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📊 Ecommerce Sales Dashboard

A comprehensive Tableau dashboard designed to transform e-commerce sales data into actionable insights, driving strategic decisions for 'FitLife Gear' and moving from reactive reporting to proactive, data-driven strategy.

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Project Details

🚀 Project Overview

At the start of the year, "FitLife Gear" was experiencing growth, but our leadership team faced a critical question: "We're selling more, but are we more profitable?" Our data was scattered across multiple systems, making it impossible to get a unified view of performance.

The goal was to build a Tableau dashboard—a "single source of truth"—to answer key business questions in real-time. This project aimed to move us from reactive reporting to proactive, data-driven strategy by creating an intuitive command center for the entire leadership team.

🔧 Tech Stack & Libraries

Tableau 📊 Salesforce CRM 📈 Data Visualization 🎨 Business Intelligence 🧠 Data Analysis 📉

📊 Dashboard Narrative & Insights

The Headline Story

The dashboard immediately revealed a core challenge: Sales were up 5.04% to $14.11M, and Order Volume jumped 15.02% to 157.98K, but Profit was down 0.46% to $1.30M. This framed our entire investigation.

The Geographic Story

The pie chart showed a heavy reliance on LATAM (45.86%) and Europe (43.37%), highlighting both our powerhouses and a massive opportunity in underpenetrated markets like APAC (7.12%).

The Category Story

This was the "Aha!" moment. Our high-margin Cardio Equipment category was down 4.05%, while lower-priced categories like Yoga & Fitness (+15.02%) were booming. We were selling more, but less profitable items.

The Customer Acquisition Story

The trend line confirmed our marketing in LATAM and Europe was successful at acquiring new customers, but it raised the question: were they one-time buyers or could we nurture them into high-value clients?

🎯 Strategic Actions & Impact

The dashboard transformed our business reviews from data debates to strategy sessions. Based on its story, we launched three key initiatives:

  • "Cardio Comeback" Campaign: A targeted marketing effort with bundled offers to boost sales of our most profitable category.
  • Profitability by Region Analysis: We integrated profit margin data to test our hypothesis about growth vs. margin in different markets.
  • APAC Market Pilot: We allocated a dedicated budget to grow in the APAC region, using the dashboard to track its progress.

📌 Key Learnings

  • ✔️ The power of a "single source of truth" to align the entire organization.
  • ✔️ How visual storytelling can make complex data instantly understandable.
  • ✔️ The critical difference between top-line growth (sales) and bottom-line growth (profit).
  • ✔️ Moving from asking "What happened?" to "What should we do next?" with data.

⚠️ Important Notes

  • The success of this project hinged on clean, reliable data sources. A significant portion of the initial work was dedicated to data validation and cleaning.
  • User training was crucial. We held workshops to ensure the team could not only read the dashboard but also draw correct conclusions from it.

🌟 Why This Project Matters

This dashboard became the central nervous system of our business. It turned a confusing mix of numbers into a clear, actionable narrative that empowered every team leader to see their impact on the company's bottom line.

It's a prime example of how data visualization isn't just about reporting—it's about driving strategic change and fostering a data-driven culture.

👨‍💻 Author

Developed by Abdelrahman Haroun

👉 If you like this project, give it a ⭐ on Tableau Public!