1. Project Title & Company Review
Thompson-Tech: Designing Strategies Insights; A Data-led Perspective on Growth.
INDUSTRY: Tech.
Thompson-Tech is a multinational consumer electronics company that operates across various sales channels, including Online, In-store, Resellers, and third-party vendors. The company offers a broad range of electronic products, including smartphones, monitors, external hard drives, and other tech accessories.
With opearation in multiple coutnries and cities, Thompson-Tech maintains a robust retail network through branded stores, including DigitalDepot, ElectroMart, GadgetHub, TechZone, and SmartPoint.
ROLE: Business Intelligence Analyst.
2. Business Problem
Despite having a wealth of transaction data, Thompson-Tech lacks a centralized data-driven approach to optimize its marketing, inventory planning, and channel profitability startegy, in which all the business data is collected in a table, leading to performance errors. Also, the business is struggling to answer questions like:
- Which product categories perform best across regions and channels?
- How does customer age, gender or location influence buying behaviour?
- Which Stores and Channels drive the most profit, and where are inefficiencies?
3. Business Objectives
- Enhnace Customer Segmentation & Targeted Marketing: By analyzing purchase behaviour by age, gender, and location.
- Channel & Store Performance Optimization: Understanding which channels (Online, In-store, Third-party, Reseller) are most profitable enable the company to better allocate resources and scale the right platforms.
- Product Strategy & inventory Planning: By identifying best-selling and low-performing products by category and region.
4. My Approach
- Data loading of MS Excel dataset.
- Data Cleaning in Power Query.
- Data Modeling.
- M Language & DAX Language.
- Business insights.
- Dashboard building.
- Recommendations.
TOOL USED: Power BI
5. Key Deliverables
Delivered a Power BI dashboard to improve data-driven decision-making
6. Insights
- The Business has been having a fluctuation in revenue between $18.0M and $18.6M from 2018 to 2024, but a huge downtrend in revenue in 2025 with $6.9M.
- The Accessories product categories generated the most revenue of $46.27M.
- The Customer between 30yrs-45yrs (Adult) generated he highest revenue of $55.7M.
- The ElectroMart Store generated the most revenue of $22.72M with Sales Channel: ONline Vendor generating 26.03% of the revenue.
- Germany, having a customer base of 1798, generated the highest revenue of $27.8M compared to USA, with the highest customer base of 1802 and generated $26.5M.
7. Recommendations
- Investgate the root cause of the huge downtrend in revenue in 2025, try to find out if it was a result of a change in the trend of the market.
- Make sure that the inventory of Accessories in product categories is in stock across all stores.
- A message of recognition should be sent to the Returning customers to ensure the Company keeps their loyalty.
- The company should invest in inorganic traffic (Advertisement) to tackle the products that are not performing well.