Customer360

Project Overview

Customer360Insights data from Kaggle was analyzed as a portfolio project to demonstrate proficiency in Power BI (not a guided project). Different pages of the report were created to convey insights into the demographics of the customers, sales data, product orders/returns data as well as additional insights as to the customer segmentation, using geographical, demographic, purchase and product data.

Project Goals

Descriptive analysis of sales and product data, customer segmentation for marketing purposes, understanding the purchasing behavior using session analysis, and geospatial analysis to understand international market penetration.

Tools Used

PowerBI, Adobe Illustrator

Data Cleaning/Preparation

• Inspection of initial data,
• Handling missing and blank values,
• Removing outliers, and
• Data cleaning and normalization

Demographic Data

KPI Cards Included: Average Age, Average Credit Score, Median Income per Month

Charts: Top 5 products (column chart), Sales by Category (bar chart), Payment Method Distribution (donut chart), Sales by Ad Channel (column chart), Top 10 Customers (matrix showing name, total spent, last order date), Orders by Country (map)

Included on this page are “slicers” to enable report users to investigate further by sex, credit score, monthly income, age, year, country and product category.

Sales Data

KPI Cards Included: Sales YTD & YoY%, Profit YTD & YoY%, Average Sale Amount in USD & YoY%, New Customers & Previous Year

Charts:  Sales by Country Trend (matrix with YoY%), Sales and Profit Trend (area chart), Profit Monthly Trend (line chart of current year and previous year), Sales by Category (bar chart), Sales by Marketing Channel (donut chart), Summary Insights (narrative).

Included on this page are “slicers” to enable report users to investigate further by year, country and product category.

Products Data

KPI Cards Included: Items Ordered YTD & YoY%, Returns YTD and YoY%

Charts:  Items Ordered Weekly Trend (area chart), Items Ordered Yearly & YoY%, 10 Most Profitable Items by Country (matrix), 5 Most Popular Products (bar chart), Reasons for Returns, Returns & YoY% (line chart), Top 5 Products Returned (donut chart) .

Included on this page are “slicers” to enable report users to investigate further by year, country and product category.

Insights & Areas for Improvement

KPI Cards Included: Total Lost Sales, Lost Sales YTD and YoY%, Average Lost Sale in USD and YoY%, Average Number of Items Abandoned and YoY%

Charts:  Variance of Session Duration & Lost Sales by Category (funnel chart), Average Session Duration (in minutes) vs Sales (line chart by Year), Orders Completed vs Abandoned (pie chart), Lost Sales by Year (line chart) Number of Abandoned Items by Category by Year (ribbon chart), Returns by Reason and Product (decomposition tree), Q & A.

Included on this page are “slicers” to enable report users to investigate further by country and product category and year.

Additional Information

Nowalls Analytics Theme was used as a base and adapted. Fonts used in this project: Corbel, Lucida Sans Unicode, Segoe UI. Icons are from Vecteezy and adapted in Adobe Illustrator.