Assignment 1: Retail Marketing Analysis

Brief

You are a data analyst working with 2Market, a global supermarket which sells products online and in-store, to help them understand their customer purchase behaviour.

Problem statement

Previous marketing campaigns generated engagement from a low proportion of registered 2Market customers. This has negatively impacted how soon customers return to make purchases.

Objective

Attract customers to return and make purchases sooner by leveraging data-driven marketing campaigns that offer compelling discounts.

Tools and data

MS Excel, PostgreSQL, Tableau

Project data consisted of 2 .csv files containing > 2200 rows of data. They described customer demographics, purchasing behaviour (spend, discount, recency) and response to campaigns.

Method

• Data was cleaned in Excel, removed outliers, corrected invalid categorical entries and standardised inconsistent date formats across the dataset.
• Imported to PostgreSQL and Tableau, left join on ID field
• All visualisations created in Tableau

Insights

• Relationship identified between social media engagement, deals and recency
• Generally, customers are not leveraging deals via campaigns. Recency is very high
• High recency likely to negatively impact revenue
• Customers in high income bracket very responsive to social media campaigns
• Recency significantly lower for this group

Recommendations

• Increase granularity of product types. Example, create product sub-types to improve ability to identify potential offers
• Phase out deals not linked to social media campaigns
• Reward social media engagement with deals
• Survey customers to address lack of detail in the data