I built this Tableau dashboard to explore customer profitability across different regions: Central, East, South, and West. The goal was to better understand which customers and locations generate the most value and where potential losses might be occurring. By analyzing metrics such as sales, profit, order volume, and profit ratio, the dashboard offers a clear view into regional performance and customer behavior that can support smarter business decisions.
(Summary of dashboard insights below visualization)
Dashboard Key Insights
The dashboard shows clear differences in profitability across regions, customer types, and product categories. The West region generates the highest sales and profit, while Central and East show much lower figures. In some views, these regions have little or no recorded activity, depending on the selected filters. This raises important questions about regional performance and market coverage.
Some customers produce strong profit with relatively modest sales, indicating that high-margin transactions can be more valuable than high-volume ones. On the other hand, a few customers generate large sales but end up with negative profit. These cases may be linked to returns, discounting, or service-related costs that reduce profitability.
Product category analysis adds further insight. Technology tends to deliver stronger profit margins, while Furniture often shows weaker performance—even when sales appear solid. This suggests that profitability depends not only on revenue but also on product-level cost dynamics.
These patterns point to areas of strength and weakness across the business. Understanding where profit is gained or lost helps support better decisions around pricing, customer focus, and regional strategy.