This project is part of a data analysis challenge by Codebasics aimed at helping AtliQ Mart, a prominent FMCG retail chain in southern India, analyze the effectiveness of its promotional campaigns during Diwali 2023 and Sankranti 2024.
As a data analyst, I was tasked to deliver actionable insights directly to the Sales Director by analyzing sales data across stores, campaigns, products, and promotion types.
- Identify the top/bottom performing stores based on promotional uplift.
- Compare the effectiveness of various promotion types (Discounts, BOGOF, Cashback).
- Analyze the performance of product categories and specific SKUs.
- Assist decision-making for future campaigns with data-backed insights.
The project utilizes four key datasets:
| File Name | Description |
|---|---|
fact_events.csv |
Sales events including pre- and post-promotion sales |
dim_campaigns.csv |
Metadata about campaign names and dates |
dim_products.csv |
Product information including category |
dim_stores.csv |
Store and city-level information |
- Top 10 stores by Incremental Revenue (IR)
- Bottom 10 stores by Incremental Sold Units (ISU)
- Store-wise performance trends across major cities
- Cashback and BOGOF outperformed high-percentage discounts
- 25% OFF and 50% OFF yielded minimal or negative uplift
- Cashback struck the best balance between revenue and units sold
- Grocery & Staples and Combo Packs showed strong positive response
- Product-level breakdown reveals best and worst performing SKUs
ISU= Incremental Sold UnitsIR= Incremental Revenue- % Increase in Units Sold
- Revenue Per Unit
- Promotion Margin Impact (Derived where applicable)
- Cashback promotions drive the highest revenue and healthy margins.
- BOGOF offers significantly boost unit sales, especially in commodity categories.
- Focus promotions on combo packs and home/grocery essentials.
- Replicate strategies from top-performing stores in cities like Mysuru & Bengaluru.
- Avoid over-reliance on high discounts; they may erode margins without driving volume.
- Power BI – Data modeling, DAX, interactive dashboards
- SQL (assumed) – For ad-hoc queries and metrics preparation
- FMCG Analytics – Domain knowledge applied for actionable interpretation
- Data Storytelling – Delivered via clear visual narratives and KPIs
Rohanur Rahman
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