Sales & Customer Analytics Dashboards

🧩 The Challenge

Estrada's leadership team needed a comprehensive, interactive analytics solution to monitor sales performance and customer behavior across multiple dimensions.

The goal was to empower decision-makers with real-time insights into year-over-year trends, product performance, and customer engagement—without requiring them to dig through raw data.

🎯 The Solution

I designed and developed two dynamic Tableau dashboards — one focused on Sales Performance and the other on Customer Insights, tailored to the needs of both strategic and operational stakeholders.

📈 Sales Dashboard Highlights

KPI Overview: Delivered a clean summary of total sales, profit, and quantity sold for both the current and previous year.
Sales Trends: Visualized monthly performance with clear indicators for peak and low-performing months.
Product Subcategory Comparison: Enabled side-by-side analysis of sales and profit across product subcategories to identify top and underperforming segments.
Weekly Trends: Introduced a weekly breakdown of sales and profit with average benchmarks, highlighting anomalies to support tactical decision-making.

👥 Customer Dashboard Highlights

KPI Overview: Showcased total customers, average sales per customer, and order volume across two years.
Customer Trends: Illustrated monthly customer behavior patterns, emphasizing seasonal highs and lows.
Order Distribution: Built a histogram to segment customers by order frequency, revealing loyalty and engagement levels.
Top 10 Customers: Ranked high-value customers by profit, enriched with order count, sales, and last purchase date for targeted retention strategies.

🧠 Design & Interactivity Features

Year Selector: Users can toggle between years to analyze historical performance.
Cross-Dashboard Navigation: Seamless transitions between sales and customer views.
Interactive Filters: Enabled drill-down by product category, subcategory, region, state, and city.
Clickable Visuals: Empowered users to filter data directly from charts for intuitive exploration.

💡 Impact

These dashboards transformed how Estrada's teams interact with their data — shifting from static reports to self-service analytics.

Executives now make faster, data-driven decisions, while marketing and sales teams can proactively identify trends and opportunities.

The implementation resulted in:

Reduced reporting time by 70%
Increased data accessibility across all departments
Improved decision-making speed by providing instant insights
Enhanced collaboration between sales, marketing, and executive teams

🛠 Tools & Technologies

Primary Tool: Tableau Desktop & Tableau Server

Key Techniques:

Advanced calculated fields for YoY comparisons
Custom parameters for dynamic filtering
LOD expressions for complex aggregations
Dashboard actions for interactive cross-filtering
Custom color palettes for brand consistency

📊 Technical Approach

The dashboards were built with a focus on:

Data Modeling: Structured data relationships to enable flexible analysis
Performance Optimization: Efficient calculations and extract refresh schedules
User Experience: Intuitive navigation and self-explanatory visualizations
Mobile Responsiveness: Layouts optimized for viewing on various devices
Scalability: Architecture supporting future data growth and additional metrics