🔍 Project Overview
This project analyzes the Chinook Music Store database to uncover insights into customer purchasing behavior, sales performance, genre trends, and customer retention. The objective is to support data-driven business decisions in the physical music market using SQL-based analytics and business reasoning.
🎯 Business Objectives
Identify top-performing genres, artists, albums, and tracks
Analyze customer behavior, churn, and lifetime value
Evaluate regional market performance
Provide actionable recommendations for revenue growth and retention
🗄️ Dataset Description
The Chinook database consists of 11 relational tables, including:
Customers, Invoices, Invoice Lines
Tracks, Albums, Artists, Genres
Playlists and Media Types
It covers 24 countries and 25 music genres, enabling global market analysis.
🛠️ Tools & Technologies
SQL (MySQL)
CTEs, Window Functions, Joins, Subqueries
Excel (for visualizations)
Business Analytics & Reporting
🔎 Key Analyses Performed
Data quality checks (NULL handling, duplicate validation)
Revenue and invoice analysis by country, city, and customer
Top-selling tracks, artists, albums, and genres (USA & Global)
Customer purchase frequency and average order value
Customer churn analysis and inactivity tracking
Product affinity and cross-selling analysis
Customer risk profiling and lifetime value modeling
📊 Key Insights
Rock is the dominant genre in the USA and globally, contributing over 50% of US sales
USA leads in total revenue and customer base, while Czech Republic has the highest average spend per customer
Long-term customers generate the majority of revenue; new customers show early churn risk
Certain regions (Germany, France, Brazil) exhibit higher churn and require targeted retention strategies
Customers often purchase multiple tracks from the same genre or artist, enabling effective cross-selling
📈 Business Recommendations
Prioritize USA market with targeted Rock-focused promotions
Expand in high-value regions such as Czech Republic and Ireland
Reduce churn using personalized offers and loyalty programs
Use product affinity insights to drive bundled recommendations
Focus on converting new customers into long-term buyers
📁 Project Deliverables
SQL File: Complete analytical queries
Documentation: Detailed answers and business insights
Presentation: Executive-ready management deck
✅ Outcome
This project demonstrates the application of SQL-driven analytics to solve real-world business problems, convert data into insights, and deliver strategic recommendations suitable for senior management decision-making.
📎 How to Use
Load the Chinook database into your SQL environment
Run queries from the provided .sql files
Review documentation and presentation for insights and recommendations
📬 Author
Amar Aspiring Data Analyst | SQL | Analytics | Data Visualization