GROUP 5
DATA-DRIVEN
PROPOSE
FIELD MEANING DATA TYPE
Order ID Unique identifier for each customer order Text
YEAR The year that customer placed the order Date/Time
Order date The date the customer placed the order Date/Time
Ship date The date the order was shipped Date/Time
Ship mode The method used to ship the order Text
Customer ID Unique identifier for each customer Text
Customer Name Full name of the customer Text
Segment Type of customer Text
Country The country where the customer is located Text
Market Geographic market category (e.g, APAC, LATAM, US,..) Text
Product ID Unique identifier for each product Text
Category High-level classification of the product Text
Sub-category Specific classification of the product Text
Product name Full name of the product Text
Sales Total sales amount Decimal number
Quantity Number of units of the product Whole number
Discount Discount rate (%) Decimal number
Profit Profit/lost gained from the order Decimal number
Shipping cost Cost incurred for shipping Decimal number
WHO WE ARE WHO YOU ARE
Executive Leadership
Team
BUSINESS Setting the company’s vision, mission, and
ANALYTICS
TEAM strategic priorities.
Evaluating information and weighing
potential risks and benefits.
Making critical financial and operational
decisions.
Steering the organization through market
⟶ specializing in transforming complex data challenges and opportunities.
into actionable insights. By collecting,
analyzing, and interpreting business data, we
uncover trends, pinpoint problems and
opportunities, and provide evidence-based
recommendations
OVERVIEW
QUESTION TO ASK
The data describes WHAT is the company selling?
transactional and customer-
level information of an e- WHERE is the company operating?
commerce company from
2019-2022, capturing sales, HOW do customers perceive the company?
profit, discounts, and order
behaviours cross different
markets, customer segments,
and product categories
How COVID-19 triggered the
digital and e-commerce
turning point
COVID-19 was a catalyst for global e-commerce,
compressing 5–10 years of growth into just one. It
reshaped consumer habits, forced digital innovation,
and redefined the competitive landscape across all
regions.
TOPIC www.reallygreatsite.com
ANALYZE BUSINESS
PERFORMANCE
BASED ON RATING,
CATEGORY AND REGION
in a 3-year period, from 2019-2022
The COVID-19 drastically reshaped global consumption
patterns
E-commerce surged while many traditional sectors declined
The period from 2019 - 2022 captures:
Pre-COVID operations COVID-driven growth Posst-pandemic adjustments
PROFIT BY
RATING
CORRELATION BETWEEN RATING AND
PROFIT
Higher ratings do not necessarily mean
higher profits
Rating 4 shows negative profit (~-0.01M), indicating
that costs (production, service, warranty, marketing)
may exceed the revenue generated.
Rating 3 delivers the highest profit
An equillibrium between customer satisfaction and
operational cost
An “inverted bell curve” trend
Profit is not linearly rating → influenced by both cost
structure and customer expectation
CORRELATION BETWEEN RATING
AND NUMBER OF ORDER
Furniture
This indicates that a moderate level of customer
satisfaction can achieve high sales without requiring
excessive investment in premium quality.
Office Supplies
The highest Rating 3 confirms that products with an
average rating are suitable for the majority of customers.
Technology
Rating 3 also records the highest profit-> customers tend to
accept and purchase more products with moderate quality.
OUR SUGGESTION
Establish Discount Thresholds:
Set clear limits on how much discount can be applied to
maintain healthy profit margins across categories.
Review Prcicing Strategies
High-end quality may not justify the price for the majority
of customers.
Tiered Discount Strategy Based on Rating:
Ratings 2–3: Apply moderate discounts to move
excess inventory — this encourages purchases
while still preserving profit margins.
Ratings 4–5: Limit discounting. Instead, focus on
strong product marketing to highlight value and
justify the price.
Upsale and cross sale:
Combine Rating 3 and Rating 4 products at a
discounted price to increase order value while
retaining customer loyalty-> this increases perceived
value and helps shift less popular inventory.
OUR SUGGESTION
Segmented Discount Strategy:
For price-sensitive customers, offer just enough
discount to convert while protecting overall margin.
For value-driven customers, focus on value-added offers
like product bundles or loyalty benefits instead of
traditional discounting.
Customer Experience Focus:
This is especially important in sectors like technology.
Ensure that the customer journey not only meets
functional needs but also delivers a great experience —
which helps increase retention and drive long-term
revenue.
PROFIT BY
CATEGORY
QUANTITY BY CATEGORY
OVERVIEW
Furniture
The sales volume is apporxiamately 35k Unit
Technology
The sales volume is apporxiamtely 35K Unit
Office Suppliers
The sales volume is apporxiamately 108K Unit
PROFIT BY CATEGORY
OVERVIEW
Furniture
The profit is 285.2K USD, accounting for approximately 19.44% of the total profit.
Technology
The profit is 663.7K USD, accounting for approximately 45.2% of the total profit.
Office Suppliers
The profit is 518.47K USD, accounting for approximately 35.3% of the total profit.
TECHNOLOGY ANALYSIS High profits come from core products —
items with high value (USD 565) and minimal
discounting.
Profit concentration is high, with a
significant share coming from just two
categories.
The business may be heavily dependent on
these two sub-categories.
OFFICE SUPPLIES
ANALYSIS
Highest sales volume but low profit — although sales
volume reaches 108K units (60.67%), profit is only USD
518.47K (35.33%).
=> This indicates that products in this category have
low value (selling price) and thin profit margins,
meaning they must be sold in large quantities to
generate a reasonable profit.
FURNITURE: SUB-
CATEGORIES
EVALUATION
The sub-category data provides a clearer
picture: Tables have a negative profit (-USD
64,083.39), indicating that this category not
only fails to contribute to profit but also incurs
losses for the business.
FURNITURE ANALYSIS
High revenue but disproportionate profit —
although revenue reaches USD 4.11M, profit
is only USD 285.5K.
This is due to frequent promotional
programs aimed at stimulating purchases,
which reduce profit margins.
OUR SUGGESTION
TECHNOLOGY FURNITURE
Product Mix Optimization: Focus on high-value products and Re-evaluate pricing and promotional strategies.
optimize after-sales service by investing in packages such as Re-focus promotion: Apply promotional programs that
warranties, technical support, and scheduled maintenance. increase product volume sold without direct price cuts,
Risk Mitigation: Avoid over-dependence by developing other helping preserve profit margins — since the bundled or free
profitable sub-categories (e.g., invest in Machines). items often have lower value or lower production costs
Loyalty Program: Adopt marketing strategies that target tech- Test Price Elasticity: Run experiments with lower discount
savvy customers by emphasizing product strengths such as rates to see impact on conversion vs. profit margin.
uniqueness, high performance, and the ability to meet modern
consumer demands.
OFFICE SUPPLIES
Product mix optimization: Increase the average order value by
encouraging customers to purchase additional items through
combo deals or “buy with related products” promotions.
Differentiate products to reduce price competition pressure by
offering environmentally friendly products made from recycled or
sustainable materials, or those with special features or integrated
technology.
Loyalty Programs: Convert high-frequency buyers into repeat
customers with small perks.
PROFIT BY
MARKET AND
SEGMENT
APAC MARKET EU MARKET US MARKET
Technology: 47% Technology: 39% Technology: 51%
Furniture: 29% Furniture: 18% Furniture: 6%
Office Supplies: 24% Office Supplies: 43% Office Supplies: 43%
Technology is the largest Office Supplies has the highest Technology accounts for more
category in APAC, contributing proportion in the EU, reflecting than half of the total profit in the
nearly half of the total profit in strong demand for this product US, indicating that the technology
the region (47%). This category in the region. Since office sector is the main driver of profit
demonstrates a strong reliance supplies generate stable profit, the in this region. As the technology
on technology to achieve high EU can consistently maintain market grows, this will serve as a
profitability sustainable profitability with catalyst for the US to expand;
minimal impact from fluctuations however, the dependency level
in other sectors. remains high.
APAC MARKET EU MARKET US MARKET
The APAC market has an average discount The EU market has a relatively low average The US market shows a higher average
rate of 0.149, which is neither high nor low. discount rate (0.103), reflecting a discount rate (0.156), indicating higher
conservative discounting strategy that competition and the need to use discounts
Reducing the discount for Technology and helps maintain stable profit margins. more aggressively to attract customers
increasing the discount for other categories
To continue optimizing, the EU should maintain the Consider reducing discounts for categories
such as Furniture and Office Supplies could
current low discount rates for categories like Furniture and with already stable sales → to increase the
help improve profit margins without Office Supplies to maximize profitability. profit margin
significantly reducing sales volume. Consider slightly increasing the discount for Technology to Increase discounts for Office Supplies to
boost sales without heavily impacting overall performance boost sales and diversify profit sources.
(though this could potentially lower revenue)
TECHNOLOGY MARKET FURNITURE MARKET
New products are constantly being introduced The cyclicality of the economy and real estate
with superior features. This causes older market
products to quickly become obsolete and lose While not as fast as technology, interior design
value. (Leung, 2021) trends change over time. ⟶ Businesses that don’t
Technology revenue is highly dependent on stay current with trends will struggle.
economic cycles;, It often drops sharply in
downturns, falling faster than GDP.(Cheung et
al., 2009)
The emergence of new competitors, aggressive
pricing strategies or promotions can directly
affect your revenue.
OFFICE SUPPLIES MARKET
Revenue may spike at specific times → Strong seasonality (Office Supplies
Market Size & Share | Industry Report, 2033, 2024)
This is a very competitive market in terms of price. Most stationery
products can be found in many places with similar quality, so price
becomes the deciding factor.
OUR SUGGESTION
APAC AND US MARKET
Both regions rely heavily on technology to achieve high profitability.
APAC and the US should look for ways to diversify their revenue streams. For APAC, this
could mean increasing investment in high-tech furniture products or expanding the
office supplies portfolio. For the US, continuing to invest in integrated technology
solutions combined with office supplies could help sustain profitability in the event of a
downturn in the technology market.
EU MARKET
In this region, office supplies account for a large share of the profit. This category typically
has a low but stable profit margin, which allows these regions to maintain stability even in
challenging economic conditions.
This region should look for ways to enhance the value of office supplies through strategies such as
offering complementary services (e.g., office equipment maintenance) or integrating technology into
products to diversify revenue streams.
REFFERENCES
Leung, S. (2021, February 22). 6 Effects of technology on Selling: How tech has streamlined sales. Salesforce.
https://www.salesforce.com/blog/6-ways-technology-streamlined-sales-3/
Pandey, D. (2025, July 30). Furniture market size to hit USD 1,160.84 billion by 2034. Retrieved from
https://www.precedenceresearch.com/furniture-market
Savills_Supreme. (2021, September 9). Real Estate Market Cycles - Predicting the future by observing the
past | Savills Impacts. Retrieved from https://impacts.savills.com/market-trends/market-cycles.html
Cheung, A., Kutcher, E., & Wagle, D. (2009, March). High tech: Finding opportunity in the downturn.
McKinsey & Company. https://www.mckinsey.com/capabilities/people-and-organizational-
performance/our-insights/high-tech-finding-opportunity-in-the-downturn
E‑Commerce Institut. (2022, December 2). Here’s why e‑commerce growth can stay stronger for longer.
E‑Commerce Institut https://impacts.savills.com/market-trends/market-cycles.html
Office Supplies Market Size & Share | Industry Report, 2033. (2024). Grandviewresearch.com.
https://www.grandviewresearch.com/industry-analysis/office-supplies-market-report
REFFERENCES
Hushko, S., Mamanazarov, A., Khudaybergenov, A., Jiyemuratov, T., & Kudiyarov, K. (2022). E-Commerce
market pulse in global economic development. ResearchGate. Leung, S. (2021, February 22). 6 Effects of
technology on Selling: How tech has streamlined sales. Salesforce. https://www.salesforce.com/blog/6-ways-
technology-streamlined-sales-3/
GROUP 5
THANK YOU
FOR LISTENING
