This interactive Tableau story was built for business stakeholders at a fictional retail company, seeking to understand how discounting affects customer profitability and to identify top-performing vs underperforming customers.
The dashboard explores:
- Net profit contribution by customer
- Average discount vs profit margin impact
- High-level KPIs across all customers
This report was designed for non-technical stakeholders (e.g., sales execs, finance managers), emphasizing clarity, color signaling, and interactive filtering.
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Color-coded Profit Ratio
Red for negative, blue for positive - immediate visual cue for decision makers. -
Customer-level Filtering with Actions
Allows stakeholders to zoom in on a single customer and track how their discount behavior impacts profit. -
KPI Cards for Executive Snapshot
Total Profit, Avg. Discount, and Avg. Profit Ratio provided upfront for decision-making speed.
- Tab 1: Introduction
- Tab 2: Profit and Discount for Selected Customers
- Tab 3: Profit and Discount Scatter Plot
- Tab 4: Customer Ranking by Avg. Discount
- Tab 5: Customer State Data
🌐 View Tableau Public Dashboard
| Insight | Evidence |
|---|---|
| ❌ High discounts don't always yield profit | Top 3 customers with avg. discounts > 45% (e.g., Thais Sissman at 70%) still generated low or even negative profit margins |
| ❗ Several customers with discounts are unprofitable | Customers like Tom Prescott and Anthony Garverick received 46%+ discounts yet caused significant losses (red bars) |
| 🟦 Total Profit = $286,347.00 | It's mostly driven by non-discounted sales |
| ⚖️ Total Profit With Discount: –$27,713 vs. Without Discount: $311,958 | Discounts are reducing actual net profit rather than boosting revenue volume |
This project showcases my ability to:
- Design stakeholder-driven BI dashboards
- Use Tableau Stories and actions for interactivity
- Communicate profitability drivers in clear, visual terms
Yuditya Artha
Data Analyst | SQL | Python | R | Power BI | Tableau
LinkedIn | GitHub