The Tableau product comes packaged with a few datasets, one of which is "Superstore". This presents a great opportunity to skip the data compilation and wrangling steps that are usually necessary and focus on exploratory analysis and visualizations.

Superstore Dashboard

This tab is designed to be a basic business intelligence dashboard. A place where a business leader can quickly and easily get a pulse about their area of interest. It is color coded blue for positive and orange for negative numbers and filterable by region.
  • Big Numbers - at the top allow for a quick view of Profit, Sales and Quantity.
  • Profit by State - This allows the user to see the KPI of interest by state. By utilizing a "square" map instead of a traditional geographical you can reclaim the size preattentive attribute. This corrects the natural bias we have to focus on larger items (Texas, California for example in a map of the U.S.)
  • Profit by Sub Category - This graph allows us to see which items by sub category are contributing positively and negatively to the metric selected.
  • Profit by Month - Metric over time to gauge overall trend.
  • Discount vs Profit - This graph shows the effects of discounting items on their individual profitablility. It shows that on an individual item basis, discounts are not helping this company.

Actionable Items

Taking the previous tab a step further, this view breaks down discounts and customer adds to better understand what is happening in this business.
  • Are Discounts Helping The Business? - This view attempts to answer the question "are discounts helping". By breaking down negative and positive profit by item and grouping them by discount percent. We can see that discounts are harmful to the bottom line. Although, not knowing the specifics of how this business runs it is difficult to say that for sure. For instance, it could be that new customers are given a discount to get them in the door, at which point they are charged full price.
  • No, Removing Sales wtih Greater than 20% Discounts Would Increase Profit by 47% - This graph is taking a look at the scenario of removing items with a greater than 20% discount and it's effect on profit by year. The first blue bar is current profit, the orange bar is the amount of negative profit and the second blue bar is what the profit would have been without those negative values.
  • Are we Adding Customers? - Taking a look at distinct customer adds, we can see that growth has slowed considerably since 2016. The last purchase line shows us that the existing customers are regular visitors and still make purchases often.
  • No, Only 1.3% of Customers made their first purchase in 2017 - This company appears to have an opportunity when it comes to it's customer base. The lack of new customers means they will not be able to make up for customer churn without investing in a marketing strategy or outreach program.