Sales Report For Executives

Mathew Jacob Kavalam March 15, 2026

Sales Report for the executives of a online shop cum supplier of sports goods. Uses AdventureWorks dataset from Microsoft©.

Business need was to create a decision making support system by answering the following questions:

Which days have the most sales in a month?
Which country/region is the company seeing most success?
Which product category and reseller business types are seeing most growth?
Which months have sales as per order date lower than sales that are due in a month?

Data modelling is based on star schema. Intutive filtering for report users and is optimal in terms of performance and extensibility.

Ralph Kimball and Margy Ross, The Data Warehouse Toolkit: The Complete Guide to Dimensional Modeling is a great read on this very foundational concept.

Sales is the central table with the sales figures(Fact table) to which the categorical filter value tables(Dimension tables) are related to.

Report designing was based upon maximizing effectiveness and insights discovery speed of the reports and their visuals.

Executive summary which focuses on- key metrics such as sales and growth year over year.
Contrasts success across location, product category and selling channel.

Sales trend insights- shows sesonality, spikes and general trend.

Clear signposting of extreme events- days with max and min sales.

Demand compared to fullfillment- supports decision making on production scheduling of the production function.

Those who fail to learn from the past is bound to repeat it!
Future is a mystery the best we can do is to take informed guesses!

Data story telling using this report enables the retailer to take data driven decision on where and who to focus their promotions and sales force. They will be able to find product categories that requires innovation and more focus.