Edtech Analysis

Introduction

A fictional EdTech company is focusing on accelerating its growth by increasing the number of enrolled users.

Therefore, I was asked to analyze various aspects of customer acquisition to see the status of new users’ growth in your company. The dataset was obtained from kaggle.

Overview of the dataset

The dataset contains 5 CSV files containg:

• lead_basic_details: Contains the basic details of leads
• sales_managers_assigned_leads_details: Contains the details of the senior and junior sales managers and their assigned leads.
• leads_interaction_details: Contains the details of call interactions of junior sales managers with the leads.Lead interaction details
• leads_demo_watched_details: Contains the details of the demo session watched by the leads.
• leads_reasons_for_no_interest: Contains the details of the reasons given by the leads for their lack of interest.

Insights:

• 18% of leads are successfully converted while 45% of leads dropped out at the earliest introduction stage.
• Leads who dropped out of the customer acquisition flow cited affordability, preferring offline classes and not being in interested in the subject.
• Majority of the leads who cited affordability are aged between 22-25 and are currently looking for a job. The company can look into having discussion with the leads' parents to see if they can support or introduce a more affordable payment model.
• The company could set up centres at Visakhapatnam, Kochi, Hyderabad and Mumbai if they wanted to better accomodate the clients who preferred physicals classes.
• The demo videos are not engaging as leads or even successfully converted leads rarely ever watched the entirety of the demo.
• Email Marketing has the most successfully converted leads even though it was the lowest generating source for all the leads.

Repository Structure

• html folder contains the exported HTML of the notebooks
• clean folder contains the cleaned data.