Methodology
Project Goal
Identify key customer segments.
Compare overall performance between the affiliate program (Referrals) vs inbound marketing (Marketing campaign).
Develop targeted marketing campaigns.
Scope
This Project offers valuable data on inbound marketing performance, affiliate leaderboard, payouts, and overall affiliate program performance.
The project will focus on analyzing customer transaction data from the past 3 years.
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
To fulfil this project the Global table is required as well but focusing on the Promo Code: column which stores the usernames of affiliates and all the campaign labels of the inbound marketing.
Data Cleaning
Handle missing data, outliers, and inconsistencies in the data.
Transformation
Transform data into a structured format suitable for analysis.
The Affiliate DB: This is the record of candidates who are affiliates it contains Date Joined, Username and Payout. Any Promo code that is not in this list is Inbound Marketing.
This aims to categorize the lead source effectively.
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
Customer segments identified: Customers via the Affiliate Program; Customers that were referred by either existing customer’s or via workers within the hub and leads that came as a result of the success of marketing campaigns.
Key Insights
There was more revenue from the inbound marketing than the affiliate program.
The company owed the people who referred customers to the organization as that was the aim of the affiliate program; Offering incentives to motivate more candidates to refer people to subscribe to the courses.
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 remains the prominent source of revenue, so focus on it should increase.
Increase incentives offered to drive the affiliate program.
Hinderances Faced:
Presentation
Prepared a presentation to communicate project outcomes to stakeholders.
Handover
Handed over deliverables and documentation to the marketing team for implementation.
Affiliate Program embed code: