Student ID: Module: Assessment: Assessment 2 Report with insights dataset Word Count:

Student ID:

Module:

Assessment: Assessment 2 Report with insights dataset

Word Count: 1890 words

Table of Contents

1.Introduction 2

2.Analysis 4

2.1 Data Preparation and Cleaning 4

2.2 Overview of Business Performance 5

2.3 Insights and Visualizations 6

Figure 1-Sales Revenue over the years 2015 to 2018 7

Figure 2- Total order volume over the years 2015 to 2018 8

Figure 3- The percentage of sales by customer segment 9

Figure 4—the sales of different sub-categories 10

Figure 5 –The percentage of sales by product category 11

Figure 6—sales revenue by salespeople 12

Figure7 – sales of each product category by the salesperson 13

3.Rationale and Recommendations 15

Rationale 15

Recommendations 16

4. Conclusion 17

Overall Feedback

Data cleaning is inadequate.

Business overview is poorly developed.

The majority of the narrative offered was purely descriptive, you have offered virtually no useful insights. For example who is the top performing country and why? basic questions.

Sales is one measure what about profit? what about the relationship between profit and sales – namely the profit to sales ratio?

There is no structural logic to your report, it is a series of poorly developed visuals that are then largely described. You need to look for anomalies and investigate them, to do that you need more measures – as a minimum the PTSR.#

Your rationale is a repeat of the description above.

You could have written your recommendations without doing any analyse, the assignment brief was explicit – data drive recommendations. For example the furniture category performs

relatively poorly, so investigate as to why and based on your findings make specific recommendations – potentially discontinuing some products.

1.Introduction

In this report, we examine and analyze the orders placed data and sales data of a company that retails supplying Technology, Furniture and Office supplies related products. By analyzing those data, we showed the business performance from the year of 2015 to the year of 2018 for stakeholders clearly and provides insights and recommendations to help them make better business decisions. The dataset includes sales data that contain order placed data, customer profiles data, return products data, sales regions and salespeople data from January 2015 to December 2018.

The purpose of this analysis is to understand sales trends and customer behavior over a period of time and identify potential growth opportunities to help stakeholders make profitable decisions. Specifically, we aim to answer the following questions:

What is the general trend in sales revenue and number of products sold over three years?

Which customer segment ( corporate, consumer or home office) generates the most sales revenue?

Which product category (Technology, Furniture or Office Supplies) has the highest sales revenue?

which salespeople had the best performance over the years

The rest of the report organization is as follows. In 2.1 data preparation and cleaning, we provided detailed steps and methods for data preparation and cleaning. In 2.2 overview of business performance, we made a dashboard to help present market segmentation and product sales in a visual way. In 2.3 Insight and Visualizations, we analyzed those visualization tables in detail. In 2.4 Rational and recommendations, we provide future suggestions based on the insights. Finally, we had an overall conclusion from the dataset insights and recommendations.

2.Analysis

2.1 Data Preparation and Cleaning (Too generic, be specific and include screenshots of before and after. For example what did you do to remove duplicates? link tables? any of your own calculations, etc.)

Before data analysis, we prepared and cleaned the data by using several techniques to clean the data and ensure its accuracy and consistency. First, we checked whether the extra spaces existed in the text and data. In four tables, we did not examine any extra spaces among text data. In this way, the dataset is consistent. In order to guarantee the data, we also checked and found no presence of Blank Cells. We turned sales and profit into numbers and added transaction currency units: Euros €.

Through conditional formatting, we did not find duplicate rows. There are duplicates in the returns table.We checked the capitalization of Oder ID, Customer ID and Product ID. After the data preparation and cleaning, we can ensure the analysis is based on accurate, consistent and complete data.

2.2 Overview of Business Performance

Table 1 –The sales and business performance Dashboard

The dashboard provides a comprehensive overview of the business’s performance over the four years. By focusing on four aspects: sales revenue, customer analysis, product category breakdown and salespeople performance.

The first part of the dashboard highlights the sales revenue over the four years. It presents a visual representation of the revenue growth by gathering the sales of each year and putting four together to compare.

The second part of the dashboard focuses on customer analysis. We connect customer information with sales data. It gives a clear distribution of sales among these segments.

The third part of the dashboard focuses on the product categories. It presents a visual representation of the sales distribution in each category.

The final part of the dashboard is the performance of salespeople, we connect the data in different regions to the region that each salesperson responds to compare. Completely descriptive with no real value.

2.3 Insights and Visualizations

Label axis

Figure 1-Sales Revenue over the years 2015 to 2018

The year 2015: Sales revenue was €477,796.

The year 2016: Sales revenue increased to €652,647, indicating growth compared to the previous year.

The year 2017: Sales revenue further increased to €765,441, showing continued growth.

The year 2018: Sales revenue reached €1,042,203, demonstrating a substantial increase compared to the previous years.

Based on the information provided by Figure 1, we can see a clear upward trend in sales revenue over the years 2015-2018. The revenue has consistently increased, indicating positive sales growth and potentially a successful period for the business.

Figure 2- Total order volume over the years 2015 to 2018

There is a clear trend of increasing order volume over the four-year period. The order volume has steadily risen from 6234 in 2015 to 13299 in 2018. This indicates that the business has been successful in attracting more customers or generating more sales from existing customers.

The growth rate can be known

From 2015 to 2016: the growth rate is 36.38% (8498-6234)/6234

2016 to 2017: the growth rate is 14.66%

2017 to 2018: the growth rate is 36.60%

The growth rate is relatively high from 2015 to 2016 and from 2017 to 2018. The growth rate from 2016 to 2017 is comparatively lower.

Purely descriptive, if it is clear then why write about it?

Figure 3- The percentage of sales by customer segment

Based on Figure 3, consumers account for 52% of sales, corporate customers account for 31%, and home office customers account for 17%.

Consumers make up the largest portion of sales with 52%. This suggests that the consumer market is a significant source of revenue for the business. The business will be beneficial to focus on strategies that cater to consumer needs and preferences to maintain or increase sales in this segment.

Corporations represent a smaller percentage 31% compared to consumers. They still contribute significantly to overall sales. It might be valuable to nurture relationships with corporate clients and explore opportunities to expand the corporate customer base.

Home office segment, despite representing the smallest proportion which is 17% of sales. This group has shown interest in purchasing from the business, and there may be untapped potential for growth. Investigation and specific needs and preferences of home office customers could help develop targeted marketing strategies to boost sales in this segment.

Figure 4—the sales of different sub-categories

The top three sub-categories with the highest sales during the period are copiers, phones and appliances. Copiers had the highest sales, followed closely by phones and appliances. These three sub-categories are the most popular and potentially and profitability for the business.

Machines also had significant sales.

Art, binders, supplies, envelopes and labels had comparatively lower sales. This insight could prompt a review of marketing or promotional strategies for these sub-categories to potentially boost sales.

Figure 5 –The percentage of sales by product category

Office supplies are the largest portion of sales, representing the percentage of 66 of the total sales. This indicates that office supplies are an important product category for the business, generating most of the revenue. It is important to maintain focus on this category and ensure the product offering and customer satisfaction.

Technology products represent 19% of the total sales, it made the second largest product category. Although it has a smaller share compared to office supplies, technology products still contribute significantly to the revenue of the business. It might be beneficial to invest in product innovation and provide better customer support for technology-related products.

Furniture accounts for 15% of the total sales. While it has the smallest share among the three categories, it still represents a considerable portion of the revenue. Analyzing trends within the furniture category can help identify opportunities for growth and improvement.

Figure 6—sales revenue by salespeople

Emilia Clark responds to the central region that achieved the highest sales with a total of €1,720,553. This indicates that Emilia has been highly successful in generating sales and might have exceptional sales skills or effective customer relationship management.

Brad Jordan achieved sales of €625,575. While this is a significant amount, it is lower than Emilia Clark’s sales. Analyzing

Daniella Petals achieved sales of €591,961. Similar to Brad, Analysing Daniella’s performance relative to other factors could shed light on the strength and potential areas for growth.

Figure7 – sales of each product category by the salesperson

Emilia Clark

Emilia Clark generated sales of €600,000 in the Office supplies category indicating a strong performance in this category.

In the Technology category, Emilia achieved sales of €650,000 which suggested a high level of success in selling technology products.

Emilia Clark also generated sales of €450,000 in the Furniture category. It indicated a significant contribution to the sales within this category.

Daniella Petals

Daniella Petals had sales of 250,000 in the Office Supplies category a moderated performance in this category.

Daniella also generated sales of 200,000 in the Technology category. It suggests a lower level of success compared to Emilia Clark

In the Furniture category, it generates 120,000 indicating a relatively lower contribution to the sales.

Brad Jordan

Achieving sales of 200,000 in the Office supplies category also a moderated performance

Generating sales of 250,000 in the Technology Category. It indicated a solid contribution to the sales.

Brad Jordan had sales of 150,000 in the Furniture category, which suggests a relatively lower contribution compared to other salespeople.

3.Rationale and Recommendations

Rationale

Sales revenue consistently increased from 2015 to 2018. It indicated a positive performance and market demand for the products that the company offered.

Based on the Customer segments, the data shows that consumer account for 52% of sales, corporate customers account for 31% and home office customers account for 17%. This distribution provides insights into the customer base and can help in marketing and sales strategies.

Based on the product subcategory and category, it suggests the potential profitability of the popular sub-categories and highlights the need for marketing and promotional strategies to boost sales in the lower-performing sub-categories. It also emphasized the importance of maintaining focus on office suppliers while considering the investment in innovation and customer support for technology products and identifying growth opportunities within the furniture category.

Based on the salespeople’s Performance. Emilia Clark achieved the highest sales indicating exceptional sales performance in the central region. Analyzing the performance of each salesperson relative to other factors can provide insights into their strengths and potential areas for growth.

Recommendations

Capitalize on top-performing sub-categories and allocate resources to further exploit the potential and profitability of the top-performing products. Explore strategies to enhance sales and market presence for those products such as targeted marketing campaigns, or special promotions.

Revies and adjust marketing strategies for the product with lower sales. Consider product positioning, pricing, and targeted advertising to increase visibility and stimulate demand.

Emulate the success of Emilia Clark in generating high sales by analyzing her sales techniques, customer relationship management strategies, and overall approach. Share the practices among the sales team and consider training programs to enhance the skills and performance.

With the upward trend in sales revenue. It is important to invest in effective sales and marketing strategies. It is a good way to have digital marketing channels and ensure a strong online presence to reach a larger customer base.

4. Conclusion

Based on these insights, strategic recommendations include capitalizing on top-performing categories, adjusting marketing strategies for lower-performing categories, emulating successful salespeople and continuously monitoring and analyzing sales performance and market trends. By implementing these recommendations, the business can maximize revenue potential, effectively target customer segments, and optimize product category performance to drive growth and profitability.

Too generic, where is the data driven aspects of this?

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