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PROJECT 18Beginner

Sales Performance Analysis

Business scenario

A new Commercial Director joins Orion Retail and asks for a factual overview of sales over the last three years.

Problem statement

Describe sales performance 2023–2025: trend, seasonality, channel, store, category, price and discount effects.

Learning objectives

  • Define a coherent KPI set
  • Decompose revenue into orders × AOV
  • Present a factual, prioritised overview

Instructions

KPIs: net revenue, orders, AOV, units per order, average discount, return rate. Completed orders unless stated.

Tasks

  1. KPI table by year.
  2. Monthly trend with seasonality.
  3. Revenue decomposition (orders vs AOV) for 2025 vs 2024.
  4. Breakdown by channel, store and category.
  5. Top/bottom 10 products.
  6. One-page overview.

Deliverables

  • SQL
  • Excel charts
  • One-page overview

Evaluation rubric

CriterionWeightExcellentProficientDevelopingInsufficient
Data preparation & validation20%Correct filters and grain; validation checks documented and totals reconciled.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.
KPI correctness25%All KPIs correct and defined.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.
Decomposition15%Orders × AOV split correct.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.
Interpretation & recommendations25%Clear, quantified conclusions tied to the business question, with limitations stated.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.
Presentation15%Concise, well-labelled outputs a manager can act on without explanation.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.