Project Summary: The first six week LSE project involved a fictional situation I helped 2Market, a leading international supermarket chain, leverage data analytics to gain deeper customer understanding to boost sales. By analysing consumer datasets, I uncovered valuable insights into customer behaviour, sales trends, and advertising effectiveness.
The business problem I identified centres on suboptimal lead conversion due to a lack of understanding around customer demographics. This report considered the following main questions:
- “Who are the customers?”
- “How effective have current ad strategies been?”
- “How do customers interact with products?”
Analytical Approach Highlights:
- Cleaned and Pre-processed Data: Ensured data quality by meticulously identifying and addressing inconsistencies, improving database interactions, and guaranteeing completeness. There were particular issues with data types and the presence of outliers.
- SQL Analysis: Utilised SQL to conduct in-depth analyses, including total spend per country, demographic-based product popularity, and advertising platform performance. These insights revealed hidden patterns for informed decision-making.
- Actionable Dashboards: Designed user-friendly dashboards segmented by demographics, ad data, and product interactions. These dashboards followed WAI (Web Accessibility Initiative) guidelines for accessibility, allowing stakeholders to easily grasp key findings. These can be found below.
- Strategic Recommendations: Delivered actionable insights with a direct impact on 2Market's strategy. This included optimising advertising spend, tailoring marketing for specific demographics, and adjusting product categories based on customer preferences.
Key Insights and Recommendations:
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Identified a core customer demographic of 58-68 year-olds with higher product spend, recommending targeted marketing to leverage purchasing power.
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Determined Twitter and Instagram as highly effective ad platforms globally; identified regional opportunities like the presence of Facebook in the U.S.
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Advised reevaluation of brochure efficacy, pointing towards a shift in marketing tactics for improved engagement.
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Highlighted bulk emails' success in South Africa, India, and the U.S., recommending increased focus on personalised email campaigns.
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Proposed ad platform diversification, noting TikTok's superior revenue performance for innovative consumer engagement strategies.
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Revealed liquor and meat as top global product categories, suggesting intensified marketing efforts for these segments.
Professional Development and Impact:
- This project showcased my ability to manage large datasets, translate complex data into business insights, and deliver strategic recommendations.In particular I felt an extensive use of SQL played a central role in uncovering critical customer insights, guiding the supermarket chain toward strategic sales enhancements.
Presentation: https://youtu.be/-0Ojgvuysc8