// High-level KPIs and business performance summary
// Geometry of data — shape, center, spread, and skewness
// Unmasking noise vs. signal — suspects and insights
| Order ID | Customer | Product | Quantity | Total Price | Status | Verdict |
|---|
Outliers that are data entry mistakes, typos, or format corruptions. In this dataset, 0 orders fall below the lower bound ($-1,341), meaning no suspiciously low values exist. All outliers are on the upper end.
All 8 outliers are orders with Quantity = 5 and high unit prices (>$650). These are VIP bulk purchases. Action: Target these customers with loyalty programs — they represent disproportionate revenue value.
// Temporal patterns, seasonality, and growth trajectories
// Mapping variable relationships — correlation ≠ causation
UnitPrice and TotalPrice have the strongest correlation (r=0.717), which is mathematically expected since TotalPrice = Quantity × UnitPrice. Quantity also strongly predicts TotalPrice (r=0.615). However, UnitPrice and Quantity are nearly uncorrelated (r=0.015) — customers buying more units are NOT necessarily buying cheaper products. A hidden variable like product category or buyer segment likely explains bulk purchase behavior. Always investigate before drawing causal conclusions.
// The verdict — synthesized intelligence for decision-making
Revenue peaked in Jun 2024 ($68,069) with a consistent Q2 spike pattern across all years. Monthly revenue fluctuates between ~$28K–$68K with no clear growth trend — the business is volatile but stable. Chair and Printer tie for highest revenue at ~$195K each.
Average items in cart is 5.5, suggesting browsing behavior before purchase. Quantity per order clusters at 1–2 units for 41% of orders. Instagram drives 21.6% of all orders — the highest of any channel. Nearly all customers are unique (1,189 of 1,200), indicating low repeat purchase rate.
All 7 products perform within ±10% of each other in revenue — no single product dominates. Phone has the highest average unit price ($375) while Desk is lowest ($330). Printer leads in order count (181), making it a high-volume, competitive SKU.
20.8% cancellation rate (250 orders) and 20.6% return rate (247 orders) together mean ~41% of orders never generate net revenue. This is a critical operational risk. Combined with right-skewed revenue distribution, standard average-based metrics overstate performance for most customers.