Exploring Customer Habits and Campaign Efficiency.
Realize the extent that ‘convenience’ is leveraged into how decision making processes are created. A person can swipe right, press a few digits to get a delicious meal delivered within nano seconds before the sun says goodbye.
As someone who often prefers to orchestrate my own meals in the kitchen, I was curious to see how others use these services. It was a fun project to work on and to uncover insights. Used Excel as my handy tool of choice.
Why I Chose This Project
The thing is … I need to build my portfolio. The second… well it’s food so I’m all in. It’s fascinating to think about how much time we save by having food or other things delivered. By going through the data, put on on my explorer and find out if there are any patterns. Also noting that there was a campaign done and concluding its effectivenes. All in all, I am here because I’m curious, practicing my data skills and want to uncover a few interesting tidbits about this data.
What You’ll Learn
This article will give you insights into customer spending habits, the effectiveness of the marketing campaign, and potential strategies to increase customer base, overall reach of current customer which leads to more revenue.
Key Takeaways
- Customers joined all year round. There is a decrease in the months of November, December, February and April. Highest being in January, March and July.
- Individuals aged 24-35 spent the most.
- There is a correlation between income levels and how much is spent. The more they make, they seem to spend more.
- Customers spent a total of $1.1 million.
- A larger number of customers spent no more than $800.
A Closer Look at the Data
Data set includes a lot of information like customer demographics, their age, family size, amount spent, date joined, to name a few. It spans across 39 columns and 2206 rows. This data was key to understanding which customer groups were most active and how they responded to marketing efforts. Original data can be found here
Analysis Process
First step was to clean the data, pluck out duplicates and isolate any outliers. From there created filters to distinguish the customers who were marketed to within campaign 6 and those who made a purchase.
Used general aggregations to find total amount spent, minimum, maximums and IF statements to organizing the customers by age group. Created pivot tables to show the number that bought during campaign 6 broken down by age.
Visual Insights
- Customer Join Times: This chart revealed a drop in new members in Q4, suggesting an opportunity to rally up promotions efforts during Q3.
- Income vs. Spending: This showed a clear link between higher income and increased spending.
- Spending by Age Group: A table highlighted that ages 36-50 spent the most, but the youngest and oldest groups had fewer purchases, presenting a marketing opportunity.
Main Takeaways
The project showed that the recent campaign was successful in engaging customers particularly in the middle-aged group. However, there’s potential to improve membership rates throughout the year. Additionally, creating strategies to engage the youngest and oldest age groups could expand the customer base. Tap into convenience, time and other pain points they may deal with.
There is a link between income and spending. It would be interesting to survey these customers to find out the reason why they used the service. Save time, better use of time, other for example.
Conclusion and Personal Reflections
I was thinking how does certain holidays or school schedule align with how customers use the deliver service. From people who have kids or who don’t . This project taught me a lot about how best to use Excel.
As for customer behavior, creating nuances when marketing to the different age and income brackets is benefitcial. One challenge was addressing the unexpected drop in Q4 sign-ups.
As mentioned before there is an opportunity to have targeted marketing campaigns during slower quarters and consider the unique needs of different age groups.
If you’re looking for a data analyst, let’s chat!