https://github.com/sujith-da279/2market_consumeranalytics
Customer behaviour analysis for 2Market, a global retailer, delivering actionable insights across demographics, advertising channels, and product preferences.
https://github.com/sujith-da279/2market_consumeranalytics
business-data-analysis customer-segmentation data-visualization demographic-analysis marketing-analytics report sql tableau-dashboards
Last synced: 5 months ago
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Customer behaviour analysis for 2Market, a global retailer, delivering actionable insights across demographics, advertising channels, and product preferences.
- Host: GitHub
- URL: https://github.com/sujith-da279/2market_consumeranalytics
- Owner: Sujith-DA279
- Created: 2025-03-11T15:22:59.000Z (over 1 year ago)
- Default Branch: main
- Last Pushed: 2025-03-11T23:33:34.000Z (over 1 year ago)
- Last Synced: 2025-06-07T02:42:26.173Z (about 1 year ago)
- Topics: business-data-analysis, customer-segmentation, data-visualization, demographic-analysis, marketing-analytics, report, sql, tableau-dashboards
- Language: HTML
- Homepage:
- Size: 3.47 MB
- Stars: 0
- Watchers: 1
- Forks: 0
- Open Issues: 0
-
Metadata Files:
- Readme: README.md
Awesome Lists containing this project
README
# 2Market : Consumer-Analytics
### 📋 Project Brief
I conducted customer purchase behaviour analysis for 2Market, a global retailer, delivering actionable insights across demographics, advertising channels, and product preferences.
### ✅ Objectives
The analysis supported key business objectives:
- increasing profitability
- improving market position in different markets
- enhancing customer experience by targeted marketing strategies
### 🎯 Conclusion
The 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.
**Key Recommendations:**
- Expand beyond Spain to diversify market presence
- Target high-value child-free segments through Instagram
- Prioritize social media over traditional marketing (4x more effective)
- Enhance mid-life customer basket size and in-store experience
- Diversify beyond liquor and meat product categories
---
### Project Overview:
⏱️ Duration
🏆 Grade
🛠️ Tools
6 Weeks
96% (High Distinction)
---
### Analytical Approach:
#### 1. Data Preparation & Cleaning
| Process | Highlights |
|---------|---------|
| **Data Import** | Imported raw marketing data into Excel as structured table |
| **Data Cleaning** | • Converted data types for proper analysis
• Checked data integrity (duplicates, missing values)
• Identified and addressed outliers using min/max/average
• Standardized categorical data (marital status) with VLOOKUP
• Normalized date fields using TEXTSPLIT, IF, and DATE functions |
| **Initial Analysis** | • Created demographic distributions with box plots and line graphs
• Analyzed relationships between customer features (age, income, marital status, family composition) |
#### 2. SQL Analysis
| Process | Highlights |
|---------|---------|
| **Data Loading** | Loaded cleaned Excel data into SQL data-table |
| **Query Development** | Wrote complex SQL queries using Joins, Subqueries and Case Statements for detailed analysis. |
| **Analysis Focus** | • Identified best-selling products by country
• Determined most effective advertising methods by country
• Calculated marketing revenue attribution
• Compared social media effectiveness across channels |
#### 3. Tableau Dashboard Development
| Component | Highlights |
|-----------|---------|
| **Dashboard Suite** | Developed three interconnected dashboards:
• Customer Demographics
• Marketing Effectiveness
• Product Sales & Purchase Patterns |
| **Technical Elements** | • Created 41 calculated fields for dynamic analysis
• Implemented data source filters for outliers |
| **Visualization Techniques** | • Utilized Dynamic zone visibility for detailed exploration of different marketing channels
• Treemap for country-wise Revenue and Customer analysis
• Interactive KPIs based on filtered segments
• Cross-referenced visualizations |
---
### 🗝️ Key Insights:
**Customer Demographics**
- Identified Spain, South Africa, and Canada as top markets by revenue and customer count
- Discovered *Midlife segment (45-54 years)* constitutes the largest customer group across countries
> [!IMPORTANT]
> **Value Discovery:** Child-free customers demonstrate significantly higher value, generating:
> - $695,384 in revenue from just 630 customers
> - 2-5× higher spending across all product categories
> - Higher average income across all age groups
Dashboard showing revenue distribution across countries and spending patterns by demographic segments
**Marketing Effectiveness**
- Quantified marketing attribution at **8% of overall revenue** from Q3 2012 to Q2 2014
> [!IMPORTANT]
> **Value Discovery:** Determined *social media channels* (Facebook, Twitter, Instagram) were **4x more effective** than traditional channels
- Highlighted Instagram as the highest-value channel (highest basket value at $126, lowest deal usage at 1.1)
- Measured recent campaign success rates: Instagram (56%), Facebook (55%), Twitter (38%)
Dashboard comparing Marketing Channels and their effectiveness across customer demographies and product patterns
**Product & Purchase Analysis**
- Identified Liquor and Meat products as dominant sales categories (75% of overall revenue)
- Discovered *child-free customers* **outspend** those with children by **2-5x** across all categories
- Recognized global preference for walk-in shopping despite improvements in online ratios
> [!IMPORTANT]
> Tracked significant improvements in online purchase-to-web-visits ratio in Q1 2014
Dashboard showing product category performance and purchasing behavior across demographic segments
---
### 📊 Recommendations to Business:
Based on the comprehensive data analysis, the following strategic recommendations were presented to enhance 2Market's business performance:
**Business Recommendations**
- Mitigate risk by expanding customer base outside Spain.
- Increase basket size for mid-life customers.
- Focus on high-revenue customer segments, particularly child-free customers.
- Prioritize Social media marketing, Instagram and Twitter
- Instagram for child-free high value customers
- Twitter for mid-life customers with children.
- Diversify product offerings beyond liquor and meat.
- Enhance in-store shopping experience for customers with children.
**Technical Recommendations**
- Conduct further analysis at regional levels to tailor marketing and product strategies more effectively.
- Gather more granular product, invoicing and marketing data to refine sales and marketing strategies.
---
### The Tableau Dashboard is available here: [2Market Customer Analysis](https://public.tableau.com/views/2Market_Analysis_SujithKumaarKC/MarketingEffectivenessDashboard?:language=en-US&:sid=&:redirect=auth&:display_count=n&:origin=viz_share_link)