Maven Marketing Campaign Results

Marketing Campaign Results

Marketing campaign data of 2,240 customers of Maven Marketing, including customer profiles, product preferences, campaign successes/failures, and channel performance.

Records from July 2012 - June 2014

Following are some questions we will try to answer in this dashboard:

• Are there any null values or outliers? How will you handle them?
• What factors are significantly related to the number of web purchases?
• Which marketing campaign was the most successful?
• What does the average customer look like?
• Which products are performing best?
• Which channels are underperforming?

Data Cleaning and Transformation:

Calculated age as of 2014.

Created age groups as 18-25 - Young, 26-35 - Adult, 36-55 = "Middle Age", 55 above - "Senior".

Check for Outliers:

There were 3 customers (ID - 11004, 1150, 7829) with birth_year - 1893, 1899, 1900 who are over 100 years old. If there are more customers then this information can be sent to data engineer team for validation, but here I have removed them from dataset

There are 201 customers whose education is listed as 2n cycle which is equivalent to Masters degree. Hence updated those records to 'Masters' as education.

There are customers with Marital_Status as Absurd, Alone, YOLO, so I updated their status as 'Single'.

There were 4 customers (ID - 3955, 11110, 5555, 11181) with 0 purchases via offers, web, catalouge or store, but they had a dollar amount in transaction columns for food categories. removed these records from dataset.

Dashboard Screenshot: