Challenge Objective

For the Maven Rewards Challenge, you’ll play the role of a Sr. Marketing Analyst at Maven Cafe.

You've just run a test by sending different combinations of promotional offers to existing rewards members. Now that the 30-day period for the test has concluded, your task is to identify key customer segments and develop a data-driven strategy for future promotional messaging & targeting.

The results need to be summarized in a report that will be presented to the CMO.

Dataset Info

About The Dataset that simulates the behavior of Cafe Rewards members over a 30-day period, including their transactions and responses to promotional offers. The data is contained in three files: one with details on each offer, another with demographic information on each customer, and a third with the activity for each customer during the period. The activities are divided into offer received, offer viewed, offer accepted, and transaction. For a transaction to be attributed to an offer, it must occur at the same time as when the offer was "completed" by the customer.

Conclusions

- Offers had a lot of engagement; 99,1% viewed & 75,2% completed.

• There's an inverse correlation between when Customers view offers & complete them. In terms of eficiency, that means having an effective marketing campaign. These point can be checked at Offers Time Analysis, it's interesting.

• Offers are viewed first & completed after. We can see their Sales peaks grouped this way:

  first peak at Day 7 of receiving the offer, Day 14, Day 17, Day 21 & Day 24

- In terms of Customers attributes, the different types of distributions are:

Gender: Male 57,2%, Female 41,3% & O 1,4%.

Age Group: Young Adult (18 to 35) 6%, Mature Adult (35 to 65) 41,6%, Senior (65 to 80) 20,2% & Elderly (+80) 32,2%.

Income Groups: Low Income 45,1%, Mid Income 40% & High Income 14,7%

Membership Groups: Before 2015 16,5%, Between 2015 and 2017 58,7% & After 2017 24,6%.

To conclude, we can see at Offers that:

• The most selled reward was $10 achieving being 20% of Total Sales followed by reward of 5$, that achieved being almost 14%.

• In terms of completed offers, the distribution changes, the reward $3 had the better engagement followed by the 2$. That means that being priced lower wasn't enough for achieving better Sales numbers.

• In terms of Promo Numbers; Bogo had a great Sales impact, as it almost got three times the numbers of Discount Sales.

• Channels Sales numbers were achieved by first all channels; and in second place if we had to choose between Social and Web it will be better to advertise by Social as it got most Sales numbers.

Hope you like it (: