2Market
Exploratory analysis and presenting insights
I helped 2Market, a leading international supermarket chain by analysing consumer datasets, I uncovered valuable insights into customer behaviour, sales trends, and advertising effectiveness.
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The business problem I identified centres around the marketing team struggling to generate adequate new business growth due to uncertainty around customer demographics and advertising.
The report considered the following questions:
· “Who are 2Markets customers?”
· “How do their customers interact with products?”
· “How effective have their advertising methods been?”
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Conducted exploratory analysis on Excel, SQL and tableau to identify anomalies and trends
Data cleaning on Excel by addressing key data cleaning qualities (‘accuracy’, ‘completeness’, ‘consistency’, ‘uniqueness’, and ‘timeliness)
Imported data into SQL for further data manipulation and analysis
Imported marketing data and advertising data files into Tableau using an ‘Inner Join’ to conduct explanatory analysis and build interactive visualisations and dashboards
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Suggested targeting certain customer demographics
Suggested optimising advertising approach
Suggested adjusting top selling products based on customer preferences
The client requested a dashboard which is provided below, along with the presentation.
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Excel
Tableau
PostgreSQL
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This project lasted 6 weeks and I received a final grade of Distinction
Key insights and recommendations
(Please scroll through the dashboards below)
2Market: Customer Demographics Dashboard
2Market: Product Sales Dashboard
2Market: Advertising Dashboard
Final Presentation
Insights and Recommendations
Customer Demographics
Identified a core customer segment of $50K-$90K income earners as having the highest spend per customer, and suggested targeting marketing to this customer segment.
Identified customers 'without children' spend c.$700 more annually than customers 'with children', and suggested targeting marketing to this customer segment.
Product Sales
Identified a core customer segement of 45-74 year olds having the largest percentage share of spending on the top selling product ('Liquor') compared to other products.
Identified a core customer segement of $50K-$74K income earners having the largest percentage share of spending on the top selling product ('Liquor') compared to other products.
Advertising
Determined Twitter and Instagram as highly effective ad platforms globally; identified regional opportunities like the effectivenss of Facebook in the U.S.
Highlighted bulk emails' success in India and the U.S., recommending increased focus on personalised email campaigns.