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Case Study · MENA Ride-Hailing Leader · Analytics Product 01 / 07

Executive Performance Intelligence

The command center leadership ran nine markets on: a 7-tab Master Scorecard, a full-page GMV driver tree, a multi-scenario goals tracker, and a weekly demand model — one governed view of the company's KPIs.

Executive BITableauSQL KPI DesignDriver TreesMetric Governance
product scorecard — structural factsproduction
7
tabs on the Master Scorecard workbook
9
markets covered by one view
6+
decomposition levels in the GMV driver tree
3
time windows — Monthly / Weekly / Daily switching

Note on numbers: no figure from inside a client dashboard is presented here as an achievement. The build is the story; internal data stays internal, and no imagery from any client dashboard is published here.

01The Business Problem

Leadership across nine markets had no single daily view of the company's KPIs. Every question meant a new ad-hoc deep-dive, every team had its own numbers, and executive meetings started with reconciling figures instead of making decisions. When a headline metric moved, finding out why took analysts, not minutes.

The goal: one governed command center where leadership reads the whole marketplace in minutes — and can trace any swing to its root cause without filing a request.

02My Role

Sole analyst on the product: I owned the pipeline end to end — self-written SQL data sources, blended Google Sheets models, metric definitions written into the dashboards themselves, and the multi-tab Tableau architectures on top. Design, build, governance, and iteration were one person's job: mine.

03What I Built

The Master Scorecard (7 tabs)

A single executive command center blending 8 Google Sheets and SQL sources into 15+ interconnected views with city and product drill-downs — read daily by leadership across nine markets. Tabs span Summary Overview, Decision Matrix, Demand, Supply (overview + deep dive), HDL, and C4B.

GMV Driver Tree — six levels down

A full-page metric tree decomposing GMV into demand, supply, pricing, and promo drivers. Every node shows the current day vs same-day-last-week vs a 4-week average, with change arrows and a per-node trend view — down to the captain funnel (active → new → reactivated → churned → dormant).

Goals Tracker — 4 target scenarios

A 9-country tracker with scenario switching (Normal / P1 / P2 / P12 targets) and a country navigation grid. Each month shows metric value, target value, and achievement with directional coloring — target-vs-actual at a glance.

Weekly Demand Model (Sheets)

A weekly network model grouping Topline, Customer Base, Customer Segments, Reliability, and Promo Engagement metrics with vs-last-week and vs-last-month deltas and snapshot charts. Described text-only: the file carries an internal data classification, so no screenshot is published.

04Signature Build Details

One window switch, three altitudes: Monthly / Weekly / Daily views share one layout, so leadership reads the same table at any zoom level — with MoM, WoW, vs-last-month and vs-last-year comparison columns and conditional red-green formatting throughout.
Cascading geography: country → city → top-6-cities filters adapt to each other; pick Egypt and the city columns become Cairo, Alexandria, Damietta, Tanta, Mansoura — pick UAE and they become Dubai, Abu Dhabi, Sharjah.
Acceptance-rate decomposition built into the scorecard: a dedicated tab splits acceptance across peak-multiplier brackets, trip-distance brackets, driving-distance brackets, and their ratio — each with KPI strips and drill-down tables.
Acquisition funnel with target landing: signups → registered → activated tracked monthly, weekly, and daily, with an expected-landing projection against targets per country.
Metric definitions inside the dashboard: definitions, filter-usage notes, and edge-case explanations written into the views themselves — a semantic layer before the company had one, and the end of "whose number is right" debates.

05KPIs Defined & Governed

GMVGBATFNet Revenue % TPUC/RActivation Rate Peak IntensityTarget AchievementUtilization

06Decisions Enabled

Cut ad-hoc deep-dive requests by 30% — the answers lived in the drill-downs.
Governed metric definitions ended cross-team "whose number is right" debates.
Standardized self-service reporting cut meeting prep time by 50%.
When performance swung, leadership saw the root cause in the driver tree — not a symptom.

07Skills Demonstrated

Advanced SQL data sourcesMulti-source blending Multi-tab Tableau architectureKPI driver-tree decomposition Metric governance / semantic layerCascading filter design Target & scenario trackingExecutive communication
Mohamed Eltanbedawy · Business & Data Analyst — BI & Analytics
mohamed.tanbedawy@gmail.com · linkedin.com/in/tanbedawy