Page 1: Overview of Key Metrics

1. Total Revenue: $233.08k

 Analysis: The total revenue of $233.08k represents the overall income
generated during the reporting period. This metric is a crucial indicator of
business performance. If compared to previous periods, it can show whether
the business is experiencing growth, stagnation, or decline. It's important to
consider how external factors (such as seasonality or promotions) may have
impacted this figure.
2. Discounted Sales: $99k
 Analysis: Discounted sales amount to $99k, representing the total value of
sales made at a reduced price. This could indicate the business’s efforts in
promotions, sales events, or seasonal discounts. The proportion of discounted
sales to total revenue helps assess the impact of discounting strategies on
overall profitability. If discounted sales are a significant portion, this could
warrant an evaluation of pricing strategies.
3. Non-Discounted Sales: $134k
 Analysis: Non-discounted sales account for $134k. This is the revenue from
full-priced items. Comparing this with discounted sales helps evaluate how
effective your pricing strategy is and whether customers are willing to pay full
price. A higher value here suggests customers are finding value in the
product offerings at regular prices, which is a positive sign.
4. Average Purchase Amount Per Customer: $59.76
 Analysis: On average, each customer spends $59.76 per purchase. This
metric helps assess the purchasing behavior of customers. It can be useful in
identifying trends in customer buying power or effectiveness of cross-selling
and upselling strategies. A higher average purchase amount could indicate
successful marketing efforts or a more engaged customer base.
5. Average Age: 44
 Analysis: The average customer age is 44, providing insight into the
demographics of your customer base. This suggests a more mature audience,
potentially indicating preferences for certain types of products or marketing
strategies tailored to this age group. Understanding the age distribution helps
shape targeted campaigns and product offerings.
6. Average Repeat Purchase Rate: 25
 Analysis: The average repeat purchase rate is 25, which likely reflects the
average number of repeat purchases per customer over a set period. This is a
key indicator of customer loyalty and retention. Higher repeat purchases
suggest a strong customer satisfaction level and the effectiveness of
retention strategies. Low repeat purchases may require more focus on
improving customer retention tactics.
7. Total Customers: 3,900
 Analysis: The business serves a total of 3,900 customers. This metric
reflects the size of the customer base and can help identify trends in
customer acquisition. A larger customer base can signal successful marketing
efforts, while a smaller number may require targeted strategies to increase
reach.
8. Female Customers: 1,248 (32%)
 Analysis: 32% of the total customer base is female, which accounts for
1,248 customers. This metric shows the gender split and gives insight into
the business’s reach among different customer segments. A smaller
percentage of female customers could suggest the need to evaluate targeted
marketing campaigns, product offerings, or promotional strategies aimed at
increasing female customer engagement.
9. Male Customers: 2,652 (68%)
 Analysis: The majority of the customer base is male, with 68% of customers
(or 2,652 individuals). This could reflect the types of products offered or
marketing efforts that have resonated more with male customers. It's
important to assess whether this demographic split aligns with the business’s
objectives or if adjustments are needed to balance gender representation or
address potential gender-specific preferences.

Conclusion for Page 1:

The first page offers a snapshot of essential performance metrics. The business
appears to have a healthy balance between discounted and non-discounted sales,
with a solid customer base of nearly 4,000 customers. The average customer
spends a reasonable amount per purchase, and repeat purchases show some level
of loyalty. Going forward, further analysis can explore opportunities to increase
repeat purchases and refine pricing or discount strategies for optimal revenue. The
gender distribution shows a clear skew towards male customers, making up 68% of
the total customer base. While this could indicate that the business is catering to a
predominantly male audience, it might be worth exploring opportunities to attract
more female customers. Tailored marketing campaigns or product offerings might
be necessary to ensure a more balanced and diversified customer base.
Here’s how you can approach Page 2 with the given bar chart data:

Title: Purchase Analysis by Various Factors

Bar Chart 1: Sum of Purchase Amount by Gender
 Analysis: This bar chart shows the total purchase amount segmented by
gender. Based on the figures provided:
o Female Customers: $99,017.92 (32% of total revenue)

o Male Customers: $134,062.08 (68% of total revenue)

Interpretation:
o Males account for a larger share of the total purchases, contributing to
68% of the overall revenue, while females contribute 32%. This
difference might highlight gender-based purchasing preferences, and
understanding these trends can help refine marketing and sales
strategies to target both demographics effectively.
Bar Chart 2: Sum of Purchase Amount by Preferred Payment Method
 Data:
o Credit Card: $40,000

o PayPal: $40,000

o Cash: $40,000

o Debit Card: $38,700

o Venmo: $37,000

o Bank Transfer: $36,500

 Analysis: This chart shows the purchase amount by payment method. The
values indicate a fairly balanced preference for payment methods, with all
categories around $37k - $40k. Interpretation:
o Credit Card, PayPal, and Cash appear to be the top choices, each
contributing approximately $40k to the overall purchase amount. The
payment method distribution can help determine where to focus
payment integrations or promotional efforts.
Bar Chart 3: Sum of Purchase Amount by Discount
  Data:
o Discounted Sales: $99k

o Non-Discounted Sales: $134k

 Analysis: The comparison between discounted and non-discounted sales is

an important indicator of pricing strategy effectiveness. Interpretation:
o Non-discounted sales have a higher contribution to total revenue,
accounting for $134k compared to $99k from discounted sales. This
suggests that most sales are made at full price, which could indicate
strong product demand or effective marketing. However, a portion of
revenue still comes from discounted sales, which suggests that
promotional efforts are having a positive impact.
Bar Chart 4: Sum of Purchase Amount by Shipping Type
 Data:
o Free: $40,700

o Express: $39,000

o Pickup: $39,000

o Standard: $38,000

o 2-Days: $38,000

o Next Day Air: $37,900

 Analysis: The bar chart shows how much revenue is associated with each
shipping type. This gives insight into shipping preferences and how they
might affect overall sales. Interpretation:
o The highest revenue is from Free Shipping at $40,700, followed
closely by Express and Pickup options at $39k each. This indicates
that customers tend to gravitate toward options offering faster or free
shipping. Understanding these preferences can help the business align
shipping promotions or policies with customer expectations.

Conclusion for Page 2:

This page provides a detailed breakdown of purchase amounts across several key
factors: Gender, Preferred Payment Method, Discount Type, and Shipping
Type. It highlights trends such as a dominant male customer base, varied payment
method usage, a preference for full-priced items, and a strong inclination toward
free and express shipping options. By interpreting these trends, the business can
make data-driven decisions to optimize payment systems, shipping policies, and
promotional strategies.
Title: Customer and Purchase Analysis by Age Group and Category
Bar Chart 1: Count of Customer IDs by Age Group
 Data:
o 29 and Below: 878 customers

o 30-39: 724 customers

o 40-49: 739 customers

o 50-59: 771 customers

o 60+: 788 customers

 Analysis: This bar chart illustrates the distribution of customers across

various age groups. Interpretation:
o The 29 and Below age group has the highest customer count at 878.
However, the 60+ age group is close behind with 788 customers,
showing that older customers also make up a significant portion of the
customer base. This can inform future marketing strategies, as
targeting the 30-39 group (the smallest segment) could present an
opportunity for growth.

Bar Chart 2: Sum of Purchase Amount by Age Group

 Data:
o 29 and Below: $53,000

o 30-39: $44,000

o 40-49: $43,000

o 50-59: $47,000

o 60+: $47,000

 Analysis: This bar chart shows how purchase amounts are distributed across
the different age groups. Interpretation:
o Despite having a higher number of customers, the 29 and Below
group generates the highest total revenue of $53,000. The 60+ and
50-59 groups also show strong purchase amounts at $47,000 each,
despite their slightly smaller customer bases. This suggests that older
 age groups tend to spend more per transaction, making them valuable
for targeting with higher-value offers or products.

Pie Chart: Sum of Purchase Amount by Age Group

 Data:
o 29 and Below: $53,000

o 30-39: $44,000

o 40-49: $43,000

o 50-59: $47,000

o 60+: $47,000

 Analysis: This pie chart will provide a visual representation of each age
group's contribution to the total purchase amount. Interpretation:
o The 29 and Below group contributes the largest share of revenue,
while the 60+ and 50-59 groups both contribute significantly as well.
This visualization emphasizes the balanced purchasing power of
different age groups, with older age groups making sizable
contributions despite having fewer customers.

Line & Bar Chart: Count of Customer ID and Sum of Purchase Amount by
Age Group
 Data:
o Line (Purchase Amount):

 29 and Below: $53,000

 30-39: $44,000
 40-49: $43,000
 50-59: $47,000
 60+: $47,000
o Bar (Customer Count):

 29 and Below: 878 customers

 30-39: 724 customers
 40-49: 739 customers
 50-59: 771 customers
  60+: 788 customers
 Analysis: This dual-axis chart provides insights into both the customer count
and the corresponding revenue for each age group. Interpretation:
o The 29 and Below age group leads in both customer count and total
revenue, showing a strong volume of transactions. The 60+ and 50-59
groups, although having fewer customers, contribute similarly in terms
of revenue, suggesting that older customers are willing to spend more
per purchase. This could be useful for targeting retention strategies for
these high-value customers.

Tree Map: Sum of Purchase Amount by Item Category

 Data:
o Clothing: $104,000

o Accessories: $74,000

o Footwear: $36,000

o Outerwear: $19,000

 Analysis: The tree map illustrates the proportion of revenue generated by

each item category. Interpretation:
o Clothing is by far the highest revenue-generating category with
$104,000, followed by Accessories at $74,000. Footwear and
Outerwear have a smaller share of the total revenue, which suggests
that either these categories are less popular or require targeted
marketing to boost sales. A deeper dive into product offerings and
marketing strategies could help optimize the sales of these lower-
performing categories.

Conclusion for Page 3:

Page 3 provides a comprehensive view of customer purchasing behavior across age
groups and item categories. The age group analysis reveals that the 29 and Below
segment contributes the most to revenue, while the older groups (50-59 and 60+)
show strong purchasing behavior, despite having fewer customers. The item
category analysis highlights Clothing as the dominant revenue contributor, while
Footwear and Outerwear might benefit from targeted marketing efforts to boost
sales.
Page 4: Seasonal and Location-Based Purchasing Insights

Line Chart 1: Sum of Purchase Amount by Season

 Data:
o Winter: $58,600

o Summer: $55,700

o Spring: $58,700

o Fall: $60,000

 Analysis: This line chart illustrates the total purchase amounts over the four
seasons. Interpretation:
o Fall has the highest purchase amount at $60,000, while Summer has
the lowest at $55,700. This suggests that Fall may be a peak
shopping season, while Summer could be a time of slower sales. The
overall similarity in the figures indicates that seasonal trends do not
drastically affect purchasing behavior, although Fall does stand out
slightly.

Bar Chart 1: Sum of Purchase Amount by Season

 Data:
o Winter: $58,600

o Summer: $55,700

o Spring: $58,700

o Fall: $60,000

 Analysis: This bar chart visually displays the total purchase amount by
season. Interpretation:
o Similar to the line chart, Fall stands out as the highest revenue-
generating season, followed closely by Spring and Winter, with
 Summer showing slightly lower sales. This bar chart provides a clear,
direct comparison of how each season contributes to total revenue.

Stacked Bar Chart: Sum of Purchase by Location and Category

 Data:
o Location (50 US states): Purchase amounts by state.

o Category: Different item categories such as Clothing, Footwear,

Accessories, etc.
 Analysis: This stacked bar chart will show the breakdown of purchase
amounts by Location and Category. Interpretation:
o The stacked bar chart allows for an easy comparison of how different
categories contribute to total sales across various locations. This chart
is especially useful for identifying which categories are performing well
in specific states and could inform location-targeted marketing or
product strategies.

Line and Bar Chart: Purchase and Customer ID by Location

 Data:
o Location: US States (50 states).

o Bar (Customer ID): The count of customer IDs by location.

o Line (Purchase Amount): The sum of purchase amounts by location.

 Analysis: This combined line and bar chart visualizes both the number of
customers and the purchase amount by location. Interpretation:
o The Bar Chart (Customer ID) will show which states have the most
customers, while the Line Chart (Purchase Amount) will illustrate
which states are generating the highest revenue. This is helpful for
identifying both high-volume and high-revenue states, potentially
allowing for targeted marketing strategies. States with many
customers but lower purchase amounts may require promotions to
boost revenue.

Slicer: Location
 Data:
o Location: US States (50 states).
  Analysis: The slicer will allow you to filter all the above charts by Location,
enabling a dynamic and focused view of the data. Interpretation:
o When you select a specific state in the slicer, all the visualizations (line
chart, bar chart, stacked bar chart, and combined chart) will update to
show data specifically for that state. This allows you to analyze
purchase amounts and customer counts at a granular, state-by-state
level.

Conclusion for Page 4:

Page 4 provides a detailed look at purchasing trends based on Season and
Location. The seasonal analysis reveals that Fall is the highest revenue-generating
season, with Spring and Winter following closely. The Summer season shows
slightly lower sales, which could be a focus for future promotions.
The Location-based analysis through the stacked bar and combined line/bar chart
helps identify which states contribute the most in terms of customer numbers and
total purchases. The slicer allows for detailed filtering by state, making it easier to
dive deeper into specific regions and optimize marketing strategies.
Title: Category and Seasonal Trends by Location

Clustered Bar Chart: Sum of Purchase by Category and Season

 Data:
o Categories: Clothing, Accessories, Footwear, Outerwear (from the
data above).
o Seasons: Winter, Summer, Spring, Fall.

o Purchase Amount: The sum of purchase amount for each category by

season.
o Purchase Amount Data (approximate):

 Winter: $58,600
 Summer: $55,700
 Spring: $58,700
 Fall: $60,000
 Analysis: This clustered bar chart displays the purchase amount by
category across the four seasons. Each category will have a cluster of
bars, one for each season.
Interpretation:
o By comparing the height of the bars within each cluster, you can easily
see which season is the best for each category. For example, if
Clothing sees higher sales in Fall, while Accessories perform well in
Spring, the chart will allow these trends to be immediately apparent.
o This chart is great for understanding how different categories behave
seasonally. It will help identify seasonal peaks for specific products,
which is crucial for inventory planning and marketing strategies.
Bar Chart: Sum of Purchase by Location (with Slicer)
 Data:
o Location: US States (filtered using a slicer).

o Purchase Amount: The sum of purchase amount by location (50 US

states).
 Slicer: A slicer will be added for Location to avoid clutter due to the large
number of states.
o The slicer will allow you to choose one or more states, and the chart
will update accordingly.
 Analysis: The bar chart will show the purchase amount by location, and
the slicer will enable you to focus on specific locations at a time.
Interpretation:
o The bar chart will help identify which states are contributing the most
to total purchases. By filtering with the slicer, you can zoom in on
specific regions and get more detailed insights.
o For example, if you want to see how purchases are distributed across
the West Coast states or Southern states, the slicer will help you
focus on those regions and avoid overwhelming the chart with all 50
states.
o This is useful for geographical analysis, where you can make data-
driven decisions about where to target specific marketing campaigns
or adjust product offerings based on regional demand.

Conclusion for Page 5:

Page 5 presents detailed Category and Seasonal trends, helping to identify how
different products perform throughout the year. The Clustered Bar Chart allows
for quick visual comparisons between categories, while the Bar Chart with
Location allows you to drill down into purchasing behavior across the US, with a
convenient Slicer to filter the data for easier analysis.
By using these visuals, you'll be able to gain a deeper understanding of how product
categories perform during different seasons, and how location influences purchasing
behavior.
Title: Purchase Trends by Size, Age, and Satisfaction

Stacked Bar Chart: Sum of Purchase Amount by Category and Size

 Data:
o Categories: Clothing, Accessories, Footwear, Outerwear (from
previous data).
o Sizes: Small, Medium, Large, Extra Large (based on your dataset or
assumptions).
o Purchase Amount: The sum of purchase amount for each category by
size.
 Analysis: The stacked bar chart will display the total purchase amount by
category (e.g., Clothing, Footwear, etc.) and within each category, it will be
stacked by the size (e.g., Small, Medium, Large, Extra Large).
Interpretation:
o The stacked bars show how purchase amounts for each category are
distributed across different sizes. For example, if Clothing has a
higher Medium size sales compared to other sizes, that will be clearly
visible in the chart.
o This visual helps in identifying which sizes are most popular within
each category and provides insights into size preferences for each
product category. It can inform inventory and stocking decisions,
ensuring popular sizes are well-stocked.

Line Chart: Average Purchase Amount by Age Group

  Data (Average Purchase Amount by Age Group):
o 29 and below: $59.1

o 30-39: $60.3

o 40-49: $58.5

o 50-59: $60.1

o 60+: $60.3

 Analysis: This line chart will plot the average purchase amount for each
age group. The X-axis will represent the age groups, and the Y-axis will
represent the average purchase amount.
Interpretation:
o From the data, it appears that the 30-39 age group has the highest
average purchase amount at $60.3, while the 40-49 age group has
the lowest average at $58.5.
o The chart suggests a steady trend in average purchase amounts across
different age groups, with a slight dip in the 40-49 range. This can
inform marketing strategies to target specific age groups with tailored
offers or promotions, especially those in the 30-39 range where
purchase amounts are higher.

Pie Chart: Satisfaction Levels

 Data (Customer Satisfaction):
o Okay: 22%

o Good: 41%

o Excellent: 37%

o Poor: 0%

o Very Poor: 0%

 Analysis: This pie chart will display the distribution of satisfaction levels
among customers. Each slice of the pie will represent the percentage of
customers who rated their satisfaction as Okay, Good, Excellent, Poor, and
Very Poor.
Interpretation:
o The chart shows that the majority of customers have rated their
satisfaction as Good (41%) and Excellent (37%), with a smaller
portion rating it as Okay (22%).
 o No customers rated their experience as Poor or Very Poor,
indicating generally positive feedback. This could be a sign of overall
customer satisfaction, though the Okay rating suggests there might be
some areas for improvement, particularly in exceeding customer
expectations.

Conclusion for Page 6:

Page 6 offers valuable insights into purchase trends by size, average purchase
behavior by age group, and customer satisfaction. The Stacked Bar Chart
provides a clear view of how purchase amounts vary by size within each product
category, while the Line Chart highlights age-based purchasing behavior, with the
30-39 age group showing the highest average purchase.
The Pie Chart shows that most customers are satisfied with the products, with a
large portion rating their experience as Good or Excellent. This provides an
opportunity to maintain or improve service, while focusing on maintaining
satisfaction in key age groups.

Detailed Analysis of Main Dashboard

Section 1: Key Metrics Overview
This section presents critical performance indicators summarizing customer
demographics, total transactions, and revenue figures:
 Gender Distribution:
o Female Customers: 1,248

o Male Customers: 2,652

o Percentage Distribution:

 Female: 32%
 Male: 68%
 Customer and Revenue Insights:
o Total Customers: 3,900

o Total Revenue: $233.08k

o Discounted Revenue: $99k

o Non-Discounted Revenue: $134k

This summary provides a quick snapshot of customer segmentation and revenue
contributions, highlighting the higher proportion of male customers and the
significant role of non-discounted sales in total revenue.

Section 2: Purchase Trends and Customer Age Group Analysis

Seasonal Purchase Analysis: A line chart illustrates the total purchase amount
across seasons:
 Winter: $58,607
 Summer: $55,777
 Spring: $58,679
 Fall: $60,018
Insights:
 Fall shows the highest purchase volume, slightly surpassing Spring and
Winter.
 Summer experiences a marginal dip in sales compared to other seasons,
indicating potential opportunities for targeted promotions.
Age Group Purchase Behavior:
A combined line and bar chart compares the count of unique customer IDs and
the sum of purchase amounts by age group:
 29 and Below:
o Customer Count: 878

o Total Purchase Amount: $52,905

 30-39:
o Customer Count: 724

o Total Purchase Amount: $43,541

 40-49:
o Customer Count: 739

o Total Purchase Amount: $43,225

 50-59:
o Customer Count: 771

o Total Purchase Amount: $46,516

 60 and Above:
 o Customer Count: 788

o Total Purchase Amount: $46,894

Insights:
 While the 29 and below group contributes the highest number of unique
customers, older groups (50-59, 60+) have slightly higher total purchase
amounts.
 The data suggests that while younger customers are numerous, they spend
less per transaction compared to older age groups.
Average Purchase Amount by Age Group: A line chart highlights the average
purchase amount across age groups:
 29 and Below: $60.26
 30-39: $60.14
 40-49: $58.49
 50-59: $60.33
 60 and Above: $59.51
Insights:
 Customers aged 50-59 exhibit the highest average purchase amount, closely
followed by younger cohorts.
 Age groups 40-49 demonstrate a slightly lower average, presenting potential
areas for engagement or incentives to increase spending.

Section 3: Product Category Analysis and Customer Satisfaction

Category-Wise Purchase Breakdown:
A tree map provides a breakdown of the sum of purchases by product category:
 Clothing: $104k
 Accessories: $74k
 Footwear: $36k
 Clockwork: $19k
Insights:
 Clothing dominates the sales distribution, accounting for nearly half of total
purchases.
 Accessories follow as the second-largest category, indicating significant
customer interest in complementary products.
  Footwear and clockwork have comparatively smaller shares, suggesting
potential growth opportunities.
Seasonal Purchase by Category:
A clustered bar chart highlights seasonal purchase trends for each product
category, revealing key seasonal performance patterns for strategic planning.
Customer Satisfaction Overview:
A pie chart illustrates the distribution of customer satisfaction levels:
 Excellent: 37.51%
 Good: 40.77%
 Okay: 21.72%
 Poor/Very Poor: 0%
Insights:
 The majority of customers rated their experience as either good or excellent,
collectively accounting for over 78%.
 No customers provided a poor or very poor rating, indicating strong overall
satisfaction with the products or services offered.
 The 21.72% "okay" ratings may represent an area for improvement to elevate
overall satisfaction further.

Conclusion
The main dashboard consolidates vital metrics and trends, offering a holistic view of
customer demographics, seasonal behaviors, product category performance, and
satisfaction levels. These insights can guide data-driven decisions to optimize
marketing strategies, product offerings, and customer engagement.