📦 Northwind Sales Analysis Project

End-to-End Portfolio Project | SQLite + Power BI

This project delivers a comprehensive analysis of the Northwind dataset, simulating a trading company. It highlights customer behavior, order patterns, product sales, employee performance, and supplier dynamics using structured SQL queries and Power BI dashboards.

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🌟 Project Objective

To uncover actionable insights that improve customer segmentation, product strategy, supplier relationships, and employee performance in a B2B trading environment.

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🧰 Tools & Skills

• 📃 Dataset: Northwind Traders — SQLite relational database
• 🧠 Analysis: Advanced SQL (joins, CTEs, aggregations, views)
• 📊 Visualization: Power BI dashboards with dynamic KPIs, filters, drilldowns
• 🛠 Tools Used: SQLite, Power BI
• 🔍 Skills Applied: SQL, RFM segmentation, data modeling, DAX, dashboard design

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📁 Project Structure

Northwind-Sales-Project/
│
├── Northwind_Sales_Script.sql              # Full SQL analysis script
├── Northwind_Sales_Dashboard.pdf           # Final Power BI dashboard
├── PowerBI_Screenshots/                    # Dashboard visuals by page
│   ├── 1. Sales Trends & Order Behavior.jpg
│   ├── 2. Customer Analysis & Segmentation.jpg
│   ├── 3. Product Analysis.jpg
│   └── 4. Supplier & Employee Insights.jpg
└── README.md                               # Project overview and documentation

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🧠 Key Insights

👥 Customer Segmentation

• RFM Segmentation revealed:

  • Champions: 6.45%
  • Potential Loyalists: 74.19%
  • At Risk: 19.35%

• 60 customers classified as “Very Recent”

• Most customers have medium frequency and order value

• High-value customers tend to place large bulk orders

📦 Product Performance

• 🏆 Top Revenue Products:

  • Côte de Blaye: $53.2M
  • Thüringer Rostbratwurst, Mishi Kobe Niku

• 92% of revenue comes from high-priced items

• Least sold products include: Röd Kaviar, Chef Anton's Cajun Seasoning

• Bundling frequently co-purchased items can boost cross-sell potential

📅 Order Patterns

• 📆 Top Months: August ($41.5M), July, March

• 🕛 Most Active Hour: Midnight

• 🗓️ Busiest Day: Monday | Slowest: Thursday

• 📦 Order Size:

  • Bulk orders account for 74% of revenue

👩‍💼 Employee Performance

• Margaret Peacock processed the most orders and generated the most revenue ($51.5M)
• Michael Suyama had the highest AOV ($742)
• UK-based employees drove 44% of total revenue despite being fewer than US-based ones

🚚 Supplier Insights

• Top supplier countries by revenue:

  • 🇫🇷 France ($77.6M)
  • 🇩🇪 Germany ($68M)
  • 🇦🇺 Australia ($54.5M)

• 10 most expensive products alone generated > $176M

• Supplier performance varied across regions

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📊 Power BI Dashboard

The report contains 4 interactive pages:

1. Sales Trends & Order Behavior
2. Customer Analysis & Segmentation
3. Product Analysis
4. Supplier & Employee Insights

📸 Preview screenshots available in the PowerBI_Screenshots folder. 📄 Dashboard PDF

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💡 Business Recommendations

• 🧲 Focus marketing on Champions and Potential Loyalists
• 📦 Promote top-performing products and bundle frequent pairs
• 📅 Align promotions with peak months like August and July
• 👥 Recognize top employees and balance team workloads
• 🌍 Optimize suppliers by performance and reconsider underperforming regions

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📋 How to Use

1. Load the Northwind SQLite database into any SQL editor.
2. Execute Northwind_Sales_Script.sql to generate views and insights.
3. Connect your Power BI report to the database or use the provided PDF.
4. Explore the dashboard for performance breakdowns and segment trends.

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📬 Author: Hams Saeed Alhakim 🔗 GitHub: github.com/techwithhams 🗓 Date: 2025