✨ Project 3 — E-commerce Data Analysis with Power BI (The Look Dataset)

🧭 Context and Objectives

This project involved analyzing a comprehensive dataset simulating operations of an online fashion retail site ("The Look") to extract key insights on sales, customer behavior, product performance, and marketing effectiveness.

Objective: identify strategic levers using Power BI from multichannel data.

🧾 Data Used

Multi-table database:

Orders, products, users, inventory, web events, marketing, etc.

Source: BigQuery → connected to Power BI Desktop
Volume: tens of thousands of rows
Visualization and modeling in Power BI

🛠 Technical Skills Used

BigQuery connection from Power BI
Data cleaning via Power Query Editor
Relational modeling in Power BI (model view)
KPI calculations: revenue, return rate, AOV, conversion rate, marketing ROI…
Customer and product segmentation
Interactive visualizations (maps, graphs, pivot tables)

🧮 Analytical Approach

Understanding the business context: study of "The Look" e-commerce model
Selecting key analysis axes: sales, customer behavior, product performance
Data exploration:

Sales analysis by category, period, and channel
Customer segmentation by spending, location, behavior
Product return rate and turnover
Creating interactive dashboards
Presenting recommendations to improve overall performance

📊 Key Insights

Top 3 categories generate over 65% of annual revenue
Product returns are concentrated on certain brands → quality or sizing issues
Loyal customers (3+ orders) have an average basket 40% higher
Email campaigns yield twice the ROI of social media ads

💡 Recommendations

Optimize stock for high-turnover categories and reduce high-return products
Strengthen targeted marketing for loyal customers
Cut back on low-ROI channels (e.g., social media) in favor of email marketing
Improve product descriptions for most returned items

🎓 What I Learned

Using Power BI in real-world scenarios with complex datasets
Efficiently cleaning and modeling multi-source data
Defining clear, business-oriented analytical objectives
Presenting actionable and relevant recommendations quickly