Decision Intelligence for E-commerce

From Insights to Action

This project demonstrates how data, analytics, and cloud technologies can support executive decision-making in e-commerce environments.

Instead of building dashboards focused only on metrics, this project focuses on decision intelligence: transforming data into actionable business recommendations.

The solution combines AWS, SQL, and Power BI to simulate a real- world analytics ecosystem with governance, security, and business impact in mind.

Business Problem

E-commerce companies generate large amounts of data every day, but many organizations still struggle to transform insigths into business decisions.

This project simulates how an executive team can use data to:

• prioritize products and categories
• optimize marketing campaigns
• identify customer behavior patterns
• improve conversion and retention
• detect revenue and margin risks

The focus is not only analytics, but decision-making.

Business Questions

This project aims to answer key executive questions such as:

• Which products and categories should be prioritized?
• Which customer segments generate the highest value?
• Which campaings should be scaled or paused?
• Where are the main conversion bottlenecks?
• Which indicators represent business risk or opportunity?

Solution Architecture

The project uses a modern analytics architecture based on AWS and Power BI.

Components

• Amazon S3 --> data lake storage
• AWS Glue --> metadata catalog
• Amazon Athena --> SQL analytics layer
• Power BI --> executive decision dashboard
• AWS IAM --> access control
• AWS KMS --> encryption and security

Security & Governance

Security and governance are integrated into the solution design.

Security Controls

• Private S3 buckets
• Encryption at rest
• IAM role-based access
• Auditability and traceability
• Least privilege principle

Governance Principles

• Separation of raw, processed, and curated data
• Metadata managment
• Data quality validation
• Business-oriented KPIs

Executive Dashboard Vision

The dashboard is designed for business leaders, not only analysts.

The objective is to support:

• strategic prioritization
• commercial decision-making
• campaing optimization
• customer intelligence
• revenue and margin analysis

The dashboard focuses on actionable insigths instead of isolated KPIs.

Tools & Technologies

• AWS S3
• AWS Glue
• AWS Amazon Athena
• Power BI
• SQL
• Python

Project Roadmap

• Define business case
• Desing data model
• Build AWS architecture
• Create SQL analytics layer
• Develop Power BI executive dashboard
• Implement governance and security controls
• Publish insights and recommendations