Development of a Business Intelligence Dashboard for Performance Analysis of TheLook E-Commerce Based on a Data Warehouse

Abstract

As digital transactions in e-commerce continue to grow, organizations require data processing systems capable of transforming large volumes of operational data into strategic information. This study aims to implement a Business Intelligence (BI) dashboard to support business analysis in TheLook E-Commerce. The study applies an Extract, Transform, Load (ETL) process, data warehouse development, data mart construction, and interactive data visualization. TheLook E-Commerce dataset consists of customer, product, order item, inventory, distribution center, and user activity data. The research process includes importing data into PostgreSQL, storing data in a staging area, developing a data warehouse using a star schema, creating a data mart, and visualizing data through a Tableau dashboard. The data warehouse consists of one fact table, fact_sales, and several dimension tables, including dim_customer, dim_product, dim_orders, dim_distribution_center, and dim_date. The implemented dashboard provides key business indicators such as revenue, profit, total orders, total customers, average order value, gross margin, product performance, order status distribution, customer segmentation, and sales trends. The results indicate that TheLook E-Commerce experienced growth in sales and profit margins. However, challenges remain in maintaining order volume and customer loyalty. Overall, the data warehouse-based BI implementation supports more effective business operations and decision-making processes.