Maven Cafe Analysis

The Maven Cafe Rewards program is designed to enhance customer loyalty and drive revenue through targeted promotional offers. As the Senior Marketing Analyst, the objective was to evaluate the effectiveness of these promotions over a 30-day period, identify key customer segments, and derive actionable insights that could inform future marketing strategies. By understanding customer behavior and preferences, the aim was to maximize the return on marketing investments and ensure sustained growth.

Analytical Approach & Key Insights:

1. Customer Engagement & Demographics:
   • Overview: The analysis began with an assessment of overall customer engagement, revealing that out of 76,277 offers sent, 33,579 were completed, indicating a solid 44% completion rate.
   • Demographics: The majority of the revenue came from middle-aged (41-60) and senior (60+) customer segments, who also had higher average transaction values. These groups, particularly those in higher income brackets, proved to be the most responsive to offers.
2. Effectiveness of Promotional Offers:
   • Offer Types: BOGO (Buy One, Get One) and discount offers were the most popular and effective in driving customer action. The analysis of channels showed that email and mobile platforms were the most successful in delivering these offers.
   • Conversion Rates: The flow from offer receipt to completion highlighted strong engagement, especially within higher-income segments. However, a noticeable drop-off between offers viewed and completed suggested opportunities for enhancing the customer journey.
3. Transaction Analysis:
   • Revenue Trends: Revenue generation peaked during specific hours, correlating with targeted promotional activities. The analysis of transaction values indicated that higher income customers were not only spending more but also responding more positively to promotions.

Impact & Strategic Recommendations:

The insights derived from this analysis provided a clear pathway for enhancing the Maven Cafe Rewards program. By focusing on the most responsive demographics and optimizing offer timing and distribution channels, the marketing team can better align promotions with customer behavior, driving higher conversion rates and increasing revenue. Additionally, the findings suggest that personalized, data-driven offers, particularly those targeting middle-aged and senior customers, will yield the most significant impact.

Overall, the project successfully identified key areas for improvement and provided actionable recommendations that will help Maven Cafe continue to grow its customer base and revenue in the future.

Power BI Link for project (request access): Link

Google Drive Link for project : Link