Marketing Analysis

predict number of product purchases using multilinear regression model

Goals

This notebook contains an analysis on some marketing data. The goal for this project was to do the following:

• Get acquainted with the data
• Clean the data so it is ready for analysis
• Develop some questions for analysis
• Analyze variables within the data to gain patterns and insights on these questions

Task - Task Details You're a marketing analyst and you've been told by the Chief Marketing Officer that recent marketing campaigns have not been as effective as they were expected to be. You need to analyze the data set to understand this problem and propose data-driven solutions.

Data Columns: -

1. ID - Customer's unique identifier
2. Year_Birth - Customer's birth year
3. Education - Customer's education level
4. Marital_Status - Customer's marital status
5. Income - Customer's yearly household income
6. Kidhome - Number of children in customer's household
7. Teenhome - Number of teenagers in customer's household
8. Dt_Customer - Date of customer's enrollment with the company
9. Recency - Number of days since customer's last purchase
10. MntWines - Amount spent on wine in the last 2 years
11. MntFruits - Amount spent on fruits in the last 2 years
12. MntMeatProducts - Amount spent on meat in the last 2 years
13. MntFishProducts - Amount spent on fish in the last 2 years
14. MntSweetProducts - Amount spent on sweets in the last 2 years
15. MntGoldProds - Amount spent on gold in the last 2 years
16. NumDealsPurchases - Number of purchases made with a discount
17. NumWebPurchases - Number of purchases made through the company's web site
18. NumCatalogPurchases - Number of purchases made using a catalogue
19. NumStorePurchases - Number of purchases made directly in stores
20. NumWebVisitsMonth - Number of visits to company's web site in the last month
21. AcceptedCmp3 - 1 if customer accepted the offer in the 3rd campaign, 0 otherwise
22. AcceptedCmp4 - 1 if customer accepted the offer in the 4th campaign, 0 otherwise
23. AcceptedCmp5 - 1 if customer accepted the offer in the 5th campaign, 0 otherwise
24. AcceptedCmp1- 1 if customer accepted the offer in the 1st campaign, 0 otherwise
25. AcceptedCmp2- 1 if customer accepted the offer in the 2nd campaign, 0 otherwise
26. Response - 1 if customer accepted the offer in the last campaign, 0 otherwise
27. Complain- 1 if customer complained in the last 2 years, 0 otherwise
28. Country - Customer's location

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