Unified Commerce Analytics

Superfeet currently relies on multiple disconnected dashboards and manual reporting processes to understand business performance across channels. As media investments have increased across platforms, the team needs a unified, data-driven way to measure how those investments impact sales, customer behavior, and long-term customer value. In addition, Superfeet has several years of historical purchase data that has not yet been fully leveraged to uncover consumer insights. This project will focus on building an integrated analytics and visualization dashboard that consolidates e-commerce sales data, advertising spend, and customer purchase history into a single, decision-ready view. Students will work with real-world data from 2023–2025 to analyze purchasing behavior, customer retention, and lifetime value, while also evaluating how consumer behavior changes before and after media campaigns are introduced. The project will emphasize both business-facing reporting and deeper consumer insight analysis, helping Superfeet move from reactive reporting to proactive, insight-driven decision-making.