Key insights from the first-pass visual exploration

1. Missing data
   The bar chart shows that:
   • FMC人数 is missing for ≈60 % of the rows.
   • 价格 and 转段率基础分母 have 36 % and 24 % missing values, respectively.
   • All other fields are complete.
   👉 When building any model or KPI dashboard we will either need to impute these fields or exclude them from certain calculations.
2. Monthly trend of POS & GMV
   The dual-line plot highlights pronounced seasonality:
   • POS (sales in cases) and GMV (gross merchandise value) move together.
   • Clear volume peaks occur around March, July and November every year, suggesting promotional cycles or holiday effects.
3. Channel performance
   The total-GMV bar chart indicates that a handful of channels dominate revenue.
   • E-commerce channels (e.g. “NKA”) outperform traditional BD/KA channels in absolute GMV.
   • This split can guide budget allocation.
4. Correlation heat-map
   • POS and GMV are strongly positively correlated (> 0.9): higher case sales almost linearly drive GMV.
   • 媒体投放城市个数 shows a mild positive relationship with both POS and GMV, hinting that campaigns covering more cities lift sales.
   • Negative or near-zero correlations with other numeric KPI columns suggest they influence sales in more complex, non-linear ways.

Recommended next steps

• Drill down into channel × brand combinations to spot pockets of growth or decline.
• Investigate the impact of 媒体投放城市个数 on POS/GMV with a regression or causal model.
• Address the missing data problem—e.g. median imputation for 价格, modelling for FMC人数.

Highlights of the advanced visualisations

1. Channel × Month Heat-map reveals which channels are seasonally strong: deep blue cells mark promotional spikes; lighter rows uncover consistently under-performing channels.
2. Sunburst hierarchy lets you interactively drill from Channel → Sub-brand → Product and shows each branch’s share of total GMV.
3. Bubble scatter (POS vs GMV) confirms the linear relationship but also shows pricing power:
   • Larger bubbles (higher mean price) that sit above the main diagonal indicate premium products achieving better revenue efficiency.
4. Animated bar-chart race tells the story of monthly GMV leadership shifts across channels—excellent for presentations.