Portfolio Project 2: EDA using the "Marketing Campaign" Dataset
In this project I explored a dataset from Kaggle named "Marketing Campaign" in MySQL Workbench. The overall goal of this project is to help a grocery store with their marketing strategy by analyzing their marketing campaign results and customer information. For part 2 of this project, we are looking at the objective "Boost gross revenue by 10% by January 30, 2023." The key performance indicators (KPIs) that will be used to measure progress towards this objective are customer segmentation metrics and customer retention metrics.
Link to the dataset: https://www.kaggle.com/datasets/rodsaldanha/arketing-campaign
Summary of Steps:
First I answered 3 questions for customer segmentation
- How many customers who accepted each campaign were married/have a partner?
- How many customers who accepted each campaign had children (< 18 years old)?
- What is the average income of customers who accepted each campaign?
Then I answered 3 questions for customer retention
- How many customers enrolled each month in 2013?
- Is it taking too long for customers to purchase again? How many customers who enrolled between 10/01/2013 - 9/30/2014 did not make a purchase in over 2 weeks?
- Where are customers making the most purchases? (catalog, in-store, online)