{"id":26891652,"url":"https://github.com/sujith-da279/2market_consumeranalytics","last_synced_at":"2026-01-28T13:35:30.859Z","repository":{"id":281911247,"uuid":"946724247","full_name":"Sujith-DA279/2Market_ConsumerAnalytics","owner":"Sujith-DA279","description":"Customer behaviour analysis for 2Market, a global retailer, delivering actionable insights across demographics, advertising channels, and product preferences.","archived":false,"fork":false,"pushed_at":"2025-03-11T23:33:34.000Z","size":3638,"stargazers_count":0,"open_issues_count":0,"forks_count":0,"subscribers_count":1,"default_branch":"main","last_synced_at":"2025-06-07T02:42:26.173Z","etag":null,"topics":["business-data-analysis","customer-segmentation","data-visualization","demographic-analysis","marketing-analytics","report","sql","tableau-dashboards"],"latest_commit_sha":null,"homepage":"","language":"HTML","has_issues":false,"has_wiki":null,"has_pages":null,"mirror_url":null,"source_name":null,"license":null,"status":null,"scm":"git","pull_requests_enabled":true,"icon_url":"https://github.com/Sujith-DA279.png","metadata":{"files":{"readme":"README.md","changelog":null,"contributing":null,"funding":null,"license":null,"code_of_conduct":null,"threat_model":null,"audit":null,"citation":null,"codeowners":null,"security":null,"support":null,"governance":null,"roadmap":null,"authors":null,"dei":null,"publiccode":null,"codemeta":null,"zenodo":null}},"created_at":"2025-03-11T15:22:59.000Z","updated_at":"2025-03-11T23:33:37.000Z","dependencies_parsed_at":"2025-06-07T02:37:19.250Z","dependency_job_id":"256dc788-7fad-4563-bc0d-5195b7af8bff","html_url":"https://github.com/Sujith-DA279/2Market_ConsumerAnalytics","commit_stats":null,"previous_names":["sujith-da279/2market---consumer-analytics"],"tags_count":0,"template":false,"template_full_name":null,"purl":"pkg:github/Sujith-DA279/2Market_ConsumerAnalytics","repository_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/repositories/Sujith-DA279%2F2Market_ConsumerAnalytics","tags_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/repositories/Sujith-DA279%2F2Market_ConsumerAnalytics/tags","releases_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/repositories/Sujith-DA279%2F2Market_ConsumerAnalytics/releases","manifests_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/repositories/Sujith-DA279%2F2Market_ConsumerAnalytics/manifests","owner_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/owners/Sujith-DA279","download_url":"https://codeload.github.com/Sujith-DA279/2Market_ConsumerAnalytics/tar.gz/refs/heads/main","sbom_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/repositories/Sujith-DA279%2F2Market_ConsumerAnalytics/sbom","scorecard":null,"host":{"name":"GitHub","url":"https://github.com","kind":"github","repositories_count":286080680,"owners_count":28846053,"icon_url":"https://github.com/github.png","version":null,"created_at":"2022-05-30T11:31:42.601Z","updated_at":"2026-01-28T13:02:32.985Z","status":"ssl_error","status_checked_at":"2026-01-28T13:02:04.945Z","response_time":57,"last_error":"SSL_connect returned=1 errno=0 peeraddr=140.82.121.6:443 state=error: unexpected eof while reading","robots_txt_status":"success","robots_txt_updated_at":"2025-07-24T06:49:26.215Z","robots_txt_url":"https://github.com/robots.txt","online":false,"can_crawl_api":true,"host_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub","repositories_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/repositories","repository_names_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/repository_names","owners_url":"https://repos.ecosyste.ms/api/v1/hosts/GitHub/owners"}},"keywords":["business-data-analysis","customer-segmentation","data-visualization","demographic-analysis","marketing-analytics","report","sql","tableau-dashboards"],"created_at":"2025-03-31T22:41:07.647Z","updated_at":"2026-01-28T13:35:30.842Z","avatar_url":"https://github.com/Sujith-DA279.png","language":"HTML","funding_links":[],"categories":[],"sub_categories":[],"readme":"# 2Market : Consumer-Analytics\n\n### 📋 Project Brief\nI conducted customer purchase behaviour analysis for 2Market, a global retailer, delivering actionable insights across demographics, advertising channels, and product preferences. \n\n### ✅ Objectives\nThe analysis supported key business objectives: \n- increasing profitability\n- improving market position in different markets\n- enhancing customer experience by targeted marketing strategies\u003c/b\u003e\u0026nbsp;\u0026nbsp;\u0026nbsp;\n\u003c/div\u003e\n\n### 🎯 Conclusion\nThe analysis of 2Market's customer data revealed significant opportunities to increase revenue and market share through targeted strategies. Spain currently dominates revenue (49%), while child-free customers and social media channels demonstrate exceptional value. \n\n**Key Recommendations:**\n- Expand beyond Spain to diversify market presence\n- Target high-value child-free segments through Instagram\n- Prioritize social media over traditional marketing (4x more effective)\n- Enhance mid-life customer basket size and in-store experience\n- Diversify beyond liquor and meat product categories\n---\n\n### Project Overview:\n\u003cdiv\u003e\n  \u003ctable\u003e\n    \u003ctr align=\"center\"\u003e\n      \u003cth align=\"center\"\u003e⏱️ Duration\u003c/th\u003e\n      \u003cth align=\"center\"\u003e🏆 Grade\u003c/th\u003e\n      \u003cth align=\"center\"\u003e🛠️ Tools\u003c/th\u003e\n    \u003c/tr\u003e\n    \u003ctr\u003e\n      \u003ctd align=\"center\"\u003e\u003cb\u003e6 Weeks \u003cb\u003e\u003c/td\u003e\n      \u003ctd align=\"center\"\u003e\u003cb\u003e96% (High Distinction)\u003c/b\u003e\u003c/td\u003e\n      \u003ctd align=\"center\"\u003e\n        \u003cimg src=\"https://img.shields.io/badge/PostgreSQL-316192?style=for-the-badge\u0026logo=postgresql\u0026logoColor=white\"\u003e\n        \u003cimg src=\"https://img.shields.io/badge/Tableau-E97627?style=for-the-badge\u0026logo=tableau\u0026logoColor=white\"\u003e\n        \u003cimg src=\"https://img.shields.io/badge/Excel-217346?style=for-the-badge\u0026logo=microsoft-excel\u0026logoColor=white\"\u003e\n      \u003c/td\u003e\n    \u003c/tr\u003e\n  \u003c/table\u003e\n\u003c/div\u003e\n\n---\n\n### Analytical Approach:\n#### 1. Data Preparation \u0026 Cleaning\n\n| Process | Highlights |\n|---------|---------|\n| **Data Import** | Imported raw marketing data into Excel as structured table |\n| **Data Cleaning** | • Converted data types for proper analysis\u003cbr\u003e• Checked data integrity (duplicates, missing values)\u003cbr\u003e• Identified and addressed outliers using min/max/average\u003cbr\u003e• Standardized categorical data (marital status) with VLOOKUP\u003cbr\u003e• Normalized date fields using TEXTSPLIT, IF, and DATE functions |\n| **Initial Analysis** | • Created demographic distributions with box plots and line graphs\u003cbr\u003e• Analyzed relationships between customer features (age, income, marital status, family composition) |\n\n#### 2. SQL Analysis\n\n| Process | Highlights |\n|---------|---------|\n| **Data Loading** | Loaded cleaned Excel data into SQL data-table |\n| **Query Development** | Wrote complex SQL queries using Joins, Subqueries and Case Statements for detailed analysis. |\n| **Analysis Focus** | • Identified best-selling products by country\u003cbr\u003e• Determined most effective advertising methods by country\u003cbr\u003e• Calculated marketing revenue attribution\u003cbr\u003e• Compared social media effectiveness across channels |\n\n#### 3. Tableau Dashboard Development\n\n| Component | Highlights |\n|-----------|---------|\n| **Dashboard Suite** | Developed three interconnected dashboards:\u003cbr\u003e• Customer Demographics\u003cbr\u003e• Marketing Effectiveness\u003cbr\u003e• Product Sales \u0026 Purchase Patterns |\n| **Technical Elements** | • Created 41 calculated fields for dynamic analysis\u003cbr\u003e• Implemented data source filters for outliers |\n| **Visualization Techniques** | • Utilized Dynamic zone visibility for detailed exploration of different marketing channels\u003cbr\u003e• Treemap for country-wise Revenue and Customer analysis\u003cbr\u003e• Interactive KPIs based on filtered segments\u003cbr\u003e• Cross-referenced visualizations |\n\n---\n\n### 🗝️ Key Insights:\n\n**Customer Demographics**\n- Identified Spain, South Africa, and Canada as top markets by revenue and customer count\n- Discovered *Midlife segment (45-54 years)* constitutes the largest customer group across countries\n\u003e [!IMPORTANT]\n  \u003e **Value Discovery:** Child-free customers demonstrate significantly higher value, generating:\n  \u003e - $695,384 in revenue from just 630 customers\n  \u003e - 2-5× higher spending across all product categories\n  \u003e - Higher average income across all age groups\n\n\u003cdiv align=\"center\"\u003e\n  \u003cimg src=\"https://github.com/user-attachments/assets/a44af12e-fb0c-4ba5-aee3-1f61fd918eda\" alt=\"Customer Demographics Dashboard\" width=\"85%\"/\u003e\n  \u003cp\u003e\u003cem\u003eDashboard showing revenue distribution across countries and spending patterns by demographic segments\u003c/em\u003e\u003c/p\u003e\n\u003c/div\u003e\n\n**Marketing Effectiveness**\n- Quantified marketing attribution at **8% of overall revenue** from Q3 2012 to Q2 2014\n\u003e [!IMPORTANT]\n\u003e **Value Discovery:** Determined *social media channels* (Facebook, Twitter, Instagram) were **4x more effective** than traditional channels\n- Highlighted Instagram as the highest-value channel (highest basket value at $126, lowest deal usage at 1.1)\n- Measured recent campaign success rates: Instagram (56%), Facebook (55%), Twitter (38%)\n\n\u003cdiv align=\"center\"\u003e\n  \u003cimg src=\"https://github.com/user-attachments/assets/21af8a48-6e92-48e4-9613-759339931a19\" alt=\"Marketing Effectiveness Dashboard\" width=\"85%\"/\u003e\n  \u003cp\u003e\u003cem\u003eDashboard comparing Marketing Channels and their effectiveness across customer demographies and product patterns\u003c/em\u003e\u003c/p\u003e\n\u003c/div\u003e  \n\n**Product \u0026 Purchase Analysis**\n- Identified Liquor and Meat products as dominant sales categories (75% of overall revenue)\n- Discovered *child-free customers* **outspend** those with children by **2-5x** across all categories\n- Recognized global preference for walk-in shopping despite improvements in online ratios\n\u003e [!IMPORTANT]\n\u003e Tracked significant improvements in online purchase-to-web-visits ratio in Q1 2014\n\n\u003cdiv align=\"center\"\u003e\n  \u003cimg src=\"https://github.com/user-attachments/assets/74c0cd49-805e-46bb-815e-14336a1a2065\" alt=\"Products and Purchasing Patterns Dashboard\" width=\"85%\"/\u003e\n  \u003cp\u003e\u003cem\u003eDashboard showing product category performance and purchasing behavior across demographic segments\u003c/em\u003e\u003c/p\u003e\n\u003c/div\u003e\n\n---\n### 📊 Recommendations to Business:\n\nBased on the comprehensive data analysis, the following strategic recommendations were presented to enhance 2Market's business performance:\n\n**Business Recommendations**\n- Mitigate risk by expanding customer base outside Spain.\n- Increase basket size for mid-life customers.\n- Focus on high-revenue customer segments, particularly child-free customers.\n- Prioritize Social media marketing, Instagram and Twitter\n  - Instagram for child-free high value customers\n  - Twitter for mid-life customers with children.\n- Diversify product offerings beyond liquor and meat.\n- Enhance in-store shopping experience for customers with children.\n\n**Technical Recommendations**\n- Conduct further analysis at regional levels to tailor marketing and product strategies more effectively.\n- Gather more granular product, invoicing and marketing data to refine sales and marketing strategies.\n\n---\n### The Tableau Dashboard is available here: [2Market Customer Analysis](https://public.tableau.com/views/2Market_Analysis_SujithKumaarKC/MarketingEffectivenessDashboard?:language=en-US\u0026:sid=\u0026:redirect=auth\u0026:display_count=n\u0026:origin=viz_share_link)\n","project_url":"https://awesome.ecosyste.ms/api/v1/projects/github.com%2Fsujith-da279%2F2market_consumeranalytics","html_url":"https://awesome.ecosyste.ms/projects/github.com%2Fsujith-da279%2F2market_consumeranalytics","lists_url":"https://awesome.ecosyste.ms/api/v1/projects/github.com%2Fsujith-da279%2F2market_consumeranalytics/lists"}