An online grocery store seeking insights:
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Undertake analysis to uncover more information about sales patterns
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Provide insights to inform a targeted marketing strategy
Key Questions
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Create more specific price range groupings to assist the marketing department.
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What are the different types of customers and how do their ordering behaviours differ?
Tools
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Python (​Pandas, NumPy, Matplotlib & Seaborn
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Jupyter Notebooks
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Excel
Data
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Instacart customer, product, & order data
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Source: instacart.com
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Customers: Customers (CSV)
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Orders: Orders (CSV)
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Departments: OneDrive
Skills
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Population flows
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Data wrangling
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Data merging
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Deriving variables
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Grouping data
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Python visualisations
Analysis & Insights
Instacart’s data sets were cleaned, wrangled, & analysed using Python (Jupyter Notebooks).
Data sets were merged and used to derive insights through grouping & aggregating the data, deriving new variables, and creating visualisations.
Excel was used to present the final report which included the population flow.
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More than half of the customer base is made up of Baby boomers and Generation X. The Millennial generation only makes up a quarter of customers
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Middle/high income, with dependents segment makes up the biggest number of customers and contributes the most to sales
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Although the high earner profile makes up a small cut of total customers, they spend on average more than customers across other profiles
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Almost half of customers fall into the 'Regular customer' category and 32% fall under 'Loyal customer'
Recommendations
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Customer loyalty:
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Seek to grow 'Loyal customer' segment through converting 'Regular customers'. Bring in 'New customers' pipeline with an aim to move through to 'Regular customer' and 'Loyal customer' segments
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Aim to achieve this via promotions targeted at gaining new customers, offering loyalty cards, loyalty discounts etc.
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Undertake market research for further insights on what will help win and retain customers from other supermarkets.
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Customer segmentation:
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Seek to grow Millennial customer base and aim to lock in their loyalty as they will become the future Generation X
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Seek to grow high earner segment which on average, these customers spend more than those under other profiles
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