Tableau (Sales Analysis)

Project Description

Heritage Mart is a retail business seeking to evaluate the effectiveness of its sales and marketing activities across product categories and promotional campaigns. The objective is to understand how marketing investments influence revenue generation, product sales performance, and campaign outcomes in order to optimize marketing strategy and improve profitability.

Business Problem

The business lacked a centralized reporting solution to monitor:

• Overall revenue performance and sales volumes.
• Marketing spend effectiveness across campaigns.
• Product category performance.
• Marketing return on investment (ROI).
• Seasonal and monthly sales trends.
• The contribution of promotional campaigns to business growth.

Without a consolidated dashboard, decision-makers would struggle to identify high-performing campaigns, allocate marketing budgets effectively, and optimize product category performance.

About the Dataset

The following are the data used in generating the analysis:

• Sales Revenue
• Units Sold
• Marketing Spend
• Product Category
• Marketing Channel
• Campaign Type (Holiday, Black Friday, Cyber Monday, Clearance)
• Monthly Sales Performance
• Monthly Marketing Expenditure

Data Cleaning Techniques Used

• Checked for missing or incomplete sales and marketing records.
• Standardized campaign names and product categories.
• Validated revenue, units sold, and marketing spend values.
• Removed duplicate transaction records where applicable.
• Ensured consistent date formatting for monthly trend analysis.
• Created aggregations for campaign and category-level reporting.

Key Insights

1. Strong Revenue Performance:

• Heritage Mart generated approximately $349.75K in revenue from 5,956 units sold.
• Total marketing investment was approximately $80,369, indicating substantial sales generated relative to marketing expenditure.

2. Revenue and Marketing Spend Show Positive Alignment

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3. Monthly Performance Remained Relatively Stable:

• Revenue fluctuated between approximately $25K and $38K per month.
• Units sold ranged between roughly 421 and 613 units monthly.
• Marketing spend remained consistent throughout the year, with peaks around months 8 and 11.

Recommendations

1. Increase Investment in High-Performing Campaigns

Since Holiday campaigns generate the highest sales and revenue, management should continue prioritizing these promotions and explore ways to expand their reach.

2. Leverage Jewelry as a Growth Driver

Given Jewelry’s dominant revenue contribution, targeted marketing efforts and premium product strategies should focus on this category.

3. Improve Low-Revenue Categories

Grocery and Beauty categories contribute relatively less revenue and should be reviewed for pricing, promotions, and product mix optimization.

4. Optimize Marketing ROI

Conduct campaign-level ROI analysis to identify whether marketing spend on Black Friday, Cyber Monday, and Clearance promotions is generating proportional returns.