Assignment 2

Data Analysis and Product Strategy

BUSI 650 (Section - 36)- Business Analytics

University Canada West

Student: Claudia Sara Rojas Castro

Professor Subir Ranjan

February 20, 2024

 Introduction

In the world of data analysis, decision making is based on data mining optimization, which
creates business and growth potential for the company. In addition to facilitating proper
understanding, it provides information on sales of different items, according to categories, cities,
branches and schedules. The data analysis will be developed in a practical way, which will help the
company to obtain information about its business. On statistical analysis, data visualization and
exploratory data analysis, it will show significant trends and will be able to propose useful solutions
when developing strategies, allocating resources and improving sales prospects.

Among the main objectives of this data analysis we will find:

About the Dataset:

The data to be analyzed corresponds to the complete database on product sales in different product
lines, cities, branches, as well as time intervals.

Columns in the Dataset includes:

• Branch • City • Customer Type

• Gender • Product Line • Product

• Unit Price • Quantity • Tax 5%

• Total Slaes • Payment Type • Cost of goods sold (COGS)

• Gross Margin • Gross Income • Rating

Methodology and Tools:

1. Data cleansing:
Using the "Remove Score" functionality = right-click on individual columns, Tableau
Prepacilitates the removal of score from specified columns in your dataset, ensuring cleaner data
for analysis and visualization.

2. Data Exploration:
This analysis serves to obtain initial information about the attributes of the dataset. We will
examine general statistics, distributions and simple visualization methods, identifying our initial
 insights and trends. Data exploration is an intensive method that analyzes all the data available in
Tableau to find any patterns related to the relationships between different variables.
Data exploration is performed using the columns of the provided dataset: Date, time and branch,
city, customer type, gender, product line and product, unit price and quantity, five percent tax,
total and sales, payment, cost of goods sold, gross margin, gross revenue, valuation. Connect and
load data into Tableau, which contains the columns mentioned (Date, Time, Branch, City,
Customer Type, Gender, Product Line, Product, Product, Unit Price, Quantity, Tax 5%, Total
Sales, Payment, COGS, Gross Margin, Gross Revenue, Valuation).

3. Segment analysis:

Segmentation analysis uses criteria such as product lines, cities and branches to identify different
groups or segments within the data set. Performance variations between segments can be better
understood with this analysis.

4. City analysis:

Sales data from different cities is analyzed, giving us insight into geographic preferences, which
has allowed us to identify high-performing regions and understand variations in consumer
behavior by location.

5. Time analysis:

This includes a process of evaluating sales trends over a period of time, such as daily, monthly.
In three times a year to find seasonal patterns, long-term growth patterns and possible cyclical
behaviors affecting sales.

6. Identify trends and patterns:

Monitor whether there are seasonal variations in sales, differences in sales performance across
branches or cities, or any correlation between high ratings and sales.

7. Utilize Dashboards and Storyboards:

Combine multiple visualizations into dashboards or storyboards to present a comprehensive

view of your exploration findings. Use these to tell a cohesive story about the dataset.

8. Perform Drill-Down Analysis:

 Perform further exploration by drilling down into specific data points. For example, click on a
particular product or branch in a visualization to see detailed information related to it.

9. Review Summary Statistics and Insights:

Use Tableau's summary statistics feature to gain insights like mean, median, minimum,
maximum, or standard deviation of numerical fields (Total Sales, Rating, etc.).
Product Analysis

Average COGS Product Wise:

The leather wallet stands out as the best-selling product = 465 units.
Product Rating

Travel Neck Pillow is highlighted, with the best score: 7.31

Product Wise – Total Sales

Leather Wallet had the highest total sales of $29,494

Monthwise Total Sales:

Records show that : In May the highest sales were $48,663.

While the lowest sales were in October with $12,824 in sales.

Day Wise – Total Sales:

The highest sales were recorded on the 3rd day of each month, while the lowest sales were recorded
on the 31st day of each month.

Analysis of ratings:
This analysis can provide valuable information on customer satisfaction levels and their impact on
sales.
 Best rated by customers: Branch C

City Rating:

Toronto has the highest city rating

Customer Type Rating:

Normal customer has better rating than the Members

Determine correlation and regression:

Correlations between different variables and regression analysis were used, helped to identify
relationships between factors influencing sales performance.

Regression analysis of monthly sales versus total sales.

Group Data & Visualize Data:

By grouping data, you can drill down into specific categories, while the use of visualizations such
as charts, graphs and heat maps helps to present complex information in an easily understandable
format.
 Conclusions and Recommendations

As analyzed, the company can cope with revenue fluctuations. According to specific tactics, sales
rates can be increased.

It is recommended to start by boosting sales to affiliate customers in order to align them with
member traffic. Offering deals, early access to offers or exclusive perks could encourage people to
sign up and ultimately further increase revenue.

Consider the importance of examining data and identifying trends or causes of these declines, as
this may involve adjusting inventory, refining pricing strategies or introducing products/services
during periods of low revenue.

It is also recommended to participate in activities that can increase the visibility of the product. Use
effective marketing tactics to attract the customer; market research specifically focused on
understanding how male and female customers differ in terms of their spending preferences based
on gender could provide insight.

To narrow the spending gap, promotions and product suggestions tailored to the interests and
preferences of each gender could be used.
 References

Amit Phaujdar 26th, Duggal, A., & Chawla, D. (2023, October 26). Tableau Time Series
Analysis Simplified. Hevo. https://hevodata.com/learn/tableau-time-series- analysis-simplified/

Anooj. (2018, November 26). Tableau for Exploratory Data analysis(eda). Medium.
https://towardsdatascience.com/tableau-for-exploratory-data-analysis-eda- c503aa84515a

David Taylor, & Taylor, D. (2023, November 16). Groups in tableau: Create groups, hierarchy,
sets & sort data. Guru99. https://www.guru99.com/tableau-sort-data.html

Ryan. (2019, October 16). Predictive analytics in tableau: Linear regression examples.
DataCrunchCorp. https://datacrunchcorp.com/tableau-predictive-analytics- linear-regression/