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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 published screenshots have absolute figures blurred.

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.
SCREENSHOT SLOT
Master Scorecard — Summary Overview
(blur all absolute figures)assets/exec-master-scorecard.png
SCREENSHOT SLOT
Egypt GMV Driver Tree — full page
(blur all absolute figures)assets/exec-driver-tree.png

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