WORD COUNT: Approx. 1500 words
Description
Purpose
Completing the task shows you important skills in data analysis, customer segmentation, and marketing strategy. You will learn how to extract, transform, and load data to evaluate customer behavior, segment customers based on their R/F/M attributes, and propose targeted marketing strategies based on these segments.
This task is important for several reasons. First, it teaches you how to work with real-world data and extract valuable insights from it. Second, it helps you develop analytical and critical thinking skills by analysing data sets and identifying patterns and trends. Third, it provides you with practical experience in customer segmentation, which is a critical component of marketing strategy. Finally, it helps you understand how to propose effective marketing strategies that target specific customer segments based on their behaviours and preferences.
This is an individual assignment, which requires you to analyse a given data set, interpret, draw conclusions from your analysis, and then convey your conclusions in a written report to a person with limited knowledge of marketing analytics.
The assignment uses the file MIS384_Assignment 1_Data.csv, which can be downloaded from CloudDeakin. Will send the data files
To run queries, use software google cloud big query
Link to the software:
https://console.cloud.google.com/bigquery (Google cloud console)
Context/Scenario
Kogan.com is one of Australia’s most successful e-commerce stores, founded by Ruslan Kogan in 2006. The online store offers a wide range of products, including electronics, homeware, beauty, and fashion, at competitive prices. To stay ahead of the competition, Kogan.com hired you as the marketing data analyst to gain insights into customer behaviours, manage inventory and boost sales.
Please answer the following questions raised by your shareholders and provide a report to assist them in understanding your analysis and providing suggestions.
How many customers purchased products each month on average?
What is the best-selling product in each Country? (Hints: use Quantity as the indicator for best- selling measure)
Score customers by ranking them based on R/F/M attribute separately (Hints: RFM stands for Recency, Frequency, and Monetary value. It is a framework used by businesses to segment their customers based on their purchasing behaviour.)