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    Project: Data Analysis by Using Tableau: Ton Duc Thang University Faculty of Business Administration

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    The document analyzes customer data from a company using Tableau. It includes 3 sections: 1) Data information and new variables. 2) Data description analyzing customer segments, channels, categories, and regions. 3) Sales analysis showing category sales and profits over 4 years and forecast for the next 5 quarters. The dashboard shows key insights such as phones having the highest sales, most agent orders in the South, and consumer preference for e-device categories and car delivery.

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    Project: Data Analysis by Using Tableau: Ton Duc Thang University Faculty of Business Administration

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    6 views16 pages
    The document analyzes customer data from a company using Tableau. It includes 3 sections: 1) Data information and new variables. 2) Data description analyzing customer segments, channels, categories, and regions. 3) Sales analysis showing category sales and profits over 4 years and forecast for the next 5 quarters. The dashboard shows key insights such as phones having the highest sales, most agent orders in the South, and consumer preference for e-device categories and car delivery.

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    The document analyzes customer data from a company using Tableau. It includes 3 sections: 1) Data information and new variables. 2) Data description analyzing customer segments, channels, categories, and regions. 3) Sales analysis showing category sales and profits over 4 years and forecast for the next 5 quarters. The dashboard shows key insights such as phones having the highest sales, most agent orders in the South, and consumer preference for e-device categories and car delivery.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    6 views16 pages

    Project: Data Analysis by Using Tableau: Ton Duc Thang University Faculty of Business Administration

    Uploaded by

    Băng Băng
    The document analyzes customer data from a company using Tableau. It includes 3 sections: 1) Data information and new variables. 2) Data description analyzing customer segments, channels, categories, and regions. 3) Sales analysis showing category sales and profits over 4 years and forecast for the next 5 quarters. The dashboard shows key insights such as phones having the highest sales, most agent orders in the South, and consumer preference for e-device categories and car delivery.

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    You are on page 1of 16

    Ton Duc Thang University

    Faculty of Business Administration

    Course: Customer relationship management - 704102


    Lecturer: Ngo Tan Vu Khanh

    PROJECT: DATA ANALYSIS


    BY USING TABLEAU

    Group members

    Le Thi Van Truc 719V0145

    Ho Minh Thư 719V0133

    Nguyen Pham Bang Bang 719V0147

    Class 19K70401

    8th November, 2022, Ho Chi Minh city


    1. Data Information 2
    2. New variables 3
    3. Data Description 3
    3.1. Channels 4
    3.1.1. Channel sources access 4
    3.1.2. Channel percentages in four regions 5
    3.1.3. Channels that commonly used by different segments 6
    3.2. Categories 7
    3.2.1. Customer’s common categories and sub-categories 7
    3.2.2. Payment methods that frequently used by customers 8
    3.2.3. Delivery methods that frequently chosen by users 9
    3.3. Sales 9
    3.3.1. Sale and Profit categories in four years 9
    3.3.2. Sale and Profit forecast for the next five quarters 11
    4. Dashboard 13
    1. Data Information

    Row ID Quantitative Variable

    Order ID Quantitative Variable

    Order Date Quantitative Variable

    Ship Date Quantitative Variable

    Ship Mode Quantitative Variable

    Customer ID Quantitative Variable

    Customer Name Quantitative Variable

    Segment Quantitative Variable

    Channel Code Quantitative Variable

    Product ID Quantitative Variable

    Status Order Quantitative Variable

    Category Quantitative Variable

    Sub-Category Quantitative Variable

    Product Name Quantitative Variable

    Sales Qualitative Variable

    Quantity Qualitative Variable

    Unit Price Qualitative Variable

    Discount Qualitative Variable

    Profit Qualitative Variable

    Shipping Cost Qualitative Variable


    2. New variables

    Payment methods Quantitative Variable E-mail


    Facebook
    Google
    Website
    Tiktok
    Tivi
    WoM

    Payment sources Quantitative Variable Banking


    Cask
    Credit Card

    3. Data Description
    We have a customer data information with information that included:
    ● Customer segment: Consumer, Corporate, Home Office
    ● Channel code: Agent, Online, Store, Tivi
    ● Region: North, South, West, East
    ● Product category: Electronic devices, Refrigerator, Furniture
    ● Product sub-category:

    3.1. Channels

    3.1.1. Channel sources access


    Customers can get product information from a total of seven different sources.
    There are four sources of information available through agents: email, Google, websites,
    and word-of-mouth. In which word-of-mouth accounted for the highest rate (2,267),
    demonstrating that purchasing behavior has a direct impact on trust through the opinions
    of others. Buying online and in-store is also popular when Facebook is a place where
    customers are aware of products and find it easy to look up information, with the highest
    rates of 1,101 and 2,155, respectively. In general, the buying trend of most customers
    focuses on practical information about the product through the channels that they believe
    are most convenient, so stone TV does not provide the necessary information and thus
    accounts for a low rate (25).
    3.1.2. Channel percentages in four regions

    The purchasing channel is spread across the country's four regions, with the
    greatest concentration in the north, south, and central regions.

    Region Province Percent of total channels

    North Ha Giang 42.40%


    Middle Ha Tinh 40.70%
    South Ho Chi Minh 62.94%
    3.1.3. Channels that commonly used by different segments

    Buying through agents and stores is more common in the four regions. More
    specifically, the Central region has a higher purchase rate for all three customer segments,
    while buying online has a lower rate. Furthermore, the southwestern region clearly
    dominates in terms of store purchases, with the highest rate of 153,932 among the four
    regions. Buying through agents is more popular in the southeastern and northern regions,
    with rates of 92,959 and 125,953 respectively.
    3.2. Categories

    3.2.1. Customer’s common categories and sub-categories

    - Refrigeration products: washing machines and air conditioners are popular


    consumer choices, accounting for a large proportion of this item; refrigerators
    account for a smaller proportion.
    - Electronic products: Phones have the highest sales volume of 169,933 units,
    followed by machines and accessories.
    - Furniture products: Chairs are the most commonly used for home decoration
    among the three customer segments.
    3.2.2. Payment methods that frequently used by customers

    The information presented above demonstrates how customers choose to pay for
    their orders. In the agent channel, consumers paying by credit card account for the
    highest proportion (485,508), followed by corporate (310,077), and finally home office
    (205,878). Customers do not choose banking or cash in the agent channel, so these two
    methods account for a very small percentage of this purchase channel. Furthermore,
    banking is very popular in the online shopping channel, with 179,415 customers choosing
    to pay by wire transfer. In terms of in-store payment channels, customers prefer cash,
    with banking and credit cards accounting for a very small percentage.
    3.2.3. Delivery methods that frequently chosen by users

    In general, delivery by motorcycle is the most popular delivery channel,


    accounting for nearly all of the three customer segments. It is worth noting that consumer
    superiority in three product categories: refrigeration, electronic goods, and furniture
    accounted for 228,418; 247,103; and 234,616 respectively.

    3.3. Sales

    3.3.1. Sale and Profit categories in four years


    The total sale and profit in four year have fluctuated

    Report on the business performance of four major product groups from 2011 to
    2014.
    According to the report, the four product groups generally increased during the
    aforementioned period. The products that are heavily consumed by the user group are
    primarily electronic equipment with high sales and profit percentages, which attract the
    buyer group's attention. This also suggests that, in addition to focusing on potential
    customers in product categories such as furniture and refrigeration, the company should
    prioritize taking care of customers who have used the electronic products, and will need
    to do so in the future.

    Quarter of Year Category % of Total Sales

    2011 Q4 Furniture 2.80842%


    2012 Q4 E-devices 3.056%
    2013 Q4 Furniture 3.523%
    2014 Q5 E-devices 4.567%

    Quarter of Year Category % of Total Profits

    2011 Q4 E-devices 4.248%


    2012 Q4 E-devices 4.878%
    2013 Q4 Refrigerator 7.257%
    E-devices
    2014 Q5 6.650%

    3.3.2. Sale and Profit forecast for the next five quarters
    Forecast of four major product groups' business situation from 2011 to 2014.
    According to the forecast, all three product groups are expected to grow during the above
    time period. Despite the fact that it is expected to fall in the first quarter of 2015,
    However, the product groups will gradually stabilize and then rise sharply once more.
    However, all three commodity groups are expected to be highly resilient following a
    negative period in early 2015.
    4. Dashboard
    The most popular

    Customers are gradually spending more money on electronic products as the


    digital age develops, and they have gradually switched to digital payment methods. The
    number of orders at agents in the South is quite high; the majority of the three groups of
    customers choose car delivery, with the percentages not being too different.

    E-devices Phones 169.933 By consumer

    Agent Credit card 485,508 By consumer

    The South Ho Chi Minh city 966 By consumer


    Consumer E-devices 247.103 By consumer

    Sales transfers (in currency) recorded over a four-year period were for products in
    the categories of Electronics, Accessories - 87,105, Copiers - 69,819, Machines - 79,543,
    Phones - 169,933, with strength highest purchase in the Consumer group for Phones.
    Besides, users have also gradually switched to faster and more convenient
    payment methods, but still using traditional purchasing and payment methods. All three
    groups of customers buy mainly the company's products through the Agency. All 3
    groups of customers give more priority to card payment, advance payment, and later
    delivery, that number focuses more on the distributor group, Agent. In addition, buying
    things directly at the store is equally consumed, there, most people will pay more in cash
    than use a card. Distribution channels mainly focus on the northern, central and
    southwestern provinces. In that case, the south accounted for a large proportion of
    purchasing power through Agent and Store.
    Over the last four years, sales and profits have increased. Although there were
    fluctuations in selling prices and negative profits in the early years of the year, the
    products gradually brought in stable revenue after a period of operation.The difference in
    percentage of sales is not significant; however, the difference in profit share between the
    furniture products and the other two products is more pronounced.

    —---THE END—---

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