Ultimate Sales Dashboard

-Nitin Rungta

Click on the bars and see the data change accordingly.

Cool Features on the Dashboard

2. On the extreme right there is a black bar/thick line. It’s very modern. Clicking on it will remove all the applied filters.

  1. Clicking on the ‘hamburger’ icon (top left) opens up more icons which can take you to multiple pages in the dashboard. The Dashboard is big!!

Table of Contents

Management View

Definition of Management View

Management View is one-stop-summary for your top level KPIs

Analysing the KPIs

  1. The Previous Year comparison figure itself is enough to tell if the business is headed towards growth or loss
  1. The gauge chart changes color when it is over/below/ near the previous year’s value

List of all KPIs

  1. Sum/Count of all time Invoices, Customers, Sales
  2. Sum/Count of all Current Year Invoices, Customers, Sales
  3. Vs Previous Year % compared to current year Invoices, Customers, Sales
  4. Sales by Location on Map
  5. Sales by Country
  6. Sales by Category

7. Top 5 customers
8. Top 5 Items
9. Sales by Customer Type
10. Sales by Months of Current and Previous Year
11. Trend display of sales in chronological order. (Date, MMYY, QQYY, Year)
12. Filters by date, month, quarter, year, customer, type, item, category

Sales View - Customer

Definition of Sales View - Customer

The positive and negative impacting customers are only focused here. This analysis directly makes you reach the decision stage based on, “which customers the focus should be increased.”

Analysing the KPIs

  1. The charts ‘Top Customers All time’ and ‘Top Customer Current Year’ needs to be seen together. This is a rolling 12-month chart, hence the true impact and horizon from the value a customer is bringing in is being truly considered.
    This chart shows how a customer is climbing up or falling with the business value they are bringing in for you.
    • Eg 1 – Best Buy customer was 4th all time but this current year it is being able to bring in more business. It has climbed two ranks and is now ranked 2nd this year. 
    • Eg 2 – Walmart Canada and Walmart USA are doing good but their relative value compared to Best Buy has gone down.
 2. Losing greater than -20% vs previous year. The title speaks for itself. These are the customers who were getting you good value but they have fallen by greater than 20%. Thanks, to this chart, it makes them very easy to spot.

We need to call these customers up and ask them, “What can we do to fix it?” We need to further dive into their market area and items they were selling and see if our focus has shifted.

3. Gaining greater than 20% vs the previous year – There is something good with these customers, we need to learn what is really driving them up. 

4. New customers with greater than $10k in sales – Certainly, we need to adapt more of these driving factors from these new customers.

These charts itself is enough to take a decision, ie, to instruct your sales team to go after these customers and get things done right.

List of all KPIs

  1. Top 10 Customers Current Year (Rolling 12-month period)
  2. Top 10 Customers All-time
  3. Customers that are Losing Sales by <-20% vs Previous Year

4. Customers that are Growing Sales by >20% vs Previous Year
5. Lost Customers with >$5k Sales
New Customer with >$10k Sales

Sales View - Item

Same features from Sales View – Customer page above applied on Item Level

Customer Lifetime Value - CLV

Definition of Customer Lifetime Value - CLV

The total value or revenue a customer has brought in the business since Day 1. The higher the number; the more valuable the customer for our business.

Analysing the KPIs

  1. Average Customer Value – The average Revenue a Customer brings in their entire lifetime.
    = Total Revenue / Total Customer Count
  2. Average Order Value – The average Revenue per order a Customer brings in their entire lifetime.
    = Total Revenue / Total Order Count
  3. Average Order Days – The frequency or average number of days between orders from a customer.
  4. Retention Rate % – Most important KPI. The number of customers the business has held and maintained till now. 
    Another way of looking at it is the number of customers who have ordered more than once.
  5. Average Lifespan (Days) – The average days a customer has been with us till now.
    = Sum of days from last order date to first order date / Total Customers
  6. The table answers many hidden questions. It is very obvious to put the descending sorting at Sales and rank the customers.
    Try putting the sort at Days Since Last Order. Whole new story!!
    Now you can look at the customers who were high in Sales but have stopped doing business with you. Call them up right now and beg them that we are going to do everything to make things right.
  7. Filters – You can additionally filter the customers who should have a minimum number of invoices or customers who haven’t ordered within the time period you choose. 

Detailed view of each customer

• First Order Date
• Last Order Date
• Days Since Last Order
• Customer Lifetime
• Revenue
• Average Order Value
• Average Days Taken for Reorder
• Number of Orders
• Number of Different Products Sold
• Quantity Sold

List of all KPIs

  1. Total Count of Customers
  2. Average Value of Each Customer
  3. Average Value of Each Invoice
  4. Average Days Between Orders by Each Customer
  5. Retention Rate % – Customers ordering more than ones
  6. Customer Lifetime (Days)
  7. First Order Date
  8. Last Order Date

9. Days Since Last Order
10. Customer Lifetime Value / Sales – Revenue per customer
11. Count of Orders
12. Count of Total Items/products orders
13. Count of number of quantities ordered
14. Filter by Customer, Category, Item
15. Filter by Invoices
16. Filter by Days Since Last Order

Individual Client File

Definition of Individual Client File

A Resume file of a customer with all the relevant data related to the customer.

Analysing the KPIs

  1. There are filters on the right to choose one customer at a time and analyse them
  2. The pie chart on the left, ie, around the customer’s name. It represents how much of the target has been achieved compared to the actual sales. 
  3. All the charts center around one particular customer.

List of all KPIs

  1. Customer Name
  2. Customer Lifetime Value/Sales
  3. Customer Current Year Sales
  4. Customer Sales vs PY%
  5. First Order Date
  6. Last Order Date


 7. Invoices
 8. Average Order Value
 9. Customer Lifetime Days
10. Days Since Last Order
11. Average Order Days
12. Ship Address City



13. Chronological Line Chart of Sales by Data, MMYY, QQYY, Year
14. DIY Table Chart of deep-drill into Sales and Category with  Comparison of Previous Year’s Sales
15. Customer Sales by Item Chart 
16. Customer Sales by Item Category
17. Guage Chart of Comparison between Sales of the Previous Year and the Current Year. Conditional Formatting on Colors
18. Filter by Chosen Customer, Date, and Item Categories

Individual Item File

Same as the Individual client file above, applied on the item level.

Variance Analysis

Definition of Variance Analysis

Analysing the movement of business metrics with respect to time. This is an important Controlling function of management.
Track the Variances that drive or impact the business. The factors can be seen at the Customer level, item level, or any level that the business tracks data.

The first tool a Financial Analyst needs is the Variance Analysis of your business. 
It involves Budgeting, Forecasting and Reporting of the Actual Data

Analysing the KPIs

  1. The white chart on the left gives detail of the Month. And the total sales in the month. If you have budget data, it can also be added
  2. When the month is active, the chart in red will show the Previous Year Sales, and Same Time Previous Year Sales(MTD)
  3. The colors will change from red to green, if we are above the targets
  4. Actual Daily Sales Required breaks down the Monthly Sales Budget at a daily level.
  5. Daily Variance and Daily Sales is the daily speed that we need to accelerate in our sales to achieve our monthly Budget.

List of all KPIs

  1. Current Month
  2. Days in Current Month
  3. Days Passed in Current Month
  4. Actual Sales MTD
  5. Actual Daily Sales
  6. Previous Year Current Month Sales
  7. Previous Year Sales (Same time)

8. vs PY Sales%
9. Actual Daily Sales Required
10. Daily Variance
11. Conditional Colored Charts
12. DIY Filters of Year, Month, Item….
13. Table Chart
14. Monthly Sales Bar Chart

World Map

Analysing the KPIs

  1. The bigger the bubble the greater the sales numbers
  2. Zoom in the map

List of all KPIs

  1. World Map

2. Filters


Definition of Seasonality

Seasonality is the anomalies in our Business Calendar that booms up our sales during certain periods. Spotting our seasonal behavior can help us in better preparing our inventory to take full advantage of it.

Analysing the KPIs

  1. Revenue Share % tracks the percentage of any available data.
    Eg – If I select Monday, the percentage shows 25%, which means 1/4 th of sales happens on Monday as compared to other 6 days.
  2. Analysing which day of the month gets our most sale. (1 to 31 days)
  3. Analysing which day of the week gets our most sale. (Monday to Sunday)
  4.  Month analysis

List of all KPIs

  1. Revenue Share % – Card
  2. Sales by Month Days
  3. Sales by Week Days

4. Sales by Month
5. Sales by Item
6. All Relevant Filters

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