Data

The dataset used in this project contains information on a fictitious global supermarket's (2Market's) costumers. Including, customers’ demographics, income, expenditure on products, purchasing behavior and advertising channels preference.

Please note that the scenario in this project is fictitious. Any resemblance to real persons, living or dead, is purely coincidental.

Data was analysed in Excel and SQL and visualised/presented using Tableau - a dashboard was created aiming to guide the decision making of 2Market's marketing team.

Scenario

2Market is a global supermarket chain, selling products online and in-store. The company has not gained new customers since 2014, 70% of its customers have not made a purchase in the last month and 56% purchase less than once a month. Given this, the Company is not growing enough and risks losing competitiveness and market share in the near future. Thus, the purpose of this project is to analyze 2Market’s customers purchase behavior to discover: Which customers should 2Market target and how, to better serve the current customers and gain new ones to grow its revenue in the next year in line with the market trend?

In this context, the following questions are addressed:

Who are 2Market’s customers? What is the profile of customers with a $90 to $100 thousand income (high income customers or “HIC”)? What products better satisfy the customers' demand? Which advertising channels should 2Market use to make customers more aware of their brand?

Insights

Below, the video leads you through the main conclusions of the analysis:

Additionally, the following report allows you to find further details on the analysis performed, insights extracted and conclusions reached:

Finally, the dashboard built for this project can be found on my Github repository here.