This report discusses the importance of data analysis and its value in business decision making. It explores the latest trends in data analysis and the use of AI and machine learning. The report also outlines the steps to clean data and applies relevant analytical techniques to answer business questions. The analysis includes sales volume, comparison of sales, highest selling product, and quarter-wise sales volume. The report concludes with recommendations for improvement and suggests advanced techniques for analyzing the effectiveness of UK marketing campaigns. Case study on Bangles.