Objective:
To analyze a dataset related to a marketing campaign and derive actionable insights through exploratory data analysis, data visualization, and predictive modeling.
Data File: marketing_campaign.csv
The dataset contains information about customers, their demographics, and purchasing behavior.
Here's the information presented in a tabular format:
| Column | Description |
|---|---|
| ID | Unique identifier for each customer |
| Year_Birth | Year of birth of the customer |
| Education | Customer's level of education |
| Marital_Status | Customer's marital status |
| Income | Customer's yearly household income |
| Kidhome | Number of small children in the customer’s household |
| Teenhome | Number of teenagers in the customer’s household |
| Recency | Number of days since the last purchase |
| MntWines | Amount spent on wine products in the last 2 years |
| MntFruits | Amount spent on fruits products in the last 2 years |
| MntMeatProducts | Amount spent on meat products in the last 2 years |
| MntFishProducts | Amount spent on fish products in the last 2 years |
| MntSweetProducts | Amount spent on sweet products in the last 2 years |
| MntGoldProds | Amount spent on gold products in the last 2 years |
| NumDealsPurchases | Number of purchases made with a discount |
| NumWebPurchases | Number of purchases made through the company’s website |
| NumCatalogPurchases | Number of purchases made using a catalogue |
| NumStorePurchases | Number of purchases made directly in stores |
| NumWebVisitsMonth | Number of visits to the company’s website in the last month |
| Revenue | The amount of the purchase made by the customer during the last campaign |