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You work at INS Cycles, a company that manufactures and sells bicycles and accessories. As a business user, you are seeking insights across key functions—including sales, production, purchasing, HR, finance, inventory, and CRM.
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What insights would you like to know today?
You
Not Sure?
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Alright, Let’s warm up before we play. Take a look at what Mercy, Alexander, Victor, and Margot have asked for.
Which sales territories have seen the highest growth in reseller sales volume compared to the previous year?
Key Insights:
  • 2011 was a breakthrough year for US domestic markets, with Central, Northeast, and Northwest territories experiencing explosive growth rates of over 4,000%, indicating these regions successfully transitioned from minimal reseller presence to substantial sales operations
  • Growth momentum naturally slowed but remained strong through 2012-2013, as territories matured from their initial explosive phase into more sustainable double and triple-digit growth rates, suggesting the business model gained solid traction across markets
  • Some high-performing territories hit growth plateaus by 2013, with Northeast and Southwest actually declining 9% and 17% respectively, signaling these markets may be reaching saturation and require new strategies to reignite growth
# Sales Territory / Region Calendar Year Total Volume Previous Year Volume Growth Rate
1 Central 2011 3352 40 8280
2 Northeast 2011 2986 51 5754.901960784313
3 Northwest 2011 4116 95 4232.631578947368
4 Australia 2013 4824 124 3790.322580645161
5 Southwest 2011 6978 238 2831.932773109243
6 Canada 2011 6462 226 2759.29203539823
7 Southeast 2011 3957 170 2227.647058823529
8 United Kingdom 2012 4555 288 1481.597222222222
9 France 2012 4372 433 909.699769053117
10 Germany 2013 6624 756 776.190476190476
11 Southwest 2012 21690 6978 210.834049871023
12 Northeast 2012 8772 2986 193.770931011386
13 Canada 2012 16877 6462 161.173011451562
14 Northwest 2012 9396 4116 128.279883381924
15 Central 2012 7560 3352 125.536992840095
16 France 2013 9543 4372 118.27538883806
17 United Kingdom 2013 8350 4555 83.315038419319
18 Southeast 2012 7226 3957 82.613090725296
19 Northwest 2013 14176 9396 50.872711792252
20 Central 2013 8521 7560 12.71164021164
21 Canada 2013 18196 16877 7.815370030218
22 Southeast 2013 7483 7226 3.556601162468
23 Northeast 2013 8007 8772 -8.720930232558
24 Southwest 2013 17934 21690 -17.316735822959
SELECT pc.EnglishProductCategoryName, d.CalendarYear, SUM(fis.SalesAmount) AS TotalSalesRevenue
FROM [dbo].[FactInternetSales] fis
JOIN [dbo].[DimProduct] p ON fis.ProductKey = p.ProductKey
JOIN [dbo].[DimProductSubcategory] ps ON p.ProductSubcategoryKey = ps.ProductSubcategoryKey
JOIN [dbo].[DimProductCategory] pc ON ps.ProductCategoryKey = pc.ProductCategoryKey
JOIN [dbo].[DimDate] d ON fis.OrderDateKey = d.DateKey
GROUP BY pc.EnglishProductCategoryName, d.CalendarYear
ORDER BY pc.EnglishProductCategoryName, d.CalendarYear;
How did each promotion impact revenue in different sales territories?
Key Insights:
  • Australia dominates revenue generation across all promotion strategies, leading with 8.5 Minnon − promotional sales and 608K in volume discount sales, suggesting this market has the strongest customer base and should be prioritized for future promotional investments
  • Volume discounts significantly outperform product-specific promotions, generating hundreds of thousands in revenue compared to touring promotions that only yield thousands, indicating customers respond much better to broad discount offers than targeted product campaigns
  • US domestic markets (Central, Northeast, Southeast) show extremely weak promotional performance with revenue in the low thousands or even single digits, revealing a major opportunity gap that requires immediate attention to understand why these regions aren't responding to promotional efforts
# EnglishPromotionName SalesTerritoryRegion TotalRevenue
1 No Discount Australia 8451842.8894
2 No Discount Southwest 5356519.7734
3 No Discount Northwest 3386945.8844
4 No Discount United Kingdom 3128500.6877
5 No Discount Germany 2660485.3742
6 No Discount France 2448737.1413
7 No Discount Canada 1853350.0447
8 No Discount Southeast 12236.5596
9 No Discount Northeast 6530.1782
10 No Discount Central 2458.5496
11 Touring-1000 Promotion Southwest 9536.28
12 Touring-1000 Promotion Canada 7152.21
13 Touring-1000 Promotion France 4768.14
14 Touring-1000 Promotion Northwest 4768.14
15 Touring-1000 Promotion United Kingdom 2384.07
16 Touring-1000 Promotion Germany 2384.07
17 Touring-3000 Promotion France 3711.75
18 Touring-3000 Promotion Canada 2969.4
19 Touring-3000 Promotion Germany 2227.05
20 Touring-3000 Promotion Northwest 2227.05
21 Touring-3000 Promotion United Kingdom 1484.7
22 Touring-3000 Promotion Australia 1484.7
23 Touring-3000 Promotion Southwest 742.35
24 Volume Discount 11 to 14 Australia 607672.995
25 Volume Discount 11 to 14 Southwest 351352.4088
26 Volume Discount 11 to 14 United Kingdom 259342.7532
27 Volume Discount 11 to 14 Northwest 255925.4768
28 Volume Discount 11 to 14 Germany 229215.844
29 Volume Discount 11 to 14 France 186800.683
30 Volume Discount 11 to 14 Canada 607672.995
31 Volume Discount 11 to 14 Central 542.28
32 Volume Discount 11 to 14 Northeast 2.29
33 Volume Discount 11 to 14 Southeast 2.29
SELECT p.EnglishPromotionName,
    st.SalesTerritoryRegion,
    SUM(fis.SalesAmount) AS TotalRevenue
FROM [dbo].[FactInternetSales] fis
JOIN [dbo].[DimPromotion] p ON fis.PromotionKey = p.PromotionKey
JOIN [dbo].[DimSalesTerritory] st ON fis.SalesTerritoryKey = st.SalesTerritoryKey
GROUP BY p.EnglishPromotionName, st.SalesTerritoryRegion
ORDER BY p.EnglishPromotionName, TotalRevenue DESC;
Which product categories generate high sales revenue but have relatively low average unit prices?
Key Insights:
  • Accessories represent a high-volume, low-margin goldmine - Despite having the lowest average unit price at just 19 ,accessories still generate substantialre venue of 19, accessories stillgenerate substantial revenue of 700K, indicating extremely high sales volumes and suggesting strong customer demand for complementary products
  • Bikes dominate through premium pricing strategy - While bikes have the highest average unit price at 1,862, they generate the vast majority of total venue ( 1,862, they generate the vast majority of total revenue(28.3M), demonstrating that customers are willing to pay premium prices for core products, making this the most profitable category per unit sold
  • Clothing sits in the middle ground with untapped potential - With moderate unit prices around 37 and the lowest totale venue at 37 and the lowest total revenue at 340K, clothing appears to be underperforming relative to accessories, suggesting an opportunity to either increase volume through better marketing or raise prices to improve profitability per item
# EnglishProductCategotyName TotalRevenue AvgUnitPrice
1 Bikes 28318144.6507 1862.4231
2 Accessories 700759.96 19.4159
3 Clothing 339772.61 37.3335
SELECT pc.EnglishProductCategoryName,
    SUM(fis.SalesAmount) AS TotalRevenue,
    AVG(fis.UnitPrice) AS AvgUnitPrice
FROM [dbo].[FactInternetSales] fis
JOIN [dbo].[DimProduct] p ON fis.ProductKey = p.ProductKey
JOIN [dbo].[DimProductSubcategory] ps ON p.ProductSubcategoryKey = ps.ProductSubcategoryKey
JOIN [dbo].[DimProductCategory] pc ON ps.ProductCategoryKey = pc.ProductCategoryKey
GROUP BY pc.EnglishProductCategoryName
ORDER BY TotalRevenue DESC, AvgUnitPrice ASC;
Which product categories generate the highest sales revenue and how do their sales patterns compare over time?
Key Insights:
  • Bikes dominate as the primary revenue driver, generating over 15 million in 2013 compared to under 700,000 for Accessories in the same peak year, indicating this business should prioritize bike inventory, marketing, and customer experience as its core profit center
  • All three product categories experienced dramatic revenue spikes in 2013 followed by steep declines in 2014, suggesting either a one-time market event, successful promotional campaign, or potential data anomaly that requires investigation to understand whether this pattern can be replicated or avoided
  • Accessories and Clothing show similar volatile patterns with extremely low baseline sales but occasional breakthrough years, presenting an opportunity to analyze what drove the 2013 success in these categories to develop more consistent growth strategies for non-bike products
# EnglishProductCategoryName CalendarYear TotalSalesRevenue
1 Accessories 2012 2147.08
2 Accessories 2013 668241.53
3 Accessories 2014 30371.35
4 Bikes 2010 43421.0364
5 Bikes 2011 7075525.9291
6 Bikes 2012 5839695.3252
SELECT pc.EnglishProductCategoryName,
    d.CalendarYear,
    SUM(fis.SalesAmount) AS TotalSalesRevenue
FROM [dbo].[FactInternetSales] fis
JOIN [dbo].[DimProduct] p ON fis.ProductKey = p.ProductKey
JOIN [dbo].[DimProductSubcategory] ps ON p.ProductSubcategoryKey = ps.ProductSubcategoryKey
JOIN [dbo].[DimProductCategory] pc ON ps.ProductCategoryKey = pc.ProductCategoryKey
JOIN [dbo].[DimDate] d ON fis.OrderDateKey = d.DateKey
GROUP BY pc.EnglishProductCategoryName, d.CalendarYear
ORDER BY pc.EnglishProductCategoryName, d.CalendarYear;
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