This repository presents a business analytics case study for TrueRide Bicycle, a local +40 year-old family-owned business in North America. Over the years, the company has grown significantly, offering a diverse range of bicycles, bike parts, and accessories, as well as sports apparel and biking-related equipment. The Project mainly focuses on analyzing sales performance, product profitability, customer behavior, and regional market performance to drive data-informed strategic decisions.
- Provide data-driven insights on sales trends, customer segmentation, and product profitability
- Identify high-value customer groups and assess their impact on total revenue
- Develop actionable strategies for product, region, and customer engagement
- Deliver interactive Tableau dashboards for executive and marketing use.
| Data Source | Processing & Analysis (Python) | Visualization & Output (Tableau) |
|---|---|---|
| ORDERS ---> | Clean & merge | |
| PRODUCTS ---> | Trend analysis | |
| CUSTOMERS ---> | RFM segmentation | Interactive dashboards for executives & marketing |
| PROMOTIONS ---> | Promo effectiveness insights | |
| Final modeling / feature extraction (Python) |
- Sales & Revenue Visualization: Tableau Analyse for financial performance, product trends, and seasonal sales insights
- Customer Behavior Segmentation: RFM analysis in Python to profile high-value and at-risk customer segments
- Profitability metric Analysis: Identification of key revenue drivers and recommendations for optimizing low-performing product lines
- Python: Customer segmentation (RFM), exploratory data analysis, trend analysis
- Tableau: Interactive dashboards for financial performance & product profitability visualization
- Data Sources: Orders, Products, Customers, Promotions (Q1 2020 – Q1 2024)
- 2023 sales reached $7.4M (peak in Q4: $2.5M+ revenue); 2022 was most profitable due to cost efficiency
- Canada & New Zealand are the strongest markets, while the US underperformed despite being the origin market
- Most Valuable & Big Spenders (~39% of customers) generated 93.6% of total sales
- Accessories & Components: accessories have high margins but low overall revenue; components incur costs without sales
- Expand top-selling bike models and improve product quality
- Leverage seasonal peaks (June & Q4) for promotions and campaigns
- Focus resources on high-performing markets (Canada, New Zealand) and redesign US strategy Strengthen loyalty programs targeting high-value segments.
- Reposition Components as part of after-sales services, customer caring, etc.
Report: Full TRB Bussiness Analytics Report (PDF based)Notebooks: Python script for EDA & RFM segmentationTableau: Tableau packaged dashboardsDescription and Files: Context, Requirements, and original Dataset files (csv)Image: dashboard image (png)
