DATA VISUALIZATION

TECHNIQUES USING
TABLEAU
(ASSIGNMENT)

– Raksha Taleda
(MB237237)
BBA-Business Analytics
 INTRODUCTION
The Superstore dataset is a widely-used sample dataset in the field of
data analytics and visualization, offering detailed information about sales
transactions, customer demographics, product categories, and regional
performance within a fictional retail chain called "Superstore.
“This dataset provides a rich source of information for analyzing various
aspects of business performance, from sales trends and profitability to
customer behavior”.

In this report, we focus on three key areas of

analysis:
1. Sales Analysis by Region: This section examines how sales are
distributed across different geographical regions, aiming to identify
trends and variations in sales performance.

2. Profitability by Category and Sub-Category: This section delves into

the profitability of different product categories and their sub-
categories, highlighting areas of high and low profitability.

3. Top 10 Customers by Sales: This section identifies the top 10

customers in terms of sales, providing insights into key customer
relationships and their impact on overall sales.

The primary purpose of these visualizations is to uncover actionable

insights that can guide business decisions, optimize strategies, and
enhance overall performance within the Superstore. Through this
analysis, we aim to discover patterns, anomalies, and opportunities that
can drive better business outcomes.
Visualization1: Sales Analysis by Region (Treemaps)
Description:
(What the Visualization Represents):
- The treemap visualization presents the total sales for each region (East,
West, Central, and South) using proportional rectangles. Each region is
represented by a distinct rectangle, with the size of the rectangle
corresponding to the total sales volume in that region.

Axes:
- Treemaps do not use traditional X and y axes. Instead, the size of each
rectangle represents the data value (total sales), and the colors help
differentiate between regions or categories.

Colors:
- Different colors are used to distinguish between regions. Within a region,
varying shades or colors can be used to represent different product
categories or subcategories, making it easy to compare sales
contributions within the same region.
Overall Sales Trends:
- The treemap highlights that the West region has the largest rectangle,
indicating it has the highest sales compared to other regions. The East
and Central regions follow, with the South region having the smallest
rectangle, indicating the lowest sales.
- The visual breakdown within each region may reveal that certain product
categories dominate sales in specific regions, showing regional
preferences or successful category strategies.

Significant Data Points:

 The size difference between the West and South regions is
particularly noticeable, emphasizing the need for strategic attention
in the South.
 Within the West region, certain product categories might occupy
larger portions of the rectangle, indicating their significant
contribution to overall sales.

Insights:

Business Implications:
 The visualization suggests that the West region is a key market,
potentially offering the highest return on investment for marketing
and sales efforts.
 The underperformance of the South region could point to the need
for strategic initiatives such as targeted marketing, better
distribution, or product adjustments to tap into this market.
 Understanding which categories perform well in each region can
inform inventory management and promotional strategies,
ensuring that the right products are available where they are most
 likely to sell.

Visualization 2: Profitability by Category and Sub-

Category (Text Tables)

Description:

What the Visualization Represents:

- The text table visualization presents profitability data organized by
category and sub-category. Each row represents a category and its
sub-categories, while the columns display corresponding profit
 figures.
- The text table format allows for easy comparison of profitability
across categories and sub-categories, making it clear where the
business is most and least profitable.

Axes:
- Rows: Represent different product categories and their sub-
categories.
- Columns: Represent profit figures, either as absolute numbers or as
percentage margins.

Other Relevant Details:

 Details on Demand: Each cell in the table may be interactive,
allowing users to click for more detailed information or to filter the
data by time period or region.
 Summary Rows/Columns: A summary row or column at the end of
the table might aggregate total profitability by category or overall,
giving a quick snapshot of financial performance.

Analysis:

Profitability Trends:
 The text table might reveal that certain categories like Technology
are consistently profitable across all sub-categories, while others like
Furniture might show mixed results with some sub-categories
underperforming.
 The comparison across sub-categories could highlight disparities,
such as one sub-category significantly outperforming others within
the same category, suggesting differences in demand or cost
structure.
Significant Data Points:
 High profit figures in specific categories or sub-categories indicate
successful products that should be prioritized.
 Low or negative profitability in certain areas signals a need for
strategic review, such as cost reduction, price adjustment, or even
phasing out unprofitable products.

Patterns and Anomalies:

 If a typically low-margin category shows unusually high profitability
in certain sub-categories, it may indicate a successful niche strategy
that could be expanded.
 Consistently low profitability across multiple sub-categories in a
single category might suggest systemic issues, such as high costs or
low market demand, that require further investigation.

Insights:

Business Implications:
 Categories with high profitability should be a focus for scaling,
ensuring that resources are allocated to maximize returns.
 Sub-categories with low or negative profitability might need strategic
intervention, whether through cost optimization, pricing strategies,
or reconsideration of the product offering.
 Understanding profitability at this granular level allows for more
informed decision-making, ensuring that business efforts are aligned
with financial performance goals.

Visualization 3: Top 10 Customers by Sales

(Horizontal Bars)
Description:

What the Visualization Represents:

 The horizontal bar chart visualization displays the top 10 customers
based on their total sales contribution to the business. Each bar
represents a customer, with the length of the bar indicating the total
sales amount.
 This type of visualization allows for easy comparison of sales
contributions from different customers, highlighting which
customers are most valuable to the business.

Axes:
 Y-axis:Lists the top 10 customers, usually by name or customer ID,
ordered from highest to lowest sales.
 X-axis: Represents the total sales amount.
Analysis:
Sales Contribution:
 The chart reveals which customers are driving the most sales, often
showing a significant disparity between the top customer and others,
indicating a reliance on a few key accounts.
 It may also highlight repeat customers who make frequent
purchases, contributing to their high sales figures.

Significant Data Points:

 A notable observation could be that the top few customers
contribute disproportionately to total sales, emphasizing their
importance to the business.
 If there’s a steep drop-off in sales between the top few and the
remaining customers, it might suggest a need to diversify the
customer base or nurture relationships with lower-tier customers.

Patterns and Anomalies:

 Consistent high sales from specific customers might indicate strong
loyalty or satisfaction, suggesting that the business should focus on
retention strategies for these customers.
 Anomalies such as a sudden spike in sales from a typically low-
spending customer could indicate a one-time large order or a shift in
purchasing behavior worth investigating.

Insights:

Business Implications:
 Understanding who the top customers are allows the business to
focus on retention strategies, such as personalized marketing,
loyalty programs, or exclusive offers, to maintain and grow these
 relationships.
 The reliance on a few top customers suggests that the business
could benefit from expanding its customer base to mitigate risk.
 Insights from top customers' buying behavior can help identify
opportunities to target similar customer profiles, potentially
expanding the high-value customer base.
Conclusion
The analysis of the Superstore dataset using three distinct
visualizations :-Sales Analysis by Region (Treemaps),
Profitability by Category and Sub-Category (Text Tables), and
Top 10 Customers by Sales (Horizontal Bars) has provided
valuable insights into the business's performance and potential
areas for strategic improvement.

Key Findings:

1. Sales Distribution Across Regions:

- The treemap visualization highlighted that the West region
significantly outperforms other regions in terms of sales, with
the East and Central regions following, and the South region
lagging behind. This indicates a strong market presence in the
West and potential growth opportunities in the South.

2. Profitability by Product Category:

- The text table analysis revealed that profitability varies
considerably across categories and sub-categories. While
categories like Technology consistently show high profitability,
others, such as Furniture, exhibit mixed results, with certain
sub-categories underperforming. This suggests that while some
product lines are strong revenue drivers, others may require
strategic adjustments.

3. Customer Sales Contribution:

- The horizontal bar chart showcasing the top 10 customers by
sales illustrated that a few key customers contribute
disproportionately to total sales. This concentration indicates a
reliance on high-value accounts, which could be both a strength
and a potential risk if not managed carefully.

Overall Trends and Insights:

Regional Sales Variations:

o The disparity in sales performance across regions
suggests that the business's market penetration and
customer engagement strategies vary significantly
by geography. The West region's dominance may
indicate successful regional strategies that could be
replicated in underperforming areas like the South.
  Category-Specific Profitability:
o The variability in profitability across product
categories underscores the need for a nuanced
approach to product management. High-performing
categories should be prioritized for growth, while
underperforming categories require strategic
intervention, such as cost management or product
realignment.

 Customer Dependency:
o The concentration of sales among a few top
customers highlights the importance of maintaining
strong relationships with these accounts. However, it
also points to the need for diversification to reduce
business risk and ensure sustainable growth.

Further Analysis:

 Regional Deep Dive:

o A more granular analysis of the South region's
market dynamics could help identify barriers to sales
and uncover specific opportunities for growth.
Understanding regional customer preferences and
competitive landscapes could inform more effective
strategies.

 Sub-Category Performance:
o Further investigation into underperforming sub-
categories, particularly within mixed-result
categories like Furniture, could reveal underlying
issues such as supply chain inefficiencies, pricing
challenges, or low market demand. This analysis
would enable targeted improvements.

 Customer Segmentation:
o Analyzing the top customers' purchasing behavior
and segmenting them based on factors like purchase
frequency, product preferences, and regional
distribution could provide deeper insights. This would
allow for more tailored marketing and sales
approaches.

Recommendations for Stakeholders:

  Strengthen High-Performing Regions:
Continue to invest in and expand operations in the West
region, leveraging successful strategies to maintain and
grow market share.

 Targeted Growth in Underperforming Regions:

Implement focused marketing campaigns and sales
initiatives in the South region to boost sales and tap into
potential markets. Consider local partnerships and tailored
product offerings to better meet regional needs.

 Optimize Product Portfolio:

Reassess product lines with low profitability, exploring
options such as cost reduction, rebranding, or phasing out
less profitable items. Focus on scaling high-margin
categories to drive overall profitability.

 Diversify Customer Base:

Reduce dependency on top customers by nurturing
relationships with mid-tier customers and expanding the
customer base. Implement loyalty programs and targeted
marketing to encourage repeat purchases and increase
customer lifetime value.

By acting on these insights, stakeholders can enhance business

performance, mitigate risks, and position the Superstore for
sustained growth and profitability.

Data visualizations techniques using tableau