01 / The brief

The question

Build an executive dashboard that answers what is driving revenue performance over time and where the business should focus next to sustain growth.

This project analyzes football-inspired ecommerce revenue performance using Power BI. It gives executives a clear view of net revenue, gross profit, gross margin, sessions, conversion rate, product category performance, channel efficiency, revenue growth drivers, football moment impact, seasonality, and growth opportunities. The dashboard includes three executive report pages. The first page focuses on revenue performance overview with KPI cards, product category ranking, revenue growth drivers, channel performance, and monthly revenue trend. The second page focuses on revenue timing and football moment drivers, including moment revenue, peak month, monthly seasonality, football moment heatmap, moment revenue mix, and yearly revenue rollup. The third page focuses on growth recommendations, including best growth category, best region, best growth channel, best segment, growth runway, product growth matrix, region opportunity, channel efficiency, product and channel heatmap, and strategic one-line recommendations.

Results & observations

  • The final dashboard gives a clear executive view of revenue performance, product growth, channel efficiency, football moment impact, and regional opportunity.
  • It helps decision-makers identify the strongest revenue drivers, best product-channel combinations, high-potential regions, and clear actions for future growth.

Challenges

  • Combining revenue, profit, traffic, conversion, regions, channels, products, segments, and football moments into one model
  • Explaining growth drivers clearly for an executive audience
  • Showing both performance and recommended actions without overcrowding the dashboard
  • Designing a clean dark executive theme with strong KPI readability
  • Connecting football moments to revenue timing and business growth

Approach

  1. I prepared the football ecommerce revenue dataset for executive analysis.
  2. I created Power BI measures for revenue, profit, margin, sessions, conversion rate, year-over-year growth, revenue drivers, moment revenue, and growth runway.
  3. I designed three executive pages focused on performance overview, timing drivers, and growth recommendations.
  4. I added filters for year, country, moment type, macro region, and category so users can explore performance dynamically.
Implementation details

Data Preparation

Prepared and cleaned revenue, product, channel, region, segment, date, and football moment data for analysis.

Data Modeling

Created the Power BI data model needed to connect revenue performance, customer behavior, football timing, and growth dimensions.

DAX Development

Built executive measures for net revenue, gross profit, margin, sessions, conversion rate, year-over-year growth, moment revenue, volatility, and growth runway.

Revenue Overview

Designed the first page with KPI cards, product category ranking, revenue growth drivers, channel performance, and revenue trend.

Football Moment Analysis

Designed the second page to explain monthly timing, football moment impact, seasonality heatmap, moment revenue mix, and yearly revenue totals.

Growth Recommendations

Designed the third page with growth focus KPIs, product growth matrix, region opportunity, channel efficiency, heatmap, and simple strategy recommendations.

Explore the report

Select a screenshot for a larger view.