AtliQ Hardware was growing fast — revenue up 303% — but losing ground in Latin America, facing intensifying competition from Dell in core markets, and making critical decisions on data that was already a week old. Leadership needed one platform that could tell them everything. This is that platform.
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These are not hypothetical insights. These are findings that emerged directly from the data — the kind that change strategic decisions:
- $522M in operational expense is consuming 100% of Gross Margin — Net Sales grew 303% but Net Profit is still -11.64%. Revenue is not the problem. Cost structure is.
- AtliQ doubled its PC market share from 5.9% to 9.9% in 5 years — gaining ground against Dell, BP and Innovo while the overall market stayed flat
- LATAM contributed just 0.4% of global revenue — far below the anticipated growth targets that triggered this entire project
- AtliQ Exclusive customers generate 45.67% Gross Margin vs 34.87% average — a premium channel being significantly under-invested
- Supply Chain is chronically under-forecasting — Net Error of -$2M, with Peripherals and Accessories carrying OOS risk that threatens $1Bn+ in potential revenue
- 71.1% of revenue flows through Retailers — a channel concentration that compresses margins and creates negotiation vulnerability
AtliQ Hardware sells PCs, peripherals and accessories across APAC, EU, North America and Latin America through retailers, distributors and direct channels.
By late 2021, two problems were converging:
Externally — the LATAM market was not delivering the anticipated growth. Dell was intensifying competitive pressure in existing markets. Market share was under threat.
Internally — Finance, Sales, Marketing and Supply Chain were each working in separate Excel files. By the time a report reached leadership, the data was already a week old. There was no way to benchmark performance across regions, no way to spot a Gross Margin decline before it became a crisis, no way to answer: which customer is most profitable this quarter?
Management assigned a Product Owner to lead the response. The Product Owner onboarded a two-person analyst team and initiated the project formally:
- 📋 Project Charter issued — aligning scope, objectives and stakeholder expectations
- 💬 Microsoft Teams channel set up — Product Owner, Senior DA (Lead) and DA (myself)
- 🖼️ Mockups created per view — signed off before any build began
- 🔄 Stakeholder review rounds — feedback incorporated iteratively throughout the build
The result: Business Insight 360 — five views, every stakeholder covered, one platform.
| View | Built For | Core Question Answered |
|---|---|---|
| 💰 Finance | CFO, Finance Team | Are we ahead or behind on P&L — and why? |
| 🤝 Sales | Sales Director, Account Managers | Which customers and products are making us money? |
| 📣 Marketing | Marketing Manager, Product Team | Which segments and markets are actually profitable? |
| 🚛 Supply Chain | SC Manager, Procurement | Are we forecasting correctly — and where is the risk? |
| 🏆 Executive | CEO, Board | What is the one-page view of our entire business? |
The full P&L statement from Gross Sales to Net Profit % — benchmarkable against Last Year or Target with a single toggle. The step-line trend chart shows exactly when revenue changed, not a misleading smooth curve. Field Parameters enable drill-through from Region → Market → Product in one visual.
Before this dashboard: assembling the P&L took hours across multiple Excel files. Now: 3 seconds.
A performance scatter matrix plots every customer by Net Sales vs Gross Margin % — ideal customers sit top-right. The Customer ↔ Product toggle is built with Field Parameters — one table, two dimensions, zero duplication. GM% inline data bars let the Sales team scan profitability at a glance without reading every number.
Before this dashboard: no one knew AtliQ Exclusive was generating 11 percentage points more margin than average. Now: it's the first thing you see.
Two toggle techniques on one page: a Bookmark button swaps the scatter chart Y-axis between NP% and GM%, and a Selection Pane + Grouping toggle switches the table between Segment and Market. Conditional formatting on ΔNP% fires red bars on any segment declining vs benchmark — instant visual alert, no reading required.
The grouping technique was critical here — without it, repositioning visuals broke the bookmarks. A real-world problem with a real-world fix.
Forecast Accuracy %, Net Error and Absolute Error KPIs — each with Last Year comparison and directional arrow. Net Error bars are colour-coded: gold for over-forecast, red for under-forecast. Every customer and product segment is flagged EI (Excess Inventory) or OOS (Out of Stock risk) — directly driving replenishment decisions.
This view is the most operationally actionable page in the dashboard. A Supply Chain Manager can open it on Monday morning and know exactly where to focus.
Four KPI cards with embedded sparklines — value, benchmark delta and trend direction in one card. The PC market share trend shows AtliQ's 5-year growth story against four named competitors. A Revenue toggle switches between Division and Channel splits. The Sub-Region scorecard gives the CEO a global view across 7 regions in one table.
Previously this view required pulling from five different sources. Now it refreshes automatically.
MySQL Database → Power BI (Direct Connection)
↓
Power Query (Transform & Clean)
↓
Star Schema Data Model
↓
DAX Measures (50+)
↓
Power BI Service (Published & Live)
Two fact tables (fact_actuals_estimates, fact_forecast_monthly) connected to dimension tables (dim_customer, dim_product, dim_market, dim_date) via primary and foreign keys. Support tables (P&L Rows/Columns, NsGm Target, Set BM) power the dynamic P&L layout and benchmark toggle logic.
Full documented code in dax/measures.md
| Category | Measures |
|---|---|
| Revenue | Gross Sales, Net Invoice Sales, Net Sales $, Revenue Contribution % |
| Profitability | Gross Margin |
| Supply Chain | Forecast Accuracy %, Net Error, Absolute Error, Risk Classification |
| Benchmarking | vs LY (CALCULATE), vs Target, Chg $, Chg % (DIVIDE) |
| Technique | Where | Why It Was Needed |
|---|---|---|
| Field Parameters | Finance, Sales, Marketing | Stakeholder requested one table to switch between Customer and Product — no duplication |
| Bookmarks + Buttons | Sales, Marketing, Executive | Toggle between two visuals with a single button click |
| Selection Pane + Grouping | Marketing | Grouping preserved bookmark integrity when visuals were repositioned |
| Step-Line Charts | Finance, Supply Chain | Accurately shows when values changed — smooth curves imply gradual shifts that didn't happen |
| Conditional Formatting | All views | Instant risk signals — red always means problem, green always means positive |
| Sparklines in KPI Cards | Executive | Trend direction alongside the headline number — context the CEO needs |
| Dynamic P&L via Support Tables | Finance | P&L layout fully configurable without rebuilding the visual |
Business-Insight-360/
│
├── README.md
├── dashboard/
│ └── Business_Insight_360.pbix
├── screenshots/
│ ├── home.png
│ ├── finance.png
│ ├── sales.png
│ ├── marketing.png
│ ├── supply_chain.png
│ └── executive.png
├── dax/
│ └── measures.md
├── presentation/
│ └── BI360_Story_Presentation.pptx
└── docs/
└── data_model.png
| What | Where |
|---|---|
| 🖥️ Live Dashboard | Open in Power BI Service |
| 📁 Power BI File | dashboard/Business_Insight_360.pbix |
| 📐 DAX Measures | dax/measures.md |
| 🎞️ Project Presentation | presentation/BI360_Story_Presentation.pptx |
| 🗄️ Data Model | docs/data_model.png |
I'm Harshil Patel — a data professional based in the Netherlands, currently completing an MBA with a specialisation in Data Analytics.
My background is in commercial sales (Bever, NL) and manufacturing (LED lighting startup, India) — which means I approach data not just as a technical exercise, but as a tool for making better business decisions. That perspective shaped every design choice in this dashboard.
I'm actively looking for Data Analyst roles in the Netherlands, with particular interest in logistics, supply chain and commercial analytics — sectors where the Dutch market leads globally.
Data sourced from the AtliQ allowed only unitl 2022 to show. Built for the Netherlands data analytics job market.