In this project, developed for Green Flow, a liquid fertilizer manufacturer, the objective is to analyze financial sales data from 2023 and 2024 alongside specific product characteristics to deliver strategic insights for commercial decision-making. The datasets include details such as fertilizer identification, chemical types, usage recommendations, average prices per gallon, monthly revenue, sustainability, and sales status.
The project focuses on assessing data consistency and creating a visualization dashboard to showcase historical sales performance (volume and revenue) and the correlation between product characteristics and commercial results for both active and discontinued products. Built using Microsoft Power BI, the dashboard adheres to best practices in data visualization, highlighting key insights.
Data transformations are executed directly at the source using SQL in BigQuery within the Google Cloud Platform (GCP). This approach enables a real-time data pipeline, directly connecting Power BI to GCP, eliminating the need for manual data loads. The final deliverable is a robust analytical solution aligned with Green Flow's commercial goals, emphasizing the dashboard's functionality and the primary business insights derived from the analysis.
Keywords: PowerBI, PowerQuery, DAX, Google Cloud Platform, Business Analytics, BigQuery, Data Visualization, Data Analysis.
The analysis of the ID variable revealed significant variation in product performance, highlighting fertilizers with lower average prices as top performers in both sales volume and revenue. These findings emphasize the value of promotional campaigns targeting low-cost products to attract consumers with lower purchasing power. The comparison of 2024 Average Price and Revenue suggests an opportunity to further boost revenue by focusing on this segment. The strong consumer preference for affordable products validates the effectiveness of a mass-market strategy, which should be expanded. Sales volume data reinforce this trend, with economical products dominating, presenting opportunities to optimize margins and drive additional revenue growth.
When segmenting the analysis by TYPE, organic fertilizers led in sales volume, while mineral fertilizers were the most profitable, indicating higher margins and greater perceived market value. In contrast, synthetic fertilizers showed lower market participation, aligning with the company's focus on preservation and sustainability. This pattern reflects a strategic positioning favoring fertilizers linked to responsible agricultural practices. The combination of high sales volume in organics and higher revenues in minerals suggests an opportunity to explore hybrid strategies that cater to diverse market segments, enabling the company to expand its reach while maintaining its sustainable approach.
The analysis of the USAGE INDICATION variable revealed that fertilizers designed for fruit and grain crops dominate the portfolio in both sales volume and revenue, establishing them as core pillars of the business. Fertilizers for vegetables, while secondary, offer strategic growth potential in specific niches. A clear correlation exists between the mineral and organic types, which consistently lead in revenue and sales volume, and the company's commitment to environmental sustainability. The underperformance of synthetic fertilizers further underscores Green Flow's focus on sustainable agricultural practices. These findings suggest prioritizing campaigns tailored to the demands of fruit and grain crops, while strategically exploring the vegetable market to expand the consumer base and capture new opportunities.
The analysis of SALES STATUS revealed that active products contribute 86% of total revenue, while discontinued products, representing only 8% of the portfolio, maintain financial significance with higher average prices, reflecting a premium positioning. These discontinued fertilizers rank among the top three in average price, suggesting their removal aligns with a strategy to prioritize low-cost products for broader market reach. This reinforces the company's shift toward affordable, high-demand fertilizers to cater to a wider audience. Implementing regular product lifecycle analysis could help prevent the premature discontinuation of items with untapped market potential.
The SUSTAINABILITY variable revealed that fertilizers classified as "High Sustainability" led in sales volume, while "Medium Sustainability" products generated the highest revenue, balancing competitive pricing with strong market acceptance. These results highlight not only a business strategy but also an internal culture committed to environmentally responsible practices. This analysis aligns with other variables, such as type and usage, confirming that sustainability is a core value for Green Flow. The company is well-positioned to attract environmentally conscious consumers, leveraging the environmental benefits of its products as a competitive differentiator.
The analysis revealed that fertilizers with lower average prices lead in both sales volume and revenue, confirming the effectiveness of a low-cost product strategy. This trend was complemented by insights into chemical types, where organic fertilizers led in sales volume, while mineral fertilizers proved more profitable, emphasizing the need for segmented strategies to address diverse markets. The analyses of Usage Indication and Sales Status showed that products for fruits and grains dominate the portfolio, while discontinued fertilizers, despite their limited presence, retain financial relevance. These findings highlight market opportunities in specific niches, such as vegetables, and underscore the importance of revisiting product lifecycles to optimize the portfolio and unlock growth potential.
The Sustainability analysis reaffirmed the company's commitment to environmentally responsible practices, showing that high-sustainability fertilizers lead in sales volume, while medium-sustainability products balance revenue and market acceptance. These results consolidate Green Flow's position as a leader in sustainable agricultural solutions, demonstrating that the synergy between accessibility, sustainability, and innovation can continue to drive success. This project highlighted strategic patterns and opportunities, providing a solid foundation for future commercial decisions aligned with Green Flow's goals of growth and sustainable innovation.