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Sales Funnel Dashboard
This interactive Tableau dashboard provides a comprehensive analysis of a sales funnel, visualizing key metrics such as conversion rates, drop-off points, and revenue potential across different stages.
Open Source Project
Challenges
Inconsistent Date Formatting
Misspelled Category Names
Data Alignment Issues in Order Details
Future Date Anomaly
Step 1: Understanding Business Context & Metadata.
Gain clarity on the purpose of the dashboard, the source of the data, and the key business metrics being tracked to ensure accurate analysis and meaningful insights.
Key Questions to Answer:Business Purpose:Is this dashboard used for sales performance tracking or inventory management ?Who are the primary stakeholders (e.g., sales managers, executives, analysts)?
Data Source & Scope:Where does the data come from? (CRM, ERP, Excel exports)What time period does it cover? (e.g., Dec 2018, but some orders date back to 2015 and even 2025)Is this a live feed or a static snapshot?
Metric Definitions:How is "Turnover" calculated? Are "Total Sales" and "Total Profit" gross or net values?
Step 2: Data Collection.Gather raw data from verified sources to ensure accuracy and completeness before analysis.
Key Actions:Identify Data Sources – CRM (Salesforce)Extract Relevant Data – Sales, orders, profits, categories, and dates.
Step 3: Data Cleaning.Prepare the dataset for analysis by fixing inconsistencies, errors, and missing values to ensure accuracy and reliability.
Key Actions:Fix Structural ErrorsTypos in Categories: Correct misspellings (e.g., "Ginders" → "Binders," "Opper" → "Paper").Date Format Standardization: Ensure all dates follow a consistent format (e.g., MM/DD/YYYY).Future Date Handling: Investigate and correct/remove invalid future dates (e.g., *"24/3/2025"*).Handle DuplicatesIdentify and resolve duplicate entries (e.g., repeated Order ID CA-2015-101427).Validate MetricsClarify "Turnover" definition (is it profit margin, inventory turnover, or another KPI?).Ensure "Total Sales" and "Total Profit" calculations exclude returns/discounts if needed.Address Missing DataCheck for gaps in Daily Sales trends (e.g., missing dates in December 2018).Decide on imputation or removal for incomplete records.
Key Questions to Answer:Business Purpose:Is this dashboard used for sales performance tracking or inventory management ?Who are the primary stakeholders (e.g., sales managers, executives, analysts)?
Data Source & Scope:Where does the data come from? (CRM, ERP, Excel exports)What time period does it cover? (e.g., Dec 2018, but some orders date back to 2015 and even 2025)Is this a live feed or a static snapshot?
Metric Definitions:How is "Turnover" calculated? Are "Total Sales" and "Total Profit" gross or net values?
Step 2: Data Collection.Gather raw data from verified sources to ensure accuracy and completeness before analysis.
Key Actions:Identify Data Sources – CRM (Salesforce)Extract Relevant Data – Sales, orders, profits, categories, and dates.
Step 3: Data Cleaning.Prepare the dataset for analysis by fixing inconsistencies, errors, and missing values to ensure accuracy and reliability.
Key Actions:Fix Structural ErrorsTypos in Categories: Correct misspellings (e.g., "Ginders" → "Binders," "Opper" → "Paper").Date Format Standardization: Ensure all dates follow a consistent format (e.g., MM/DD/YYYY).Future Date Handling: Investigate and correct/remove invalid future dates (e.g., *"24/3/2025"*).Handle DuplicatesIdentify and resolve duplicate entries (e.g., repeated Order ID CA-2015-101427).Validate MetricsClarify "Turnover" definition (is it profit margin, inventory turnover, or another KPI?).Ensure "Total Sales" and "Total Profit" calculations exclude returns/discounts if needed.Address Missing DataCheck for gaps in Daily Sales trends (e.g., missing dates in December 2018).Decide on imputation or removal for incomplete records.
Step 4: Analyze Data.
Extract actionable insights by exploring trends, patterns, and anomalies in the cleaned dataset to support data-driven decision-making.
Key Analysis Steps:Sales & Profit TrendsAnalyze monthly/daily sales performance (e.g., Why is there a spike/dip in late December?).Compare profit margins across categories (e.g., Copiers contribute most to profit despite fewer orders).
Funnel & Conversion MetricsCalculate drop-off rates between sales stages (if funnel data exists).
Identify bottlenecks (e.g., low conversion from leads to orders).Customer & Segment AnalysisRank top customers by sales/profit (e.g., Tamara Willingham has high profit per order).
Key Analysis Steps:Sales & Profit TrendsAnalyze monthly/daily sales performance (e.g., Why is there a spike/dip in late December?).Compare profit margins across categories (e.g., Copiers contribute most to profit despite fewer orders).
Funnel & Conversion MetricsCalculate drop-off rates between sales stages (if funnel data exists).
Identify bottlenecks (e.g., low conversion from leads to orders).Customer & Segment AnalysisRank top customers by sales/profit (e.g., Tamara Willingham has high profit per order).
Step 5: Creating Dashboard & Communicating Findings.
Transform analyzed data into an interactive, stakeholder-friendly dashboard that highlights key insights and drives actionable business decisions.
1. Dashboard Structure & Visual ElementsTop Metrics Panel:Total Sales (213.08K▲17.9833.23K ▲64.98%), Orders (2,848 ▲25.60%), and Turnover (100% ▲64.98%) displayed as headline KPIs.
Issue: "Turnover" lacks context—clarify if it represents inventory turnover, profit margin, or another metric.
Trend Visualization:Daily Sales Line Chart (Dec 15–31, 2018) shows fluctuations but lacks annotations (e.g., holiday spikes).
Category Performance:Top 5 Sub-Categories bar chart with potential typos ("Tinders" → "Binders"?, "Thomas" → "Chairs"?).
Insight: Copiers generate the highest sales ($17.02K).
1. Dashboard Structure & Visual ElementsTop Metrics Panel:Total Sales (213.08K▲17.9833.23K ▲64.98%), Orders (2,848 ▲25.60%), and Turnover (100% ▲64.98%) displayed as headline KPIs.
Issue: "Turnover" lacks context—clarify if it represents inventory turnover, profit margin, or another metric.
Trend Visualization:Daily Sales Line Chart (Dec 15–31, 2018) shows fluctuations but lacks annotations (e.g., holiday spikes).
Category Performance:Top 5 Sub-Categories bar chart with potential typos ("Tinders" → "Binders"?, "Thomas" → "Chairs"?).
Insight: Copiers generate the highest sales ($17.02K).
Tech Stack used: Tableau, Excel
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