This project represents an End-to-End BI Solution developed to provide a deep-dive analysis of sales performance and customer behavior. It was implemented as a capstone project during a professional BI training program, where I independently built the data model, calculated advanced measures, and designed the interactive visualizations to empower stakeholders with descriptive, diagnostic, and predictive analytics.

Based on the data modeling and DAX calculations:

• Total Sales After Discount: $2.31M.
• Total Cost: $2.06M.
• Net Profit After Discount: $280.68K.
• Gross Margin: 12.17%.
• Total Customers: 792.
• Total Quantity Sold: 30K units.

Provides a high-level overview of business health.

• Yearly Sales Growth: Tracks running totals and sales trends from 2022 to 2025.
• Geographical Insights: Performance breakdown across top countries (France, Germany) and cities.

Focuses on diagnostic analytics to identify performance gaps.

• Root Cause Discovery: Detailed analysis of low-performing regions like Denmark (Copenhagen & Odense).
• Product Performance: Highlights top-selling items such as Apple and Nokia Smart Phones.

An advanced analytical study categorizing customers into 11 segments based on their behavior.

• Segments Identified: Includes Champions, Loyal Customers, At Risk, and Hibernating segments.
• Retention Trends: Tracks new vs. repetitive customer behavior over a 4-year period.

Leverages predictive analytics for future business planning.

• 2026 Projections: Forecasts Total Sales and Net Profit for the next year based on historical trends.
• What-If Scenario: Features a growth rate toggle for dynamic simulation.

• Data Modeling: Established a robust Snowflake Schema linking Fact - Sales with multiple dimension tables.
• DAX Implementation: Developed complex measures for RFM Scoring, YoY growth, and Running Totals.
• Storytelling: Utilized advanced visuals like Decomposition Trees and Area Charts for clear communication.

Developed by Hossam Kamal | Business Intelligence & Data Analyst