2021 Week 14 | Tableau: Can You Recommend Profitable Return Customer Bundles?


Have you ever purchased something on Amazon and they show an extra random list of products in the “Customers that purchased X also purchased…” section and you think to yourself, “How in the world did they come up with that combination (e.g., sponges and Skittles)?”  They likely have high-powered recommender engines doing all of the background magic, but when you strip it all down – it’s a technique called market basket analysis, which looks for combinations of products in purchases.


This is incredibly powerful when you’re looking at figuring out which bundles to target different segments of customers (first-time, returning, etc.), promotion planning, and checkout upselling strategies to increase average order value.  


For this week’s challenge, we’re going to find some popular product sub-category combos that customers like to purchase on their second order.  We’ll skip the fancy algorithms and create a basic market basket analysis.  

Hint: I was inspired by Anthony Smoak’s simplified market basket analysis approach


  • Dashboard Size: 1100 x 800
  • # of Sheets: 2
  • Same formatting
  • Create a horizontal bar chart and tree map (ordered by count of orders)
  • User should be able to toggle between a horizontal bar chart and a tree map
  • User should be able to distinguish whether the additional sub-category purchased was profitable or not
  • Order counts, sales, and profit should only reflect results for a customer’s second order


This week uses the superstore dataset for Tableau 2020.4. You can get it here at data.world

For the toggle, copy and paste the following into the workbook:



When you publish your solution on Tableau Public make sure to take the time and include a link to the original inspiration.  Also include the hashtag #WOW2021 in your description to make it searchable!


After you finish your workout, share on Twitter using the hashtag #WOW2021 and tag @AnnUJackson, @ItsCandraM, @LukeStanke, @_Lorna_Brown and @HipsterVizNinja



1 thought on “2021 Week 14 | Tableau: Can You Recommend Profitable Return Customer Bundles?”

  1. Hi Candra, thank you for the challenge! I get different results: e.g. for Accessories + Envelopes, I get 5. I’ve checked and there appear to be 5 customers purchasing both sub-categories in their second order. Why is the 5th one removed? Am I missing something? Thanks!

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