This project focuses on analyzing the brand performance of TikTok influencer Lee Chatmen, renowned for his humorous videos featuring popular songs played on miniature guitars. In 2023, he launched his own merchandise line, and this dashboard provides insights into how his brand is performing.
The dashboard answers the following key questions:
- What are the overall sales trends?
- Which product category performs the best?
- What are the most and least popular products?
- How does location affect sales performance?
- What impact does international shipping have on sales?
- What is the demographic profile of buyers?
- How do ratings and reviews correlate with sales?
- What are the trends in shipping charges?
- How do discounts influence purchasing behavior?
- Are there any patterns in repeat purchases?
- Sales remain consistent throughout the year, with May being the peak month, generating a total of $856k in sales.
- The clothing category was the most popular, accounting for over 70% of total revenue, while the other category accounted for only 7.4% of sales.
- Sydney generated the highest revenue at $48k, while Montreal had the lowest at $26k.
- Males accounted for the majority of buyers, generating over $320k, compared to $274k from females.
- Domestic customers made up 55.8% of sales, while international customers accounted for 45%. This difference is largely due to shipping fees; domestic customers pay no shipping fees, whereas international customers do, which tends to decrease sales as shipping costs rise.
- Products with lower ratings correlated with reduced sales, highlighting the impact of customer sentiment.
- The 18-22 age group is associated with higher purchasing activity.
- The product BF1548 was the top seller, generating over $190k in sales.
I used Microsoft Power BI to create this project, and you can view the live dashboard here.
As always, happy analyzing!