Column profiling in Power Query revealed missing values, duplicate records, and date inconsistencies. All issues were resolved before modeling to ensure reliable metrics.
A star schema was created linking the sales fact table with product, store, customer, and calendar dimensions.
Core metrics were created including total revenue, YoY growth, repeat purchase rate, average order value, and customer lifetime value indicators.
Customer purchasing patterns were analyzed over time to identify where repeat purchases were declining and which segments were most affected.
The dashboard was structured to guide stakeholders from overall trends to specific drivers of the revenue decline.
The report is organized across three pages: an executive overview, a customer retention deep dive, and a product & category breakdown.