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Beauty Clinic Business
Intelligence Dashboard

End-to-end analytics solution for data-driven decision making

A comprehensive Power BI dashboard analyzing 88M THB revenue across 18 branches, 300+ marketing campaigns, and 15,000 appointments. This project transforms raw data into actionable insights, enabling executives to identify critical business issues and make data-driven decisions with precision.

💡Business Challenge

The Ploblem

A beauty clinic chain with 18 branches needed a unified analytics platform to track performance, identify revenue leakage, and enable data-driven decisions without manual reporting.

📊

Monitor KPIs across finance, customers, marketing, and operations in one place

Track Performance

​💸

Spot customer churn, no-shows, and underperforming campaigns

Identify Revenue Leakage

🎯

Real-time insights for immediate action on critical issues

Enable Quick Decisions

⏱️

Eliminate hours of manual Excel reporting with auto-refresh

Save Time

🛠️ Technical Approach

Skills & Tools

Excel

Power BI

DAX

Data Modeling

AI

Data Visualization

Data Model

Data Volume: 18 branches, 3,500 customers, 12,000 transactions, 15,000 appointments

[Data generated by Claude AI]

Data Model.png

Process Flow

1️⃣

  • Date table generation

  • Data cleaning & transformation

ETL (Power Query)

​3️⃣

  • Time intelligence (YoY, MoM)

  • RFM segmentation logic

  • Marketing metrics (ROAS, CAC)

  • 20+ complex measures

Define Metrics & DAX Calculations

2️⃣

  • Relationship management

  • Calculated columns

Data Modeling

4️⃣

  • 5 interactive dashboards

  • Dynamic filtering

  • Mobile-responsive design

  • Easy-to-understand visualizations

Data Visualization

📱Dashboard and Key Insights

For 2025

Clinic Overviews.png

💰 Key Highlights

  • Total Revenue: 88.14M THB (45.70% increase from last year)

  • 2,290 total customers with 498 new customers acquired

  • Strong profitability: 62.59% GP Margin (55.17M THB gross profit)

  • "Slimming Package" is the star performer - generating 2x more revenue than the second-best treatment package!

  • Iconsiam and The Mall Korat are top performers - prime locations deserving special attention

  • Exceptional ROAS of 30.7x - advertising spend delivers outstanding returns

  • Nearly 60% customer retention rate - strong repeat business

​

🔎Areas for Improvement

  • ⚠️ 60.6% Attendance Rate = 4 out of 10 customers don't show up → Implement reminder systems or require deposits

  • 📉 Revenue dropped significantly in months 9-10 → Investigate root causes and plan promotional campaigns

Finance Performance.png

💰 Key Highlights

  • Exceptional 62.59% profit margin - the business is in excellent financial health

  • Strong cost control - expenses remain stable regardless of revenue fluctuations

  • Well-balanced revenue distribution - no over-reliance on any single branch

  • Equal payment method usage (~19-21% per channel) - the clinic accommodates all customer preferences

  • Controlled discount rate at 5.43% - maintaining balance between customer incentives and profit margins

  • Package and Thread treatments category dominate - generating over half of total revenue (~55M THB)

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🔎Areas for Improvement

  • 📉 Some treatment categories show declining revenue (visible in Decrease Bar) - need to identify which treatments and understand why

  • ⚠️ 5M THB in total discounts is substantial - some promotions may not be cost-effective and should be reviewed

  • 🧪Average transaction: 18,282 THB with 993 THB discount (5.4%) - Consider testing 7-10% discount rates to boost sales volume, or maintain current 5% cap to protect profit margins

Customer Analytics.png

💰 Key Highlights

  • 2,292 total customers with 498 new customers acquired in 2025

  • Strong 59.73% repeat rate - customers are satisfied and coming back

  • High CLV of 71,728 THB - each customer generates significant value

  • Facebook/Google Ads performing exceptionally well

  • The business has strong potential, but must prioritize customer retention over acquisition. Retaining existing customers costs less and delivers much higher Customer Lifetime Value.

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🚨 Urgent Issues

  • 35-52% of customers at risk of churning (At Risk + At Risk VIP segments)

  • 25.91% churn rate - losing 1 in 4 customers

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📋 Immediate Actions (Next 30 Days)

  • Reach out to every At Risk VIP - offer exclusive promotions or gifts

  • Launch re-engagement campaigns - send targeted discounts to At Risk customers

  • Create a loyalty program for Potential Loyalists

  • Follow-up calls before day 51 - win back customers before they're lost

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🎯 Expected Results

  • Reduce churn rate

  • Increase revenue without acquiring new customers

  • Boost Customer Lifetime Value

Marketing Performance.png

💰 Key Highlights

  • ROAS of 30.74x - exceptional performance compared to beauty clinic industry standards

  • Marketing ROI of 2,974% - every 1 THB spent on ads generates 29.74 THB in revenue

  • CTR of 2.38% - excellent rate indicating compelling ads and precise targeting

  • Customer Acquisition Cost (CAC) 5,410 THB vs CLV 71,728 THB - 13.26x return on investment

  • All channels profitable - no losing channels (except a few specific campaigns)

  • Instagram is the top revenue driver (16.40M THB)

  • Instagram Ads performing strongly - multiple campaigns achieving 10x+ ROAS

  • Ad spend efficiency remains high - costs haven't increased proportionally with revenue growth

​

🔎 Areas for Improvement

  • CVR of 0.014% is extremely low! This is the main issue

    • Need to optimize Landing Page, Offer, and User Journey

  • Heavy reliance on Paid Ads (70%) - if advertising stops, revenue drops significantly

    • ​Organic traffic at 30.4% is decent but should be developed further (SEO, Word of Mouth)

  • Some campaigns losing heavily (Google Ads -95.80%) - should be paused immediately

Operations Performance.png

💰 Key Highlights​

  • Attendance Rate of 60.56% - decent rate with 6 out of 10 customers showing up for their appointments

  • Average service time of 62.3 minutes - efficient appointment management

  • Diverse booking channels - customers can book through 6 different channels (Phone, Walk-in, Website, Facebook, LINE, Mobile App) with balanced usage (~16-18% each)

  • Clear peak hours identified - busiest times are 9-10 AM (opening hours), 11 AM-12 PM Thu-Sat, 2-3 PM Thu-Fri, and 7 PM Mon-Fri (after work)

  • Strong staff performance - top performers generating 12-14K THB per appointment

​

🔎 Areas for Improvement

  • 9.60% No-Show Rate is critically high!

    • 678 missed appointments = ~11.7M THB lost revenue (calculated from Avg Transaction 17,290 THB × 678 No-Show appointments)

    • Need deposit system and automated reminders immediately

  • Extremely low branch utilization (6-9%) - branches are operating at only 6-9% capacity, meaning 90-94% of resources are unused

    • High fixed costs (rent, staff, utilities) with minimal returns

    • Need to either increase appointments or close/consolidate underperforming branches

  • Uneven staff workload - some staff handle 156 appointments while others only 97, creating efficiency gaps

Conclusion

Key Highlights​
🚀 Business Growth​

  • Revenue: 88.14M THB (+45.70% YoY) - strong growth trajectory

  • Gross Profit Margin: 62.59% - exceptional profitability and excellent business health

  • Customer base: 2,292 (498 new customers, 1,369 repeat customers)

​

📢 Marketing Excellence​

  • ROAS: 30.74x - outstanding returns (spend 1 THB, generate 30.74 THB)

  • Marketing ROI: 2,974% - highly effective marketing campaigns

  • CTR: 2.38% - ads are highly engaging and attention-grabbing

​

👥 Customer Value​

  • Customer Lifetime Value: 71,728 THB - high-value customer base

  • CAC 5,410 THB vs CLV 71,728 THB = ROI 13.26x - excellent customer acquisition efficiency

  • Repeat Rate: 59.73% - nearly 6 out of 10 customers return for additional services

​

🏆 Performance​

  • All 18 branches profitable with consistent GP Margin (~62-63%)

  • Top 5 treatments generate 54M THB (61% of total revenue)

  • Slimming Package is the top performer (23M THB) - 2x more than second-ranked treatment

​​

​

Areas for Improvement

1. Customer Retention Crisis (URGENT!)​

  Problem:

  • 35-52% of customers at risk of churning (At Risk + At Risk VIP segments)

  • Churn Rate: 25.91% (losing 1 in 4 customers)

  Impact: Potential revenue loss

  Solutions:

  • Contact At Risk VIP customers immediately with special gifts

  • Launch re-engagement campaigns (discount offers)

  • Create loyalty program (membership/points system)

  • Follow-up calls before day 51

​

2. Extremely Low Conversion Rate​

  Problem:

  • CVR only 0.014% (out of 10,000 clicks, only 1-2 convert)

  • 111M Impressions → 2.6M Clicks → only 362 Conversions

  • Despite good CTR (2.38%), Landing Page/Offer needs improvement

  Impact: Missing out on thousands of potential customers

  Solutions:

  • Improve Landing Page (UX/UI, copy, social proof)

  • Simplify booking process (One-Click Booking)

  • A/B test multiple versions

  • Add urgency elements (limited offers, countdown timers)

​

3. Branch Underutilization (Only 10% Capacity Used)​

  Problem:

  • All branches operating at only 6-9% capacity (90-94% unused)

  • No-Show Rate: 9.60% (678 appointments) ≈ 11.7M THB lost opportunity

  • Attendance Rate only 60.56% (out of 10 appointments, only 6 show up)

  Impact: High fixed costs (rent, utilities, staff) with minimal returns

  Solutions:

  • Fix No-Show: Require 30-50% deposit + reminder system (SMS/LINE)

  • Optimize Resources: Close/consolidate unprofitable branches or reduce staff

  • Dynamic Pricing: Regular pricing during peak hours, discounts during off-peak

​

4. Low Organic Revenue​

  Problem:

  • Heavy reliance on Paid Ads: 70% (61.36M out of 88.14M)

  • Organic only 30.4% (26.78M)

  • If advertising stops, revenue will drop significantly

  Impact: High advertising costs, unsustainable long-term

  Solutions:

  • Improve SEO (Google Search rankings)

  • Content Marketing (Blog, YouTube)

  • Referral Program (refer friends for discounts)

  • Organic Social Media Growth

Key Achievements

What This Dashboard Enables

👔 For Executives​

  • Real-time visibility into business health across 5 dimensions

  • Data-driven decisions with clear insights and recommendations

  • Revenue optimization by identifying leakage points

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⚙️ For Operations

  • No more manual reporting - auto-refresh with new data

  • Consistent metrics across all departments

  • Accessible anywhere via Power BI Service/Mobile

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📢 For Marketing

  • Campaign performance tracking with instant ROI

  • Budget optimization by channel and creative

  • Clear attribution from impression to customer

What I Learned

💻 Technical Skills

  • Power BI (Advanced visualizations, drill-through)

  • DAX (20+ complex measures, time intelligence)

  • ​Power Query (ETL, M language)

  • Data Modeling

  • Data Visualization (Storytelling, UX/UI)

📊 Analytics Skills

  • RFM Segmentation

  • Funnel Analysis

  • ​Marketing Attribution

  • Statistical Analysis

  • Predictive Insight

💼 Business Skills

  • KPI Definition & Metric Selection

  • Problem Solving & Root Cause Analysis

  • Strategic Thinking

  • Data Storytelling

🎨 Design Skills

  • Dashboard UX/UI Design

  • Color Theory & Accessibility

  • ​Responsive Design

  • User-Centric Thinking

Dashboard Demo

💬 Thank You for Exploring This Project!

I hope this dashboard demonstrates my passion for transforming complex data into clear, actionable insights. Every metric, visualization, and recommendation in this project was designed with one goal: driving real business impact.

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If you're looking for someone who can turn your data into strategic advantage, I'd love to hear about your challenges and discuss how we can work together.

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Let's Connect:​

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