<aside> <img src="data:image/svg+xml,%3csvg stroke-width='1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24' stroke='%23337EA9' fill='none' stroke-linecap='round' stroke-linejoin='round'%3e%3cpath stroke='none' d='M0 0h24v24H0z' fill='none'/%3e%3ccircle cx='12' cy='11' r='3'/%3e%3cpath d='M17.657 16.657 13.414 20.9a2 2 0 0 1-2.827 0l-4.244-4.243a8 8 0 1 1 11.314 0z'/%3e%3c/svg%3e" alt="data:image/svg+xml,%3csvg stroke-width='1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24' stroke='%23337EA9' fill='none' stroke-linecap='round' stroke-linejoin='round'%3e%3cpath stroke='none' d='M0 0h24v24H0z' fill='none'/%3e%3ccircle cx='12' cy='11' r='3'/%3e%3cpath d='M17.657 16.657 13.414 20.9a2 2 0 0 1-2.827 0l-4.244-4.243a8 8 0 1 1 11.314 0z'/%3e%3c/svg%3e" width="40px" /> Navigation bar

</aside>

<aside> <img src="/icons/arrow-northeast_blue.svg" alt="/icons/arrow-northeast_blue.svg" width="40px" /> Click here to view the original dashboard.

</aside>

<aside> <img src="/icons/light-bulb_blue.svg" alt="/icons/light-bulb_blue.svg" width="40px" /> Summary

Goal

This project aims to create a dynamic report using Power BI that allows users to such as increasing conversion rates, enhancing customer engagement, and improving customer feedback scores.

Process

1. Using SQL for data cleaning and data manipulation.
2. Using Python for advanced sentiment analysis.
3. Importing the data into Power BI and cleaning it within Power Query.
4. Building core DAX measures.
5. Designing the report layout.
6. Applying conditional formatting to highlight important insights and trends.
7. Creating the report and preparing it for publication.

Insights

1. While clicks and likes are low compared to views, the click-through rate stands at 15.37%, meaning that engaged users are still interacting effectively.
2. The average customer rating is below the target of 4.0, suggesting a need for focused improvements in customer satisfaction. </aside>

<aside> <img src="/icons/checkmark_blue.svg" alt="/icons/checkmark_blue.svg" width="40px" /> What are the trends in conversion rates?

Conversion rates fluctuated throughout the year:

• July recorded the lowest conversion rate at 2.9%.
• September achieved the highest conversion rate at 15.2%, driven primarily by Angelica Root, Mulberries, and Rose.

</aside>

<aside> <img src="/icons/checkmark_blue.svg" alt="/icons/checkmark_blue.svg" width="40px" /> What are the trends in customer engagement?

• Views peaked in July but subsequently declined, with only a minor rebound from September to December.
• Clicks and likes remained consistently low compared to views, suggesting a need for more engaging content or stronger calls to action.

• Blog content drove the most views.

</aside>

<aside> <img src="/icons/checkmark_blue.svg" alt="/icons/checkmark_blue.svg" width="40px" /> What insights can be drawn from customer feedback?

• The majority of customer reviews reflect higher ratings, indicating overall positive feedback. Lower ratings (1-2 stars) represent a smaller proportion.

• Positive sentiment prevails with 292 reviews, reflecting a generally satisfied customer base. Negative sentiment is noted in 82 reviews, alongside a smaller number of mixed and neutral sentiments, indicating areas for improvement while maintaining overall strong customer approval.

</aside>

<aside> <img src="/icons/checkmark_blue.svg" alt="/icons/checkmark_blue.svg" width="40px" /> Are there noticeable seasonal trends in sales? Based on these insights, what potential actions can be taken to achieve the analysis goals?

• Focus marketing efforts on products with demonstrated high conversion rates, such as the Angelica Root, Mulberries, and Rose.
• Boost engagement by optimizing call-to-action placement in social media and blog content.
• Implement a feedback loop where mixed and negative reviews are analyzed to identify common issues. Consider following up with dissatisfied customers to resolve issues and encourage re-rating, aiming to move average ratings closer to the 4.0 target. </aside>

Detailed Report — For More Information