Sales KPI Analysis Dashboard – Requirement Document

1.1 Purpose

The Sales KPI Analysis Dashboard provides insights into key performance metrics such as gross sales, net sales, profit, cost of goods sold (COGS), discounts, and units sold. The goal is to enable sales teams and executives to analyze trends, assess profitability, and optimize business strategies.

1.2 Scope

This dashboard is designed for sales managers, financial analysts, and business executives to monitor sales performance across different time periods, segments, products, and countries. It facilitates data-driven decision-making to improve sales growth and profitability.

1.3 Audience

• Sales Managers
• Financial Analysts
• Business Executives
• Marketing Teams

2. Dashboard Features & Functionalities

2.1 Sales Performance Metrics

• Gross Sales
• Net Sales
• Total Discounts Applied
• Cost of Goods Sold (COGS)
• Total Profit
• Profit Margin
• Units Sold
• Sales Growth Trends

2.2 Sales Insights by Dimension

• Sales by Month
• COGS by Month
• Units Sold by Month
• Profit by Month
• Sales by Segment (Small Business, Government, Enterprise, Midmarket, Channel Partners)
• Sales by Product Category
• Sales by Country

2.3 Profitability & Cost Analysis

• Gross Sales vs. Net Sales Trends
• Profit by Segment, Product, and Country
• COGS by Segment and Product
• Discount Impact Analysis

2.4 Filtering & Segmentation

• Year Selection (2022, 2023, etc.)
• Month Selection
• Segment Selection
• Product Selection
• Country Selection

3. Data Sources & Integration

• Enterprise Resource Planning (ERP) System
• Customer Relationship Management (CRM) System
• Point of Sale (POS) System
• Sales & Financial Databases

4. User Requirements

4.1 Functional Requirements

• Ability to filter sales data by year, month, segment, product, and country
• Interactive data visualizations and trend analysis
• Exportable reports for business review meetings and strategic planning
• Automated data refresh for up-to-date sales insights

4.2 Non-Functional Requirements

• Performance: Ensure dashboard loads within 5 seconds
• Security: Implement access control based on sales roles
• Scalability: Handle increasing sales transaction volumes

5. Key Performance Indicators (KPIs)

• Gross Sales & Net Sales Growth
• Profitability Analysis by Product & Segment
• COGS Trends & Cost Reduction Insights
• Discounts Impact on Profit Margins
• Units Sold by Category & Country
• YoY Sales Growth Trends

6. Assumptions & Constraints

• Data should be sourced from verified sales and financial systems
• User access should be managed based on sales and finance roles
• Historical data availability might be limited for trend analysis

7. Project Completion Method

7.1 SQL Queries

• Extract sales and financial data from multiple databases.
• Perform data transformations for revenue and profitability tracking.
• Example SQL Query for Sales Performance: SELECT Year, Month, Segment, Product, Country, SUM(GrossSales) AS TotalGrossSales, SUM(NetSales) AS TotalNetSales, SUM(Profit) AS TotalProfit, SUM(COGS) AS TotalCOGS, SUM(UnitsSold) AS TotalUnitsSold FROM SalesData WHERE Year = 2023 GROUP BY Year, Month, Segment, Product, Country;
• Queries to analyze cost structures, profit margins, and discount impact.

7.2 Power Query

• Connect Power BI to SQL databases and CRM systems.
• Perform ETL (Extract, Transform, Load) operations:
  • Data cleansing (handling missing values, removing duplicates)
  • Merging sales, financial, and customer data from different sources
  • Creating calculated columns for profit margins and growth rates
• Example Power Query transformation: let Source = Sql.Database("ServerName", "DatabaseName"), SalesTable = Source{[Schema="dbo", Item="SalesData"]}[Data], FilteredRows = Table.SelectRows(SalesTable, each [Year] = 2023) in FilteredRows

7.3 DAX (Data Analysis Expressions)

• Create calculated measures for sales growth and profitability analysis.
• Example DAX formula for Profit Margin: Profit Margin = DIVIDE( SUM(SalesData[Profit]), SUM(SalesData[NetSales]) )
• DAX measures for tracking high-performing segments, cost reduction, and revenue trends.

8. Conclusion

The Sales KPI Analysis Dashboard provides comprehensive insights into sales performance, profitability, and cost efficiency. It enables businesses to make data-driven decisions to maximize revenue growth and optimize product strategies. The dashboard will evolve based on business needs and user feedback.

sample data files for the Sales KPI Analysis Dashboard, including:

1. Sales Data (CSV) – Gross sales, net sales, discounts, profit, and units sold.
2. Segment Sales Data (CSV) – Sales and profit distribution across business segments.
3. Product Sales Data (CSV) – Sales and profitability by product category.
4. Country Sales Data (CSV) – Sales performance by country.

Developed by Muhammad Zahid