Data Analytics
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2Market
Project type
Data Analytics
Date
May 2024
Location
London
2Market is a global supermarket which sells products online and in store. 2Market wants to understand their customer purchase behaviour. In particular, 2Market wants to understand the demographics of their customers, which advertising channels seem to be the most effective, which products seem to sell the best and if that varies based on demographic.
This insight into 2Market customer purchase behaviour will enable 2Market to target the right customer segment and market to each group effectively and appropriately. Insight into the most effective advertising channel will enable 2Market to efficiently allocate resources to advertising. The cost or impact of not knowing 2Market customer purchase behaviour is losing customers to competitors which will impact 2Market’s bottom-line.
To carry out the analyses, I first imported the data into excel. I carried out data cleaning, removed duplicates and removed outliers by calculating the first quartile (Q1), third quartile (Q3) and the interquartile ranges (IQR). I then calculated the lower and upper bounds by adding Q1 by 1.5 times the IQR and subtracting Q3 by 1.5 times the IQR.
The cleaned data was then imported into Tableau wherein I answered questions such as what is the average age of 2Market customers, what is the most popular product by income category, which country sells the best
I also used SQL to join the marketing dataset and the advertising dataset and answered questions such as what is the most effective advertising channel in each country and any demographic variations, what is the average spend per country, what is the total spend per product per country, what is the most popular product in each country, what is the most popular product per marital status, what is the most popular product by income.
Total sales by product and by country.
For total sales by product and country, I used Tableau to create a tabular or text chart as this allows me to show 2Market (client) how each product sells in each country including the totals for each country.
Age Group With The Highest Spend
To help 2Market understand their demographics, I created a Tableau chart which shows the distribution of the ages of 2Market and which of these age groups spend the most. The highest spending age group is the 50-54 years group and interestingly enough, 54 years is the average age of 2Market customers. This presents opportunities for targeted advertising.
Which Product Sells The Most In Each Group?
Now that 2Market is aware of the age distribution of its customers and how much each age group spends, I elucidated the most popular product in each age group. And this is Liquor or alcoholic beverages. This is a Tableau visualisation.
Which country sells the most?
2Market operates in 8 countries across several continents so it will be of great benefit for 2Market to know how its retail business is performing in the countries and continents where it operates. I used a map chart in Tableau to show the geographical performance of 2Market in the countries and continents where it operates. The highest selling country is Spain
What is the most effective advertising channel?
To answer the question "what is the most effective advertising channel?", I created a column chart in Tableau. A column chart enables me to show the composition of advertising channels in each country where 2Market operates. Taken together social media or digital advertising is the most effective channel of advertising for 2Market. The least effective advertising channel was print (brochure) advertising. These insights were consistent across countries and continents where 2Market operates.
