Sprocket Central Pty Ltd - Customer Value & Growth Dashboard
Project Type: Business Data Analysis & Dashboard Presentation
Tool Used: Excel & Power BI
Views: 3 Interactive Dashboard Tabs
Date: May, 2025
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Project Overview
This project involved conducting a customer segmentation and value analysis for Sprocket Central Pty Ltd, with the goal of informing marketing and growth strategies. Using sales and customer data, I developed a dashboard that highlights:
- Key trends in the underlying data
- The highest-value customer segments
- Strategic recommendations for business growth
Dashboard Structure
The dashboard is organized into three interactive tabs, each designed to reveal key business insights and guide strategic decision-making for Sprocket Central Pty Ltd.
This view provides an overview of the company’s financial and operational health over time:
- Time-Based Trends: Sales, profit, order volume, and average order value over time
- Product Category Performance: Breakdown of sales, profit, and cancelled orders by product category
- Brand Performance: Sales figures analyzed by order volume per brand
Tab 2: Customer Segmentation & Value
This tab dives into who the customers are, how they spend, and which segments drive value:
- Customer Age Categories: Distribution of customer age brackets
- Product Preferences by Wealth Segment: Analysis of order combinations by wealth tier
- Job Category Distribution: Overview of professions within the customer base
- Spending Power by Profession: Which job categories contribute most to revenue
- Sales & Profit by Wealth Segment: Identifying the highest-value customer tiers
- Average Order Value by Job Title: Spending habits across job categories
- Top Patronizing Customers: List of highest-spending individual customers
Tab 3: Geographic Insights & Expansion Opportunities
This view supports region-specific strategy by combining customer data with geographic performance:
- Revenue & Profit by State: Regional financial performance
- Customer Distribution by State: Identifying customer hotspots
- Expansion Potential Mapping: Cross-analysis of job categories’ revenue & profit potential by location
Each tab is designed to provide both high-level overviews and deep-dive insights, enabling data-driven marketing, sales, and growth strategies.
Key Findings
The analysis uncovered critical insights across sales performance, customer value, and regional growth potential.
Product & Sales Trends
- Giant Bicycles lead in revenue but lag in profit efficiency, signaling potential pricing or cost issues.
- WereA2B, OHM Cycles, and Trek Bicycles deliver higher profit margins despite lower sales volumes — lean and efficient performers.
- Mountain, Road, and Touring product lines show clear seasonality, peaking in spring and summer, with noticeable dips in June and September.
- Order cancellations remain below 1%, mostly affecting high-demand items — likely due to inventory or supply chain constraints.
Customer Segmentation & Value
- Core demographic: Customers aged 30–55 dominate purchasing behavior.
- Mass Market segment is the largest revenue contributor.
- The top 10 high-value customers exhibit Average Order Values between $1.3k–$1.7k.
- Professions such as Project Managers and Engineers show higher spending patterns, reflecting stronger buying power among specific job titles.
Geographic & Industry Insights
- New South Wales accounts for over 50% of total revenue, making it the dominant regional market.
- Queensland outperforms its customer count — fewer customers, more money — indicating high-value potential.
- Top industries by customer volume:
- Manufacturing (20%)
- Financial Services (18%)
- Healthcare (15%)
- Industries like Retail, Financial Services, IT, and Entertainment show the highest Average Order Values, suggesting where premium sales are likely to grow.
Strategic Recommendations
Based on the analysis of sales performance, customer segmentation, and regional trends, the following recommendations are proposed to support business growth and improve marketing efficiency.
- Re-evaluate Giant Bicycles’ pricing and promotions to boost profit margins while maintaining sales volume.
- Shift promotional focus toward high-margin brands like WereA2B and OHM Cycles to improve profit efficiency.
- Implement seasonal marketing campaigns and inventory planning to counteract demand dips in June and September.
- Introduce pre-order or waitlist systems to reduce cancellations on high-demand, low-stock products.
Customer Segmentation & Value
- Launch a loyalty program tailored for high-spending customers (e.g., Jillie Fyndon, Jeffry Slowly) to retain top patrons.
- Use job title-based targeting to acquire new customers with higher average order values (e.g., Engineers, Project Managers).
- Expand product offerings and messaging for young adults and family segments to grow reach across age groups.
- Continue serving the Mass Market, while developing premium bundles and experiences for Affluent and High Net Worth segments.
Regional & Industry Opportunities
- Double down on New South Wales, the primary revenue source, and explore growth campaigns in Queensland where ROI potential is strong.
- Tailor messaging for key industries such as Manufacturing, Financial Services, and Healthcare — which make up over 50% of the customer base.
- Prioritize industries with high Average Order Values like IT, Retail, and Entertainment for future customer acquisition efforts.
Marketing Strategy Proposal
To translate insights into action, the following marketing strategy is recommended to drive customer engagement, increase conversions, and optimize growth:
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Seasonal Bundles & Loyalty Incentives
Launch product bundles and loyalty perks during slower months (June & September) to sustain momentum during off-peak periods.
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Segmented Digital Campaigns
Promote top-performing product combinations through targeted ads tailored to each wealth segment.
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Improve Data Collection & CRM Tracking
Enhance customer relationship management systems to capture more granular data on customer channels, job titles, and purchase behavior.
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Persona-Driven Targeting
Develop marketing personas based on customer job titles, industries, and AOV patterns to personalize outreach.
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Email Marketing & Retargeting for Professionals
Focus email campaigns and retargeting ads on mid-level professionals — especially Managers and Engineers — who show high purchase intent.
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Brand Positioning Strategy
Strengthen brand trust and reliability around Giant Bicycles while promoting profit-efficient alternatives as value-driven choices.
Skills Demonstrated
- Data wrangling & cleansing
- Dashboard storytelling & visual analysis
- Strategic thinking for growth
Files in This Repo
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Sprocket_Data cleaning report
Detailed documentation of the data cleaning and preparation process, including handling of missing values, data transformations, and formatting for analysis.
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Sprocket Analysis Report
The full analysis report outlining business context, key insights, segmentation findings, and strategic recommendations for Sprocket Central Pty Ltd.
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Sprocket_PowerBI Dashboard
Power BI file containing the interactive dashboard with three tabs: Sales Performance, Customer Segmentation, and Geographic Opportunities.
- Sprocket Customer recommendation list
A curated list of high-value potential customers identified from the analysis — ideal for targeted marketing campaigns or sales outreach.
- Sprocket_Raw Dataset