Performance Dashboard: Loyalty Program (Cosmetics)

This project presents the development of a Business Intelligence solution focused on monitoring and optimizing the customer journey within a cosmetics industry loyalty program. The dashboard was structured to serve different levels of decision-making, from high-level strategic tracking to granular analysis of consumer behavior. Using a modern data ecosystem with GCP (BigQuery), SQL for modeling and Looker for visualization, the solution allows identifying engagement bottlenecks and opportunities to maximize LTV (Lifetime Value).

The tool organizes complex metrics into three fundamental pillars, ensuring that the operation can react quickly to changes in point redemption behavior and migration between loyalty tiers (Silver/Gold). With this 360º view, management can correlate the financial impact (GMV) with the effectiveness of retention mechanics, transforming transactional data into growth and brand loyalty strategies.

Key Highlights

• Visualization Hierarchy: Structured in layers (Strategic, Operational and Consumer) to facilitate the interpretation of indicators by different stakeholders.
• Strategic Metrics and LTV: Tracking critical KPIs such as Overall Average Ticket, Purchase Frequency and the value generated per active customer (LTV).
• Robust Tech Stack: Implementation of a data pipeline using BigQuery for large-scale processing and Looker for delivering interactive and dynamic dashboards.