| Tools | Excel, SQL, Tableau |
|---|---|
| Objective | Data Wrangling, Data Visualization |
| GitHub | View Project |
This project analyzes customer demographics, top-selling products, and advertisement effectiveness for 2Market, an international supermarket. The company is facing a decline in profits and aims to improve sales by understanding its customer base and optimizing its marketing strategies. Using data analytics, the goal is to uncover insights into customer behaviors, product preferences, and the performance of various advertisement channels to drive more targeted marketing efforts and better resource allocation.
2Market has been experiencing a decline in profits, and the company lacks critical insights into customer demographics, top-selling products, and advertisement performance. This project aims to:
Understand the demographics of 2Market’s typical consumer.
Identify top-selling products and product shares across various customer categories.
Analyze the effectiveness of different advertisement channels to optimize marketing strategies.
These insights will inform 2Market’s resource allocation, advertising campaigns, and help improve the overall sales performance.
Most typical consumers are from Spain, aged 45-55, married, and have a graduate degree.
The average customer makes 9.96 purchases per year, with 5.84 purchases in-store and 4.12 purchases online.
Alcoholic drinks and meat are the top-selling products, with consumption patterns varying significantly by age and income.
Older age groups and higher income brackets are more responsive to advertising.
Advertisement channels with a success rate of over 7% should be prioritized for cost efficiency.
This project includes several Tableau dashboards that provide detailed insights into 2Market's customer base, product sales, and advertisement effectiveness. The Tableau file can be found on Github for interactive exploration.
Demographics Dashboard: Displays a demographic profile of 2Market’s typical consumer.
Customer Profile Dashboard: Shows detailed customer information across various sales and purchase categories.
Products Dashboard: Highlights product share and demographic impacts on product sales.
Advertisement Dashboard: Analyzes the success of different advertisement types across various demographics.
This project highlights the importance of understanding customer demographics and purchasing behavior for improving marketing strategies. By focusing on the right product categories, understanding the impact of advertisements, and using data-driven insights, 2Market can optimize its resources and enhance its profitability.
Further analysis of customer order data over time to identify trends and seasonal variations.
Exploration of more advertising channels and campaigns to assess their effectiveness.
Implementing personalized marketing campaigns targeting the most responsive customer segments.