Tools: SQL, Power BI

Dashboard Link: Live Dashboard Here

GitHub Link: Check SQL Queries, and more from here

View Data Schema: Data Schema

Note: After clicking on Live Dashboard, please select the “Fit to Page” or “Full Screen Mode” option on the live screen so that the dashboard can adjust according to your desktop or laptop system.

Overview:

This is an end-to-end Product Analytics project/solution. It focuses on the entire pipeline for product analytics, including the Main Executive Overview, Revenue Analysis, Customer Analysis, and Cohort & Product Analysis.

It includes the creation of the data schema (check above), converting the business problem into KPIs, metrics, and relevant solutions, SQL queries to clean, pre-process, transform, and EDA on data, along with View generation for dashboard building.

It also involves comprehensive data modeling in a BI tool (Power BI) to build a detailed yet simple dashboard for leadership and stakeholders to make informed data-driven decisions. It also includes features such as customized tooltips for better explanation of visuals and KPIs, along with what they represent.

Situation

Analyzing and monitoring each aspect of a SaaS startup is a bit challenging if you don’t have a centralized solution that is tailored to each aspect. The SaaS startup didn’t have a comprehensive yet tailored solution to track their product performance, customer behavior, and revenue-related data.

Task

I was tasked with creating a Product Analytics Dashboard involving multiple report pages, such as Executive Report, Revenue Report, Customer Analytics Report, and Product Analytics Report. The goal was to track and analyze each aspect in a tailored and comprehensive manner to get the best insight possible to grow our startup.

Action

I collaborated with the relevant teams, including product, growth, and more, to understand their problems, pain-points, and their objective and decisions they want to make.

Then, I cleaned and preprocessed the data in SQL and conducted EDA to understand patterns in the data.

After that, I connected SQL with Power BI to build tailored report pages, including Executive Report, Revenue Report, Customer Analytics Report, and Product Analytics Report.

Included relevant KPIs, Metrics, and Visuals along with relevant slicers to see granular data according to need.

Result

The dashboard was developed on time, focusing on key metrics and KPIs relevant to each report page scope.

It demonstrated how each product, segment, industry, and country is performing in terms of product usage, revenue, customer behavior, and so much more.

It also pointed out prompt actionable insights, such as upcoming renewals, so that the team can reach out to them.

Some Quantifiable Achievement

• Identified a +79.38% YoY growth in MRR (July 25 vs July 24), enabling leadership to double down on Analytics Pro (a product), which contributes 58.39% of total revenue.
• Tracked churned revenue by industry, revealing $50K losses in Retail. This led to targeted retention efforts, contributing to an overall NRR of 133% and a churn rate of just 2.40% YTD.
• Exposed that Enterprise customers drive 51% of the total active base (463 out of 910), guiding sales to prioritize Enterprise & Large Mid-Market, which together contribute $284K in revenue.
• Monitored 88.6% seat utilization and 960 auto-renewals (~90% of subscriptions), ensuring upsell opportunities and preventing revenue leakage from unused licenses.
• Dashboard highlighted 45.31% feature adoption and low mobile usage (Web: 56.97% vs iOS: 32.49% & Android: 28.37%), which guided the product to focus on improving mobile engagement, boosting long-term stickiness.