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 |