Retail & Marketing Analytics

Project Overview

2Market, a retail distribution company, needed to idenitfy its customer demographics and purchasing behavior, and the best marketing channels. 2,209 customer records were analyzed and uncovered actionable insights that optimized their marketing strategy.

Toolkit

Excel

Data cleaning, initial exploration, and outlier detection

SQL

Data merging, querying, and advanced analysis across multiple datasets

Tableau

Interactive dashboard creation for data visualization and stakeholder presentation

Methodology

Data Preparation & Cleaning

Imported the marketing dataset into Excel for initial assessment. Standardized inconsistent categorical data in Education and Marital Status features Identified and removed statistical outliers in Income and Age features to ensure data integrity. Validated data quality across 2,209 customer records.

Analysis Process

Conducted analysis across demographic features (Age, Education, Marital Status, Income, Country). Used SQL to merge customer data with advertising campaign data from social networks, brochures, and bulk email. Calculated lead conversion rates for each marketing channel. Performed segmentation analysis based on demographics to identify high-performing customer groups and channels.

Dashboard Development

Designed an interactive Tableau dashboard optimized for large-scale data visualization. The dashboard emphasizes clear visual hierarchy with purposeful color schemes that support data storytelling, strategic feature selection that highligh the most actionable insights. Precise indicators permit immediate understanding and interactive filters enable stakeholders to explore data independently.

Dashboard Preview

Interactive Tableau dashboard showing customer demographics, product sales by marital status, and advertising efficiency across different channels

Key Insights

Customer Demographics

• Core customer base concentrated in 40s-60s age range
• 50% married or in a relationship
• Highly educated: 50% graduate degrees, 20% PhDs, 15% Master's degrees
• Geographics: 50% Spain, 15% South Africa, 10% Canada
Purchase Patterns

• Liquor dominates sales at 50%, followed by meat 27%
• 50% of customers have children, yet kid-oriented products show minimal sales
• Indicates a potential market opportunity for family-oriented product lines
Marketing Channel Performance

• Digital channels significantly outperformed traditional marketing
• Social media and email campaigns achieved 5x higher conversion rates vs. brochures
• Strong case for reallocating budget from print to digital channels

Business Recommendations

1

Shift marketing investment to digital channels

The conversion data shows clear superiority of social media and email over traditional brochures.

2

Explore family-oriented product lines

Approximately 50% of customers have children, yet kid-focused products are underrepresented in current sales.