This project was completed as part of the Tata Insights and Quants (Tata iQ) Virtual Experience Programme, which simulates real-world data storytelling scenarios faced by professionals in analytics and business intelligence. The experience focused on solving executive-level business problems using data visualization and culminated in a final presentation to company leadership.
I applied Tableau to explore, analyze, and visualize sales and customer data for an online retail store, generating strategic insights for both the CEO and CMO.
The retail business wanted to evaluate key performance drivers and identify high-potential areas for strategic expansion. As the data analyst, I was tasked with:
- Cleaning and analyzing raw transaction data
- Framing relevant questions from both operational and marketing perspectives
- Designing targeted, intuitive visualizations in Tableau
- Presenting business-critical insights in a structured executive summary
This experience not only sharpened my technical and analytical thinking but also strengthened my ability to present findings in a compelling and decision-oriented format.
I developed eight stakeholder-specific questions,four for the CEO and four for the CMO based on the business’s expansion and revenue goals. These questions covered:
- Seasonal revenue fluctuations
- Top-performing countries and customer segments
- High-value customers
- Geographic demand trends
The framing ensured that all subsequent analysis aligned directly with leadership priorities.
Mapped each business question to a carefully selected Tableau visual type:
- Line Chart – Seasonal revenue trends for forecasting
- Stacked Bar Chart – Country-wise product revenue breakdown
- Box Plot – Revenue distribution by country
- Column Chart – Top customers by revenue contribution
- Map Chart – Geographic distribution of product demand
Each visual was selected based on its ability to simplify complex patterns and support executive decision-making.
Using Tableau, I transformed raw transactional data into clean, purpose-built dashboards. Key steps included:
- Removing negative quantities and zero-price entries
- Filtering for complete customer records
- Deriving key metrics like total revenue and quantity sold
- Structuring dashboards to reflect business questions directly
Visuals were designed with clarity, insight delivery, and stakeholder priorities in mind.
To conclude, I delivered a five-minute executive briefing simulating a presentation to the CEO and CMO. The script emphasized:
- Monthly Revenue Trends – A Q4 spike indicating seasonal sales opportunities
- Top Countries by Revenue and Units Sold – Netherlands and Germany as high-potential markets
- Top Customers – A small group contributing disproportionately to total revenue, indicating loyalty program potential
- Demand by Country – Australia and Japan showing high product demand, useful for geographic expansion planning
📄 A video presentation and script were created to summarize the analysis and recommendations clearly and persuasively.
Successfully completed and certified by Tata Insights and Quants, demonstrating proficiency in business-oriented data storytelling and Tableau-based analytics.
- Revenue patterns exhibit strong seasonality, with Q4 being a major opportunity
- Countries like Netherlands and Germany present high-value expansion targets
- A core segment of top customers drives a large share of total revenue
- Geographic demand insights can guide international strategy and resource allocation
This virtual experience provided a valuable opportunity to apply end-to-end data storytelling skills in a realistic business setting. From framing stakeholder questions to designing insightful visualizations in Tableau, each task was aligned with real-world decision-making needs.
Through this project, I deepened my understanding of how to clean and prepare data, select visuals that communicate effectively, and deliver insights that support strategic goals. The experience also strengthened my ability to think from a leadership perspective and translate data into meaningful business recommendations.
Overall, this project reflects my capability to blend analytical thinking with business context, and I am excited to bring these skills into future roles focused on business intelligence and data-driven strategy.