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Prepared by: Waqar Ali SALES DATA ANALYSIS REPORT AND DASHBOARD

Technical Report · April 2024

DOI: 10.13140/RG.2.2.17871.70564

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SALES DATA ANALYSIS REPORT
AND DASHBOARD

Prepared by: Waqar Ali

1. Introduction
Estimating sales success is one of the most important problems that modern businesses
must solve. To provide the appropriate product at the appropriate time and location,
businesses must anticipate client wants (Stefanovic, 2015). These days, most
organisations rely on sophisticated data analytics methods (Minelli, Chambers, and
Dhiraj, 2013). Numerous factors, such as geography, state holidays, competing payment
methods, and promotions, affect store sales (Kopalle et al., 2009).

1.1 Mobile Express Firm’s overview

Mobile Express is a major mobile firm/dealer, which has two franchises located in Wales
and London. The firm handles in the sales of five global mobile brands Apple, Oppo,
Redmi, Realme, and Samsung has annual net revenues of £173 million in the two years
2021 and 2022. Mobile phones were bought by both male and female members and
visitors in 2021 and 2022 used cash and credit cards payment modes.

1.2 Problem & its impact

One of the issue that has been brought to light, according to Mobile Express's sales data
research for the years 2021 and 2022, is the absence of suitable diversity in the clientele
and payment options. The data indicates a significant reliance on male customers, who
account for 64% of total sales, as well as a preference for cash payments, which make up
46% of total sales. This lack of variety raises questions about the market's potential
resilience and ability to adapt to customers' ever-changing tastes.

Impact on the business:

The limited diversity of its customer base and payment options might have several
detrimental effects for Mobile Express. It threatens the dependability of the company's
sales numbers by first exposing it to the potential of fluctuations in the preferences of its
dominant demographic. Additionally, if the business mostly conducts cash transactions,
it could not be able to take advantage of the growing trend of digital payments, which
would reduce the convenience and accessibility for clients overall.

1.3 Purpose of the report

This study will go over how business intelligence may help the sales performance
process, which will help Mobile Express's management with customer-centric initiatives,
product promotion, and retention tactics. This study will also go over how business
intelligence may strengthen alliances and cooperation with the brand companies, which
will aid in the analysis of product sales and marketing by the business management. The
data analysis process begins with sales visualisations found in Microsoft Power BI
software for performance-based dashboards, which make it easier to understand the
firm's data including theoretical models, strategies, problem solution and
recommendations.

2. Theoretical Framework
In a time where data is more accessible than ever, it is critical to maximise its potential.
Sales performance and management reports may serve as a successful road map when
paired with the appropriate data analysis tools and methods (Abbasi, Sarker, and Chiang,
2016). According to Cao, Duan, and Li (2015), data analysis is more than simply a tool;
it's a strategic asset that may provide businesses a competitive edge and promote long-
term success. Three characteristics—volume, diversity, and velocity—define big data. To
truly benefit from large information, firm’s must utilise novel methods of data analytics
retrieve significant information from big data sets (Hattingh, Eybers, Maritz, 2020). A
business may concentrate its marketing and sales efforts on these high-performing items,
for example, using past sales data analysis to determine which goods or services are
consistently popular with consumers (Mason and Mouzas, 2012).

Enterprise Analytics refers to software system that improve operators analyse enormous
volumes information to take appropriate business decisions (Ajah and Nweke, 2019).
Business analytics solutions give organisations a competitive edge and improve decision-
making, organisational performance, and business processes (Shanks and
Bekmamedova, 2012). Furthermore, Forecasting, predictive modelling, statistical
analysis, data warehousing, reporting, visualisation, and online analytical processing
(OLAP) are among the technologies that Watson (2010) cites as examples of BA.

Tables or charts are utilised to visually represent performance in dashboards. Sales

visuals, charts are used to trace sales process, manage the objective, to ensure that
various brands are sold at certain locations (Eckerson, 2010). According to Shanks et al.
(2011). The BA overall structure includes the data layer, analytics layer, and
reporting/visualization layer (Khan et al., 2019). Theoretically, BA systems generate
value through the use of evolutionary process theory and continuous evolution.
 Figure 1- The Business Analytics Framework (Khan et al., 2019)

2.1 Information Layer

According to Khan et al., (2019), data may be found in types of sites and formats, it is
required to gather from the inside and outside resources in a place. Following collection,
the data is assessed to aid in decision-making and stored in a data warehouse. Data must
be converted before being supplied into a data storage from external and foreign sources.
This conversion process consists of three stages (Khan, Nadeem, and Ali, 2019).

• Excerpt: Data is collected from a variety of internal and external resources. The data is
then merged, and any extraneous info is eliminated.

• Conversion: Organization conventions are used to map the storage warehouse graphic
to the data once the data has been retrieved and cleaned up to remove any missing,
inconsistent, or inaccurate report. The information is then converted into a standard
format.

• Stack: In the storage warehouse, processed data is filled.

2.2 Analytical Layer

Analytics that are descriptive, predictive, or prescriptive are used to examine data from
the data warehouse. Techniques for multidimensional data analysis or data mining are
employed at the analytics layer. Data mining is the process of identifying relevant
patterns and rules by exploring and analysing large amounts of data using automated or
semi-automatic methods. When combining many dimensions, multidimensional analysis
enables users to see the same data in a multitude of ways. Every dimension—such as
region, product, cost, pricing, or period—is represented by a distinct piece of data. (Khan
and others, 2019).

2.3 Visual / Reporting Layer

Dashboards are visual aids that provide important business data as tables, charts, and
graphic indications. A graphical high-level overview of business processes that may be
reviewed to learn more about a particular business process is called a digital dashboard
(Khan, et al., 2019).

3. Sales Management & Monitoring in the Mobile Industry: Business Analytics

According to Elgendy and Elragal (2016), these reports provide a window into the sales
operations of the past, present, and future, assisting executives in making well-informed
decisions, optimising tactics, and maintaining a competitive edge. Analytics and business
intelligence tools, including data warehousing, data mining, OLAP, dashboards, and Web-
based decision support, are used by today's modern management (Sharda et al., 2014).

Several significant facets of Mobile Express's business operations are affected by the
implementation of a business intelligence (BI) system. This illustrates the firm's
commitment to using data to inform choices and boost output. The integrated data
strategy, real-time analytics capabilities, predictive modelling, user-friendly dashboards,
performance monitoring, stringent data protection are examples of a Business Intelligent
System.

3.1 Analysis of Data

The process of collecting, modelling, and analysing data to provide insights that improve
decision-making is known as data analysis. According to Mcfedries (2018), data analysis
is the process of applying techniques and tools to organise, analyse, interpret, and, in
some cases, forecast certain collections of data.

3.2 Data Collection

Through data collection, businesses may evaluate and maintain important information
about various workflows, which improves decision-making processes (Christiansen,
2020). Mobile Express may enhance their decision-making process by utilising their own
sales statistics. The Kaggle website, which provides a comprehensive examination of the
firm’s performance across several dimensions, was used to gather sales data for 5,250
customers for the years 2021 and 2022 (Kaggle, 2022). Sales information from is
gathered based on requirements mentioned in Figure 2 below.

Figure 2-Data Information

4. Critical Analysis and Justification of Dashboard

4.1 Discovery, Data Preparation and Modelling
MS Excel, the data was filtered and cleaned using a variety of tools such as importing data,
creating backup, removing duplicates, text to columns, clear formatting, filter data,
correct spelling and format cells and values, delete unnecessary columns and rows,
standardize text. The Excel datasheet imported to MS Power BI and the data was
extracted, manipulated for data analysis, data modelling was carried out and
visualizations were added with slicers and then type of visualizations and customization
were carried out. In the end, online insights publishing tool was used in Power BI to show
automated visualizations (please see Power BI insights in Appendices). This dashboard
will give annual, quarterly information of mobile sales data of two years and the data
categories included (Year, Quarter, store location, cost price, retail price, units sold, net
sales, profit percentage, customer type, payment mode, customer gender), which will be
displayed in pie, bar charts, tables, slicers, and donut charts.

This dashboard provides Mobile Express's management with comprehensive insight into
their mobile brand sales, helping them to project future sales of mobile models. Using side
slicers, one may choose random data from among four sheets of the data visualisation in
a Power BI file. Slicers make dashboards easier to use and more visually appealing for
users (Alexander, 2021). The management may quickly obtain information about their
unique sales data by using the slicers their decision-making process on the dashboard.
Figure 3-Dashboard (Power BI Sheet-1)

Figure 4-Dashboard (Power BI Sheet-2)

 Figure 5-Dashboard (Power BI Sheet-3)

Figure 6-Dashboard (Power BI Sheet-4)

4.2 Dashboard
Figure 7 shows that in 2022, the Apple iPhone 12 was the best-selling product with a
revenue of $59.36 million, or 41.9% of total sales. It also showed remarkable product
performance. Second and third place went to the OPPO A17 and Real Me Note 10, with
$22.04 million (15.6% of total sales) and $16.77 million (11.9% of total sales),
respectively.
 Figure 7-Net sales by product

As seen in Figure 8, male customers accounted for 64% of Mobile Express's total revenues
in 2022, with female customers making up the remaining 36%. This indicates that male
consumers were crucial to the company's success. Male and female customers differed
significantly in the average purchase value.

Figure 8-Gender-wise product sales

Based on the data shown in Figure 9, London emerged as the top performing shop
location in 2022, contributing a substantial $61 million to overall sales, or 43% of total
revenue. Wales secured the runner-up position with $35 million in net sales, or 25% of
total revenue. Following closely on the heels of Q3-2022, net sales of $33.8 million, or
24% of total sales, were reported. On the other hand, with net sales of $25.2 million, or
18% of total sales, Q1-2022 had the poorest result.
Net sales increased significantly, from $125 million to $142 million, representing a
substantial 13% year-over-year increase. The firm's sales volume in 2022 was 245,000
units, which represents an 11% rise. In addition, there was a 9% increase in the average
profit per unit, reaching $38.

Figure 9-Net sales by Quarter and Product

The Mobile Express Sales Data chart for 2021 and 2022, as seen in figure 10 below, offers
a thorough analysis of net sales broken down by quarter and year and gives insightful
information about the company's performance. Fifty-five percent of overall sales in 2022
came from new clients, while forty-five percent came from repeat business. Based on the
analysis of quarterly performance, Q1-2022 had the strongest performance in terms of
acquiring new customers, with net sales of $18.2 million, or 24 percent of total sales from
new clients. With net sales of $17.7 million, or 27% of total sales from repeat clients, Q4-
2022 was clearly the strongest quarter for repeat business.
 Figure 10-Net Sales (Yearly and Quarterly)

As shown in figure 11, When payment methods were examined, cash transactions made
up 46% of total sales. Debit card payments constituted 37% of the sales, while credit card
transactions made up 17%. To ensure continued rising momentum in the future, Mobile
Express should prioritize its top-performing features, including retail locations, quarters,
items, and payment modes, as indicated by the growth observed in these areas.

Figure 11-Net Sales by Gender, Payment Mode & Customer Type

Figure 12 illustrates, in 2022, female consumers had a stronger preference for the Apple
iPhone 12, purchasing more of the device than its male counterparts. In contrast to female
customers, male customers had a higher inclination to buy Redmi A7 and Real Me Note
10 smartphones. With 38.60 million units sold to female customers and 40.28 million
units sold to male customers, the Apple iPhone 12 was the best-selling product in 2022.
At 22.30 million sold, the Redmi A7 was the second-highest selling smartphone among
female consumers. With 17.98 million units sold overall, it also had the third-highest sales
among male consumers. Out of all female consumers, the Real Me Note 10 had the third-
highest sales volume (16.30 million units sold). A total of 24.50 million copies were sold,
giving it the second-highest sales among male consumers.

Figure 12-Units Sold by Product & Gender

The Mobile Express Sales Data chart for 2021 and 2022, as seen in figure 13, offers a
thorough summary of the total number of units sold divided by product and gender
categories, providing insightful information on the success of the business.

Figure 13-Sales by product-Male & Female

The chart demonstrates the wide attraction of the Apple iPhone 12 among consumers of
all genders, as seen in figure 14. Mobile Express must have a consistent supply of Apple
iPhone 12 devices to meet this demand. Additionally, Mobile Express may aggressively
target male customers and encourage the purchase of Redmi A7 and Real Me Note 10
devices by addressing gender-specific preferences, potentially increasing sales within
this category. This illustrates that cash was used as a payment method more often than
credit cards. Additionally, the firm must take the necessary steps to advance digital
payment methods.

Figure 14-Net sales by Product & payment mode

The Apple iPhone 12 turned out to be the most lucrative product overall in 2022, with an
average profit per unit sold of $59, as seen in figure 15. In the highly competitive market,
the Samsung Fold 3 emerged as the second-most lucrative device, with an average profit
of $53 per unit sold. The Redmi A7 ranked third among the most lucrative smartphones
with an average profit per unit sold of $49; this puts it in third position.

Implementing Targeted Marketing Strategies for the Redmi A7 and Real Me Note 10,
construct marketing initiatives that are specifically designed to appeal to the male
demographic to augment sales of these devices.
 Figure 15-Net Sales by Product, Stores and Quarter

4.3 Dashboard Critical Analysis and Limitations

In terms of overall sales, Mobile Express increased significantly in 2022 over the prior
year. The net revenues have increased to $142 million, a significant 13% increase over
the prior year. Additionally, there has been a noteworthy 11% increase in unit sales.
These numbers show that the business is now headed in a positive direction. The
average profit per unit sold also showed a 9% rise, coming in at $38.

When product preferences were examined, the Apple iPhone 12 contributed to 41.9% of
all sales, making it the top selling model. Male customers accounted for 64% of overall
sales, making up the bulk of the market. Paying with cash was the favoured option,
accounting for 46% of all transactions. These statistics point for targeted marketing, such
as offering incentives for different payment methods to draw in a larger clientele. Using
these insightful insights, Mobile Express may proactively acclimatise itself for sustained
success in the dynamic marketplace.
5. Recommendation and Conclusion
To get over this problem, it is advised that Mobile Express give priority to using a variety
of payment methods and diversifying its clientele. By launching targeted marketing
campaigns to draw in a wider range of customer demographics, including women and
other underrepresented groups in the market, it may be possible to increase the clientele.
Simultaneously, offering rewards for using credit cards, mobile wallets, or digital
transfers might increase the company's adaptability and align it with the preferences of
contemporary customers.

The incorporation of recommendation will allow Mobile Express to further elevate its
data-driven tactics, which will ensure sustainable development, flexibility to market
changes, and a competitive advantage in the mobile sales sector. To successfully navigate
the ever-changing terrain of customer preferences and market trends, the constant
refining of business intelligence processes will be of critical importance.
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Appendices
Appendix-I – Screenshots of Excel Data Sheet an Power BI Visuals and Dashboards
 Appendix-II – Power BI Dashboard Insights (an online publishing tool in Power BI)

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