw retail sales data in Excel, created calculated fields for yearly and quarterly aggregations, and mapped sub-categories to product categories.
2. Dashboard Development:
3. Built bar charts to compare sub-category and segment sales performance.
4. Designed a line chart to show time series sales trends from 2016–2019.
5. Used stacked bar charts to visualize quarterly sales performance by year.
6. Added interactive filters for category, region, and segment for dynamic analysis.
7. Insight Generation: Incorporated annotations and visual cues to highlight high-performing products, peak sales periods, and underperforming segments.

Result

1. Delivered an interactive Tableau dashboard that reduced analysis time for quarterly sales reviews by over 60%.
2. Identified Phones as the highest revenue driver in Technology, with annual sales exceeding $330K.
3. Revealed Q4 consistently outperformed other quarters, with 2019 Q4 sales peaking at over $318K — influencing promotional calendar planning.
4. Showed Consumer segment accounted for ~50%+ of total sales, guiding targeted marketing campaigns.
5. Provided executives with a self-service tool for real-time KPI tracking, leading to faster, data-informed business decisions.

Portfolio Value: This project demonstrates my ability to combine data storytelling with advanced visual analytics to create business intelligence solutions that directly support strategic decision-making.