Welcome back everyone, today I will be going over my tableau dashboard that I have created using my Sephora Website Dataset. This was created to get a better insight on how Sephora could use the information gathered from their website to potentially make marketing and sales decisions. This dashboard also shows how a product’s loves and ratings are related.
Below is an overview of my dashboard:
In my dashboard I have created 4 interactive charts based off of Sephora’s products listed on their website. If you wanted to take a better look at each individual chart I have created a navigation feature to take you to a larger version.
Below you can see that by clicking on the appropriate icon that is highlighted with my mouse, it will take you to that sheet. For example, if I wanted to see the top performing categories based on loves and average discount price this is what I would click:
The next piece of my dashboard is how the charts itself are interactive. In the following images we can see how by filtering the graph by whether the product has a marketing flag or not completely changes the ranking and amount of loves. As we can see below the Sephora Collection has the most amount of loves and also the highest amount of products that contain marketing flags. A key takeaway from this could be that Sephora is doing a great job marketing their own collection and they should continue to do so because the loves indicate people like the products.
On the other hand when filtering the top brands and products with no marketing flags we can see Anastasia Beverly Hills clearly does not need marketing flags because they are a top performing brand and they don’t need the marketing flags to have high amounts of loves.
When looking at the top performing category with the highest rating at Sephora we can see that it has a 5.0 rating and that it falls into Sephora’s collection with no discounts, 4,600 loves, and contains a marketing flag. The three graphs interact with each other to show multiple facets of the product.
One of the last graphs shows the bottom 10 brands based off of loves and shows in comparison their average ratings. These graphs show whether or not we should maybe drop a brand if they are underperforming.
As we can see here the lowest performing brand based on loves has a high average rating but no discounts. This can indicate that maybe Sephora should make some changes and start marketing those products better to try to increase sales and loves, thereby exposing more people to the brand. If the brand has a low amount of loves and a low rating we could maybe consider dropping the brand and products all together.
As we can see above based on loves and discounts Cologne Gift Sets have the highest of both. This can be a little surprising because when you think of Sephora you think of actual makeup not necessarily cologne. Some insight on this would be is that a lot of people go to Sephora to shop for gifts and when looking for gifts people look for the most amount of stuff for the cheapest price. Cologne gift sets would be the perfect option because normally gift sets at Sephora are discounted. This would make sense as to why it has a high amount of loves and the highest discounted prices.
As we can see in this chart on the lowest rated category out of the top 10 with an average rating of 4.4 there is only a $0.76 average discount in that category, yet this is still in Sephora’s brand and has a marketing flag.
A few important takeaways are that Sephora needs to keep doing what they have been because based off of loves and ratings, consumers seem to love their stuff. For the lower rated products based off of loves I think they just need more marketing because they seem to have high ratings on their products, they just need an extra push. In terms of most loved products based off of loves and average discount prices the gift sets seem to be well liked, so they should not stop producing those. Sephora’s highest rated products seem to be tools themselves, so they should maybe increase production in makeup tools because on that chart 4 out of the 10 categories are makeup tools.
These charts and graphs are important to create and understand because as a business in the cosmetics industry we need to listen to the consumers. If brands have low ratings maybe we should consider discontinuing the product, if a certain brand has a low amount of loves but high ratings, what can we do to promote the product more. These are important questions that can be found and answered by creating charts like these.
Thank you for following along!!!
NicoleMISY262 