The “Customer Profitability Sample” content pack contains a dashboard, report, and dataset for a company that manufactures marketing materials. This dashboard was created by a CFO to see key metrics about her 5 business unit managers (aka executives), products, customers, and gross margins (GM). At a glance she can see what factors are impacting profitability.
This sample is part of a series that illustrates how you can use Power BI with business-oriented data, reports and dashboards. This is real data from obviEnce (www.obvience.com) that has been anonymized.
These tiles give our CFO a view of the high-level company metrics important to her. When she sees something interesting, she can select a tile to dig into the data.
These tiles provide a team scorecard. The CFO needs to keep track of her managers and these tiles give her a high level overview of profit – using GM%. If the GM% trend is unexpected for any manager, then she can investigate further.
Annelie’s GM% is the lowest, but we see a steady increase. Valery, on the other hand, has seen her GM% drop significantly. And Andrew had a volatile year. Click on any of the manager-specific tiles to open the underlying report. The report has 3 pages and opens to the “Industry Margin Analysis” page.
Our report has 3 pages:
Let’s look at two of the team members in detail and see what insights can be gained. In the slicer on the left, select Andrew's name to filter the report page to display only data about Andrew.
Now on to Valery. In the slicer, select Valery’s name to filter the report page to display only data about her.
Continue digging to find out why Valery’s area is not performing well. Look at regions, the other business units, and the next page in the report – “Industry Margin Analysis.”
This report page provides a different slice of the data. It looks at gross margin for the entire industry, broken down by segment. The CFO uses this page to compare company and business unit metrics to industry metrics to help her explain trends and profitability. You might wonder why the “Gross Margin by Month and Executive Name” area chart is on this page, since it is team-specific. Having it here lets us filter the page by business unit manager.
How does profitability vary by industry? How do the products and customers break down by industry? Select one or more industries from the top left. (Start from the CPG industry) To clear the filter, select the eraser icon.
On the bubble chart, the CFO looks for the largest bubbles since these are the ones that have the biggest impact on revenue. Filtering the page by manager by clicking on their names in the area chart makes it easy to see each manager’s impact by industry segment.
For our analysis, it would be helpful to determine which industry generates the most revenue for Valery. Let’s use Q&A.
Select the Q&A question box at the top of the dashboard.
Type total revenue by industry for Valery. Notice how the visualization updates as you type the question.
Distribution is the biggest revenue area for Valery.
Let's take a look at the Distribution industry.
Return to the dashboard and select the area chart with Andrew's Gross Margin Trend. This opens the report to the "Industry Margin Analysis" page.
Expand the filter pane on the right and add a page filter for the Distribution industry. Select Industry > All to clear the existing selections and then select Distribution.
The "Gross margin by Month and Executive Name" area chart tells us that only Valery and Tina have customers in this industry and Valery only worked with this industry from June to November.
Select Tina and then Valery in the "Gross Margin by Month and Executive Name" area chart legend. Notice Tina's portion of "Total Revenue by Product" is really small compared to Valery.
To see actual revenue, return to the dashboard and use Q&A to ask total revenue for distribution by scenario by executive.
We can similarly explore other industries and even add customers to our visuals to understand causes for Valery's performance.
This is a safe environment to play in. You can always choose not to save your changes. But if you do save them, you can always go to Get Data for a new copy of this sample.
We hope this tour has shown how Power BI dashboards, Q&A, and reports can provide insights into customer data. Now it is your turn — connect to your own data. With Power BI you can connect to a wide variety of data sources. Learn more about getting started with Power BI Preview.