E-commerce marketplace data analysis

Developed a comprehensive Power BI dashboard to analyze transaction data from a multi-category

marketplace, identifying key drivers of churn and net-negative profitability.

• Identified "The Discount Trap": Discovered a strong correlation between deep discounting (70%) and

high immediate churn. Proposed a discount ceiling of 50% to improve long-term Customer Lifetime

Value (CLV).

• Optimized Product Mix: Isolated "Profit Killers" in the Furniture category (Tables/Bookcases) where

shipping overhead and aggressive pricing led to negative margins.

• Strategic Recommendation: Devised a "Lead with Tech, Follow with Supplies" retargeting strategy to

leverage high-revenue electronics for acquisition and high-margin office supplies for retention.