Data Overview
❑ Adventure Works is a sales data from 10 sales regions,
covering 6 Countries across Europe, US and Canada.
❑ The dataset contains sales information between July 2017
and July 2020.
❑ There are 4 main product categories, and up to 37 actual
products.
❑ The sales data with over eighteen thousand customers will
be analyzed to gain insights into the performances of each
region, and possibility for optimization.
Table of Contents
❑ Executive Summary
❑ Analysis of KPIs
❑ Recommendations
Executive Summary
❑ Revenue from sales and Profit
have been identified as the key
performance indicators.
❑ The KPIs are further supported
by the number of Customers,
Orders Completed, and
Revenue per Customer.
❑ The highest orders came from
the US, due to the customer
base strength.
❑ Retail price tends to have
huge influence on sales
performances in various
countries, especially in the US.
❑ It is recommended to be
sensitive to retail price,
following a price sensitivity
analysis, to build the customer
base
Methodology
❑ MS Excel and Power BI Desktop have been used
to perform data cleaning, modelling and detailed
analysis to gain the insights outlined in this
presentation.
Sales, Revenue Trend
❑ Sales revenue is in direct proportion to the
customer base.
❑ Sales from 2018 to 2019 are below £1M,
cumulative from all regions.
❑ The Customers were either not interested in
buying or were not there at this time.
❑ In 2020 however, sales shot up above £1M and
up to £2M in late 2020, as well as the number
of customers.
❑ Something changed in early 2020, which
attracted more customers, and their interest in
buying
Orders by Product Category
❑ More customers are more interested in the
Accessories products category, which accounts
for about 60% of the sales
❑ Water Bottle – 30 oz has the highest count of
total orders, a subcategory of the Accessories
products.
❑ Sport-100 Helmet (All Colours) are the most
profitable product in the Accessories group of
products.
❑ The First 10 Products, by orders sales
performance all belong to the Accessories
Category
Customers
❑ 20 customers made purchases worth $250K.
❑ Such Customers should be retained, by direct
engagements and acknowledgement of their
loyalty
❑ Engagement should involve seeking feedback
from them, for what they are happy about, and
how they can be served better
❑ The Positive feedback should be extended to
other customers, across all regions.
❑ The Negative feedback should be improved on.
Profit vs Retail Price Sensitivity
❑ The sales data shows a profit margin of about
40% of total revenue from all regions.
❑ A large share [of over 90%] of this profit
comes from sales of Bikes.
❑ This can be improved, by slightly increasing the
retail price of the Accessories which are in high
demand.
❑ However, a reduction in the retail price of Bikes
drove more sales, but profit dropped by about
10% in 2019 and 2020.
2017 2018 2019 2020 2021
50% 50% 36% 37.5% -
Influence of Price on Orders
❑ Orders are generally influenced by price in
Australia and the US, especially in the Bikes
product category.
❑ This is understandable as this category of
products is highly priced – up to £3,500. The
average product price in this category is
£1,500.
❑ The influence of price on orders can be seen in
the US and Australia.
❑ Price Sensitivity study can be used to make sales
advantage, in all sales regions.
