Methodology
Goals:
Identify key customer segments.
Develop targeted marketing campaigns.
Scope
The project will focus on analysing customer transaction data from the past 3 years.
Data from various channels such as online registration and physical registration and activation programs will be included.
Stakeholders
Our key stakeholders include the marketing team, sales department, and senior management.
Project Planning
Timeline:2 months
My Resources: Data analysts, data engineers, social media managers and marketing specialists.
Milestones: ETL, analysis and presentation.
ETL
Data Identification
Customer transaction data was extracted be sourced from the company’s google docs and excel database.
Data Cleaning
Handle missing data, outliers, and inconsistencies in the data.
Transformation
Transform data into a structured format suitable for analysis.
Exploratory Data Analysis (EDA).
Compute summary statistics for customer demographics and registration and activation pattern.
Visualization
Visualize customer registration, activation, training method patterns over time and across different product categories.
Correlation Analysis
Identify correlations between customer demographics and interest habits.
Results Summary
Time segments identified: Days, Months with highest activation, revenue.
Location Segments identified: State with the highest activation rate.
Key Insights
Customers tend to purchase prefer physical training to online training, indicating potential for targeted upselling as the business has resources for classrooms and physical trainers.
The older aged students prefer physical attendance than the younger students.
Activation is higher in one state than the other.
Female customers are higher in numbers, some male’s customers were only present because a female they know informed and ensured they paid for the class.
Recommendations
Marketing campaigns targeting more female customers.
Focus display on physical classes being held when creating a marketing campaign.
Limitations:
Missing Data: Some of the data collected had some of the customer’s location missing. The objective of this data analytics project is to track the development of the business case documentation from inception to finalization. This project will help track registration, activations and conversion rates within the business units; An online schooling hub. The project aims to increase customer engagement and sales by identifying patterns and trends in customer data.
Presentation
Prepared a presentation to communicate project outcomes to stakeholders.
Handover
Handed over deliverables and documentation to the marketing team for implementation.
Visualization
Data Cleaning and Visualization ( Using my formulas and seeing the right numbers).
Gutentools is a collection of custom Gutenberg blocks.
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