ADVENTURE WORKS Performance Dashboard
Tracking the cycling accessories business performance with comprehensive data analytics designed specifically for e-commerce managers and product owners**.
** This is a self made project based on data from the Maven Analytics course.
Road Tire Tube Performance Metrics
The road tire tube product line is performing at 91% of target with strong profit margins despite slightly lagging revenue goals.
213
Monthly Orders
91% of 234 order target achieved this month, demonstrating steady demand despite seasonal fluctuations.
$1,668
Monthly Revenue
92% of $1,804 revenue target, with each order averaging $7.83 in revenue.
$1,044
Monthly Profit
92% of $1,129 profit target with a remarkable 62.6% profit margin on road tire tubes.
Revenue per Customer Analysis
The data indicates that road tire tubes have a consistent revenue stream with repeat purchase patterns. The average customer spends $7.83 per order, with loyal customers placing orders approximately every 4-6 months.
Key opportunity areas include cross-selling with tire levers and patch kits to increase average order value.
Customer Demographics Analysis
1.4K
Orders
Total orders across all income segments, with consistent performance across demographics.
17.4K
Revenue Per Customer
Average lifetime value showing strong customer retention and repeat purchase behavior.
Income Level Distribution
47%
Low Income
11.6K customers, typically purchasing budget accessories and essential components.
42%
High Income
10.3K customers, preferring premium accessories with higher profit margins.
11%
Average Income
2.8K customers, representing our balanced mid-range product adopters.
Orders by Occupation
Professional occupations represent the largest customer segment, with management and skilled manual workers showing the highest average order values. Technical workers purchase more frequently but spend less per order.
The data suggests tailoring promotions for specific occupational segments could increase conversion rates by up to 24%.
High-Value Customer Analysis
Top Customer Revenue Contributors
The top 100 customers generate 18.4% of total revenue despite representing only 0.4% of our customer base. These power users typically purchase across multiple product categories and respond well to loyalty incentives.

Key Insight: The top 3 customers have all placed 6+ orders in the past year, suggesting strong brand loyalty and repeat purchase behavior.
The data indicates that customers who purchase road tire tubes as their first product have a 72% likelihood of making a second purchase within 60 days, making this an excellent entry-point product.
Occupation Distribution Among Top Customers
Among the highest-revenue customers, Skilled Manual occupations represent the largest segment at 42%, followed by Management (31%) and Professional (27%).
Mrs. Rosa Hu
Top customer in Skilled Manual category generating $6,780 in 2021, primarily purchasing premium accessories with high margin.
Mr. Maurice Shan
Highest overall revenue customer with $12,408 from 6 orders, averaging $2,068 per order.
Seasonal Order Patterns & Category Analysis
Monthly Order Trends
The data reveals distinct seasonal patterns in cycling accessories purchases, with peak periods occurring in spring (March-May) and early fall (September).
This cyclical pattern allows for strategic inventory planning and promotional timing to maximize sales during high-demand periods while maintaining profitability during slower months.
The 25% increase in orders during April compared to January suggests customers are preparing for summer cycling season. This presents an opportunity to bundle accessories with seasonal maintenance products.
Category Performance Breakdown
Bikes
13,929 orders (37.1% of total)
Highest average order value but lowest purchase frequency
Accessories
16,983 orders (45.2% of total)
Highest order volume and best repeat purchase rate
Clothing
6,976 orders (18.6% of total)
Second highest margin with strong seasonal patterns
Product Performance Analysis
Top Performing Products
The bestselling model, the Road-650 Red, 52, accounts for 11.76% of total sales, outperforming all other models. Its popularity stems from its versatile design and optimal sizing for the average rider.
Top Performers
  • Road-650 Red, 52 (11.76%)
  • Mountain-100 Silver, 44 (8.33%)
  • Touring-2000 Blue, 46 (8.33%)
Key Insights
Medium-sized frames (44-52) account for 58% of all bike sales, suggesting our inventory should prioritize these sizes.
Road and mountain bikes show almost equal popularity with touring models gaining traction.
Product Quality Metrics
2.17%
Return Rate
Significantly below industry average of 5.8%, indicating exceptional product quality and accurate product descriptions.
These metrics suggest opportunities to expand the Road-650 line with additional colorways while maintaining our current quality standards that have resulted in industry-leading customer satisfaction.
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