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Customer Insights for marketing analytics

Problem Statement
Bicycle sales companies often struggle to understand the factors that drive customer purchases, leading to missed opportunities for targeted marketing and optimized product offerings. To address this, there was a need for a powerful analytical tool to provide deeper insights into customer demographics, lifestyle factors, and purchasing behavior, enabling data-driven marketing strategies and product development decisions.
Project Description

The Customer Insights for Marketing Analytics project involved creating an intuitive and visually appealing Power BI dashboard to analyze customer data for a bicycle sales company. The dashboard was designed to provide actionable insights by examining key demographic and lifestyle variables, such as gender, age, marital status, homeownership status, commute distance, and education level.

Key steps in the solution:

  • Data Collection: Gathered comprehensive data on customer demographics and behaviors, ensuring completeness and accuracy.

  • Visualization Design: Developed a user-friendly dashboard with interactive charts and graphs to represent customer distribution across various demographics.

  • Analysis: Analyzed trends and relationships in the data to uncover factors influencing bicycle purchases, such as shorter commute distances and middle-aged customers being more likely to buy bicycles.

This project emphasized usability and accessibility, ensuring that the dashboard could be easily interpreted by marketing teams to guide their strategies effectively.

Project Outcomes

  • Deeper Customer Insights: Provided actionable findings, such as identifying customers with shorter commutes and middle-aged individuals as key demographics for bicycle purchases.

  • Enhanced Marketing Strategies: Empowered the marketing team to focus on targeted campaigns aimed at high-potential customer groups, improving ROI.

  • Improved Product Development: Offered insights to guide the design and features of bicycles tailored to the preferences of key customer segments.

  • Business Impact: Demonstrated how data analytics and visualization could directly influence the company's bottom line through informed decision-making.

  • Skills Showcase: Highlighted proficiency in Power BI, data analysis, and strategic thinking, demonstrating the ability to transform raw data into actionable business strategies.

Tech Stacks

  • Data Visualization Tool: Power BI

  • Data Analysis: Power Query, DAX

  • Programming: SQL for data collection and transformation

  • Collaboration Tools: Excel for initial data preprocessing

Visualizations and Analytics
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