Business Analytics: Analyzing Bike Sales Data in Three Continents

Aiie Castillo
Nov 10, 2025
2 min read

This case study aims to showcase how valuable data is for just about any business. In this case, a fictitious retail store specializing in bicycles have years of data available. Through Power BI, this analytics exercise aims to uncover insights that can inform leaders and help steer the future of the retail company in the right direction. Using historical, customer, and geographical data available, an exploratory data analysis is conducted.

Executive Summary

Super Bike sold 226k units of products, a lifetime revenue of $170.54M and $64.44M in profits in the last ten years. Super Bike sold products in 31 countries across 3 continents, and has a large customer base with a median age of 34 years for men and 35 years old for women. Super Bike's global YoY % of profit for 2023 increased by 4.20%, which made up for the poor performance in the past year. Sales from the U.S., Australia, and the United Kingdom respectively are contributing the most amount in revenues for 2023. This is consistent with the 10-year historical data, as the aforementioned countries have also generated the most sales. We see a consistent cyclical pattern of a steep drop in revenue in the 3nd quarter of the year after record high revenues in the 2nd quarter. Super Bike bounces back by achieving positive revenues for the next 3 quarters.

Adults 35-64 years of age is the most profitable customer base for Super Bike. Historically, this customer age group earned the company $85.16M in revenues; followed by the Young Adults segment 18-34 years with $61. 31M in revenues. Smaller European countries like Lithuania, Netherlands, Greece and Finland have the highest average revenue per person, despite having a minuscule amount of users in the country. The largest volume of sales transactions came from the United States, Australia, and Canada respectively. The total global average spend per customer is $754.37 per person.

72.45% of the sales generated by Super Bike are from bicycle units sold. Road bikes are the most popular type of bicycles sold, generating 54% of the revenue for the bicycle category. Product ratings and product warranties do not have a strong influence on consumer decisions when buying a product. There is little variance in the distribution of sales in relation to product ratings. Product colors, however, could be a factor for customer product rating. In general, green-colored products get more 5-star ratings.