- Project Overview
- Tasks Performed
- Key Insights & Recommendations
- Dashboards Preview
- Tools & Technologies
- Skills Demonstrated
- Conclusion
- Explore More
This project is a Power BI case study for AtliQ Hardware, a multinational company selling computers and accessories through channels like **Amazon, Flipkart, Croma, and its own stores/e-store.
AtliQ Hardware faced challenges in international markets due to intuition-driven decisions. While the competitors are leveraging data-driven decision to make profit. To stay competitive, AtliQ has decided to take data-driven decision approach. The goal of this project was to build a unified reporting solution in Power BI across Finance, Sales, Marketing, and Supply Chain to empower stakeholders with data-driven insights.
The model integrates data from SQL + Excel, with over 1.5M+ records, and uses a custom fiscal year (Sep–Aug) for accurate reporting.
- Connected to multiple data sources including SQL Databases and Excel Workbooks.
- Removed duplicates, handled null values, standardized column names, and ensured data consistency.
- Created calculated columns for business logic (e.g., fiscal year alignment, category grouping).
- Ensured data quality checks by validating numbers against benchmark/reference values.
- Designed a star schema with 15+ tables (fact & dimension).
- Built relationships between sales, customers, products, regions, and targets.
- Created a custom
Dim_Datetable with fiscal year mapping (Sep–Aug) and defined Q1–Q4 periods for reporting. - Ensured proper filter propagation across dimensions for accurate reporting.
📊 Data Model Preview:
- Built Net Sales, Gross Margin (GM), GM%, P&L Statement using advanced DAX functions.
- Implemented Forecast Accuracy to compare actuals vs predictions.
- Created variance measures to track performance vs targets.
- Designed Target Tolerance KPIs to highlight customers with high GM% variance for Sales team prioritization.
- Developed Sales, Finance, Marketing, Supply Chain dashboards.
- Created an Executive Dashboard – consolidated view of all critical KPIs for top-level decision making.
- Added tooltips to show customer trends and insights on hover.
- Built drill-through & drill-down features (e.g., from Region → Country → Customer).
- Applied conditional formatting and business-focused visuals to make reports intuitive.
- Used DAX Studio to analyze query performance.
- Optimized DAX measures (e.g., replacing row context with filter context where applicable).
- Reduced dashboard refresh time for smoother user experience.
- Simplified navigation with bookmarks and buttons.
- Added clear instructions and labels to improve accessibility for non-technical users.
- Created a User Guide to explain dashboard usage.
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Net Sales reached $823.85M in FY2021 → a 207% increase vs benchmark.
✅ Recommendation: Focus on sustaining this momentum by doubling down on high-performing regions & channels. -
Net Profit % dropped to -6.63% → high Marketing expenses need cost optimization.
✅ Recommendation: Marketing team should reassess campaigns, cut low-ROI spends, and redirect budget toward digital channels with better returns. -
LATAM region grew by ~58% → despite small base ($3.16M), shows strong future potential.
✅ Recommendation: Increase investment in LATAM through partnerships, targeted promotions, and expanding distribution channels. -
Absolute Forecast Error spiked in FY2021 → indicating high fluctuations between under-forecasting & over-forecasting.
✅ Recommendation: Improve demand forecasting models by integrating historical sales + external factors (seasonality, promotions, competitor activity). -
AtliQ reached Top 5 in overall market share (5.8%), marking a major competitive milestone.
✅ Recommendation: Focus on retaining top customers and strengthening supply chain to further climb the market ladder. -
~70% of revenue is generated through retailers like Amazon, Flipkart, Vivek, etc., emphasizing the importance of channel strategy.
✅ Recommendation: Diversify channels by boosting own e-store presence to reduce over-dependence on external retailers.
Built an executive dashboard to track revenue, profit, forecast accuracy, market share & top customers for strategic decision-making.
Designed an interactive sales dashboard to monitor revenue, margins, unit economics & customer-product performance across regions.
👉 Try Live Interactive Dashboard
- Power BI (Power Query, DAX, Data Modeling, Dashboards)
- SQL + Excel (Data Sources)
- DAX Studio (Performance Optimization)
- ETL & Data Cleaning with Power Query
- Data Modeling & Relationship Building
- KPI Development with DAX
- Dashboard Storytelling & Business Reporting
- Performance Tuning & User Adoption
This project demonstrates how Power BI can transform raw data into actionable business insights, enabling companies like AtliQ Hardware to:
- Identify cost-cutting opportunities
- Discover new market growth potential
- Provide executives with a single source of truth for decision-making
💡 “If you’d like to interact with the live Power BI dashboard or explore my other projects, check out my portfolio 👉 Portfolio