Sales & Customer Performance Dashboard

Why I built it

Retail teams usually have the data and are missing the reporting layer — so the same questions get answered by hand every week from Excel exports. This dashboard replaces that loop with one parameter-driven source of truth.

Questions it answers

• Which products are actually losing money once discounts are counted?
• Which customer segments are worth the most per order?
• Where exactly does discounting stop paying for itself?

How I built it

1. One parameter, two dashboards. A shared Select Year parameter links the Sales and Customer views, so every current-year versus prior-year comparison moves together.
2. Profit concentration analysis. Products ranked by cumulative profit contribution rather than revenue, which is what exposes the margin destroyers.
3. Discount tier analysis. Margin measured by discount band to find the point where discounting turns negative.
4. Customer segmentation. Order frequency and profit-per-order by segment, to separate repeat buyers from the single-purchase tail.
5. KPI threshold flagging. Targets built into the view so the dashboard reads as pass/fail rather than as raw numbers.

What it found

• 2023 view: $733K sales, $93K profit, 1,687 orders, 693 customers — sales up 20.4% and orders up 28.3% year over year.
• Profit is far more concentrated than the usual 80/20: 8.8% of products (164 of 1,862) generate 80% of profit, while 16.2% of products destroy $76.7K in margin.
• There is a margin cliff at a 20% discount — below it, orders earn 29.5% and 11.9% margin; above it every tier loses money, reaching -122.6% past 60%. That is precise enough to become a discount policy.
• 57.7% of 2023 customers ordered only once or twice, so the base is a long single-purchase tail rather than repeat buyers.
• Home Office returns the highest profit per order at $66.34, ahead of Corporate at $60.75 — inverting the assumption that corporate accounts are the efficient ones.