Multi-Channel E-Commerce & Supply Chain Power BI Dashboard

Altitude Outfitters is a multi-channel outdoor equipment retailer operating across 8 countries, 4 sales channels (Web, Marketplace, Retail, B2B), and 6 local currencies.

The Challenge: The company's data was fragmented across 17 raw, uncleaned tables (~91,500 orders and ~146,000 order lines). Leadership lacked visibility into true post-commission profitability (Contribution Margin), currency devaluation impacts (especially in TRY), rising Customer Acquisition Costs (CAC), and seasonal stockouts.

The Solution: I engineered an end-to-end, 10-page interactive Power BI Executive Application. Using Power Query (M), I cleaned dirty data, resolved duplicate keys, and standardized multi-locale dates/numbers. I then built a complex Star/Snowflake Schema and wrote 50+ advanced DAX measures wrapped in a custom dark-mode UI/UX JSON theme.

Executive Summary: A 30-second health check featuring 6 KPI cards with 12-month sparklines and dynamic YoY/Target toggles, a Monthly Revenue Combo Chart, a Global Bubble Map, automated DAX text insights, and a live Operational Alerts panel.

Sales & Margin Deep-Dive: Features a dynamic Field Parameter metric switcher, a Gross-to-Contribution Margin Waterfall chart (exposing high Marketplace fees), Category GM% Heatmap, Top 15 Products Pareto (80/20) chart, Campaign Discount vs. Margin scatter plot, Decomposition Tree, and Constant-Currency (FX Impact) analysis.

Customer Analytics & Retention: Tracks customer loyalty via an RFM Segmentation Treemap (Champions, Loyal, At Risk, Hibernating), a 12-Month Cohort Retention Heatmap, a Customer Pareto (Lorenz) curve, LTV & Repeat Rate by Acquisition Channel, and demographic breakdowns.

Marketing & Conversion Funnel: Analyzes $2.6M+ in ad spend through a 5-step Website Conversion Funnel (Sessions to Orders), Monthly Blended CAC trends across channels, Spend vs. Budget comparisons, and a Channel ROI Scorecard (tracking LTV:CAC ratios).

Fulfillment, Returns & Support (Operations): Monitors SLA compliance, highlighting carrier late-delivery spikes (SwiftCargo), Country × Quarter Late Delivery heatmaps, 100% Stacked Bar charts for Return Reasons by category (identifying sizing issues in Footwear), and CSAT scores.

Inventory & Supply Chain: Uses semi-additive DAX measures to track end-of-month Stock on Hand ($105M), a Category Stockout Heatmap, a Supplier Performance Scorecard (Lead Time & Defect Rates), and an Inventory Health Quadrant Scatter Plot (Days of Cover vs. Sales Velocity to isolate Dead Stock and Stockout Risks).

Budget vs. Actual & Forecasting: Features a Country Variance Waterfall, a conditionally formatted Country × Category Target Matrix, a 3-month statistical Revenue Forecast with confidence bands, and an interactive 'What-If' Target Uplift % Slider for real-time scenario modeling.

Product Detail (Hybrid Drill-Through & Master-Detail): A hidden drill-through page enhanced with a Bookmark-driven reset mechanism and searchable SKU directory, allowing users to either drill down from main charts or freely browse individual product histories.

Custom Geo-Tooltip (TT_Country): A custom 320×200 hover tooltip linked to the world map, dynamically displaying country-specific Net Revenue, YoY growth, and Top 3 performing product categories.

About & Data Architecture: Comprehensive documentation page showcasing the underlying Star Schema relationship diagram, core business definitions, and data governance notes (Fictional dataset created for demonstration purposes).

Exposed the "Marketplace Illusion": Revealed that while Marketplace had a 51.2% Gross Margin, its true Contribution Margin was significantly lower than Web due to 15%+ commission fees and returns.

Isolated FX Volatility: Demonstrated how local currency growth in Turkey was masked by exchange rate depreciation using Constant-Currency DAX modeling.

Optimized Inventory & Operations: Pinpointed specific suppliers and carriers responsible for defect returns and Q3/Q4 delivery bottlenecks.