CASE STUDY
Mapping Profitability Through Data: Kingspan Geographical Sales Dashboard
Industry: Manufacturing & Distribution
Solution Area: Sales & Market Performance Analytics
Client: Kingspan (Global Building Materials Manufacturer)
Tools Used: Microsoft SQL Server, Power BI, Azure Maps Integration
Business Impact
15% Faster Market Insights
Leadership gained instant drill-down visibility into regional sales and margins.
Geography-Driven Strategy
Sales teams now target high-margin states based on real-time performance data.
Improved Profit Focus
Dual visibility of revenue and margins ensures sales growth aligns with profitability.
The Challenge
Operating across multiple U.S. states, Kingspan’s sales data was siloed across ERP exports and spreadsheets. The lack of a unified, geography-aware reporting system made it difficult to:
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Compare invoiced revenue and margins across states.
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Identify underperforming regions and product groups.
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Align regional sales efforts with profitability patterns and demand.
Static reports were table-heavy and limited in interaction, preventing leadership from getting a dynamic, data-driven view of performance by product, region, and time period.
Our Solution
GrowthBI developed an interactive Geographical Sales Dashboard within Power BI, powered by a centralized SQL Server data model and integrated with Azure Maps. The dashboard visualized national and state-level sales performance, enabling leaders to explore where growth and margins were concentrated.
Key Features:
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State-Wise Sales Mapping: Dynamic map overlays show invoiced revenue and margin contribution across all U.S. states.
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Product Group Drilldowns: Filters for key product families help isolate performance trends.
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Profitability Tracking: Side-by-side reporting of revenue vs. margin percentage.
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Time-Based Analysis: Filters for last 3 months, 6 months, and YTD views.
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Top State Ranking: Interactive bar chart showing leading states by invoiced sales and margin contribution.
Dashboard Walkthrough
1. Country & State-Wise Sales Distribution (Map View)
Interactive map highlighting invoiced revenue and margin contribution across U.S. states.
Bubble size reflects total invoiced value, while color intensity represents margin levels.
2. State Rankings (Bar View)
Top-performing states ranked by invoiced amount and profitability. Provides quick insights into high-growth and low-performing markets.
3. Product & Margin Breakdown
Detailed performance by product group.
Enables sales teams to analyze which products drive revenue and margin by state.
4. ASP (Average Selling Price) Trend
Line chart showing ASP fluctuations over time, supporting pricing and market strategy decisions.
5. Revenue & ASP Distribution Dashboard
Matrix and treemap visuals showcasing product-wise revenue and ASP alongside state-level distribution.
Box size indicates total invoiced value, while color intensity reflects ASP variations — helping identify high-value products and profitable regions at a glance.
6. Filters & Drilldowns
Dynamic filters for product, customer, material, and time period, enabling multi-level exploration from state → city → SKU.
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Technical Architecture & Process
Data Flow:
ERP & Sales Systems → Microsoft SQL Server (Data Model) → Power BI (Visualization)
SQL Logic:
SELECT
state,
SUM(invoiced_amount) AS total_sales,
SUM(invoiced_margin) AS total_margin,
SUM(invoiced_qty) AS total_qty
FROM sales_transactions
GROUP BY state;
Power BI Measures:
Margin% = DIVIDE([Total Margin], [Total Sales])
RankBySales = RANKX(ALL('States'[Name]), [Total Sales], , DESC)
Visualization Layer:
Azure Maps for interactive sales overlays, integrated with Power BI’s filtering and drill-through capabilities.
Outcome
The Geographical Sales Dashboard provided Kingspan with a unified, map-driven view of sales and profitability across the U.S.
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Sales Managers now identify top-performing regions instantly.
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Product Teams can see category trends and optimize pricing.
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Leadership can monitor both growth and margin performance in one place.
This dashboard replaced static spreadsheets with interactive insights—empowering Kingspan to drive faster, smarter, and more profitable regional decisions.