Comprehensive Business Data Analysis

Project Title:
Comprehensive Analysis of a Brazilian E-commerce Platform

Tools Used:
PostgreSQL (SQL) | Power BI | Tableau | Microsoft PowerPoint

Problem Statement
Olist, a leading Brazilian e-commerce platform, was sitting on a wealth of transactional data but lacked clarity on how to leverage it for better decision-making. The business needed deeper insights into which products, customers, and regions were driving revenue, why some high-selling products were receiving negative reviews, and how operational issues like delayed deliveries were affecting performance. Additionally, the absence of customer retention data posed challenges for understanding long-term customer value.


Proposed Solution
To address these gaps, I conducted a full-cycle analysis that included:
- Segmenting customers based on their total spend to uncover value tiers
- Analyzing revenue trends by product category, region, and time period
- Identifying delivery gaps and their correlation with review sentiment
- Comparing top-selling categories to sentiment scores and repeat purchase patterns
- Designing dashboards and visual storytelling assets in Power BI, Tableau, and PowerPoint to deliver insights in an executive-ready format


Why This Analysis Matters
This project highlights how data, when properly structured and interpreted, can expose blind spots and guide smarter decisions. By surfacing insights on customer behavior, sales trends, and operational pain points, the analysis helps leadership prioritize high-performing segments, address fulfillment challenges, and plan more targeted growth strategies across Brazil’s diverse regions.

What I Did:
- Cleaned and transformed raw datasets using PostgreSQL (joins, CTEs, window functions).
- Analyzed trends in sales, customer behavior, product performance, sentiment, and order delivery.
- Identified pain points like zero customer retention, negative sentiment in top states, and delivery issues.
- Designed actionable dashboards using Power BI and Tableau.
- Presented insights and recommendations via a data storytelling deck in PowerPoint.

Key Insights:
- Sales peaked in late 2017 and remained high through 2018.
- Southeast Brazil dominated revenue, but regions like AM & AP had strong sentiment but low market penetration.
- Medium spenders drove most revenue despite not being the largest group.
- Critical delivery and review mismatches (e.g., 69 orders marked canceled but also marked delivered).
- Sellers with large sales volume had higher negative reviews—impacting trust.


Recommendations Included:
Build a retention pipeline (loyalty, personalized journeys).
Expand fulfillment in underrepresented but high-sentiment states.
Improve delivery tracking and seller feedback systems.
Leverage medium spenders and optimize underperforming products.