Maven Reward Challenge

The Maven Rewards Challenge Dashboard was developed to address the need for deeper insights into customer behavior and the effectiveness of promotional offers within the Maven Rewards program. By understanding how different demographics interact with offers and spend, businesses can tailor their loyalty strategies to maximize customer retention and revenue growth.

Key point to the Analysis

As customers with age 118 have been identified as outliners and also in the overall context of age i've excluded them from the analysis. Perhaps i could implement the navigation from bookmars to page navigation and bookmars use to with 118 age and without 118, but i decided to exclude them. After excluding customers aged 118, the customer count dropped from 17K to 14.825K, reflecting a 12.8% reduction. Transactions decreased from 138.948K to 123.952K (10.8% drop), and total spend went from $1.775M to $1.735M, a 2.3% reduction. The average transaction value increased from $12.78 to $14.00, and the percentage of rewards relative to total spend slightly decreased from 9.28% to 9.17%. This exclusion provides a more accurate representation of the customer base and spending behavior, removing the skew introduced by the 118-year-old age group.

Analytical Approach:

The dashboard aggregates and visualizes key metrics, including transaction values, offer conversion rates, and customer segmentation by age, income, and communication channels. By leveraging data analysis, the project identifies patterns in customer engagement, highlights the most effective offers, and uncovers the channels with the highest conversion rates.

Key Insights:

1. Middle-Aged Customer Dominance: The analysis revealed that customers in the 50-59 age group are the most engaged and contribute the highest transaction values, making them a critical target for loyalty efforts.
2. Offer Effectiveness: "Buy1Get1" offers demonstrated a higher conversion rate compared to discounts, indicating customer preference for tangible benefits over percentage savings.
3. Channel Performance: Web and social media channels showed superior conversion rates, suggesting that these platforms are more effective for reaching and engaging customers.