MY WORK
consumer behaviour and segmentation analysis
Improve your Understanding of your Customers with Data-Driven Insights
Discover the true drivers behind your customers' buying decisions with in-depth analysis of consumer behaviour and shopping habits. By identifying patterns and trends in how and why consumers choose, I help you gain vital insights that will help you fine-tune your product offerings and marketing efforts!
Improve the efficiency of your marketing campaigns by applying new insights
Improve your Revenue and Conversions
Get Strategies that facilitate long-term growth
HIGHLIGHTED PROJECT FRAGMENTS
Below are some highlights from one of my marketing performance analysis projects. Although you will only see a few snippets from a much larger project below, it can give you a better idea of how I work, and what I can do for you.
Note: names and other sensitive information regarding involved parties and the data and other information used will be masked, modified or anonymised.
PROJECT OBJECTIVES
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- Mapping out the demographic characteristics of consumers and segmenting them into clusters.
- Identifying which consumer segments are the primary revenue sources for the client and where improvements can be made.
- Specifying which categories and products perform best, and whether there are patterns in combination with consumers' demographic characteristics.
- Developing recommendations and a data-driven strategy for future segmentation and marketing campaigns.
DATA OPTIMIZATION
A first step in almost every project is collecting and cleaning the relevant data. In this specific project, the data was provided by the client in several separate data frames and Excel files. These were then combined into a single large dataset, allowing for a precise and comprehensive analysis that leverages all aspects of the available data.
Before conducting data analysis, it is crucial to check the quality of the data and understand the various available variables and observations. Most datasets, including the one for this project, contain errors or are incomplete. Therefore, each dataset is thoroughly verified first.
DATA ANALYSIS
After supplementing or removing any missing data, a further initial exploration of the data is conducted. This involves examining the distributions of values across all variables. The power of data lies largely in a solid analysis of the right information. Most organizations have a wealth of data at their disposal, though they may not always realize it or make full use of it. This is a missed opportunity, as data can be a key to better insights and improved results for almost any organization. Data analysis can take many forms, with each project and goal requiring a customized approach tailored to the specific circumstances and characteristics of the client and the assignment.
A first step in many projects is visualizing the distribution of variables, which can immediately provide important insights. For example, we can see that the client's consumers range in age from 18 to 70 years. Furthermore, the majority of consumers are men, although over 30% are women. Lastly, we map the location or origin of the consumers and observe a wide distribution across all geographic areas included in the dataset. These insights already tell us a lot about the consumer distribution and provide a strong foundation for developing strategies for demographic targeting to improve results.
These insights are further supplemented by more in-depth analyses of consumer demographic data. For instance, these analyses might show the average age distribution of consumers per product category or location. We also examine gender distributions to identify whether certain products are particularly popular among specific types of consumers.
With even greater depth, we can analyze whether the gender distribution for a particular product varies by region or location. This analysis is not limited to gender but can also consider age or other demographic characteristics. This way, we can create a highly detailed picture of who the consumer is and whether different consumer groups can be identified, differing in how the client can best approach and serve them for optimal results.
Through various analytical methods and visualizations, a comprehensive overview of many aspects of the dataset can be created. Not only consumer data but also product data such as sizes, seasonality, price, color, and more can be analyzed. Based on this, extensive and highly effective strategies can be developed that integrate consumer data, business data, and product data.
Moreover, more advanced analyses can be conducted to map different customer segments. Complex statistical formulas and methods can find and confirm the optimal distribution among customer segments, ensuring that the recommendations and strategies are based on hard facts rather than estimates or intuition.
RESULTS & RECOMMENDATIONS
A solid data analysis is crucial, but the conclusions drawn from it are perhaps even more important. After a careful analysis of the data, all information and results from the conducted tests and models are compiled. Based on these results, we can formulate answers to the research questions and objectives of the project. Below is a brief and anonymized summary of the data analysis results for this project.
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- The client's consumers have been mapped out. Clear distributions have been established regarding age, gender, location, payment method, purchase amount, customer relationship, and more. These results provide a good overview of the demographic characteristics of all consumers, as well as the consumers for specific product categories or products.
- The report details which consumers are the most profitable for the client and where significant improvements can still be made. These findings are consolidated into recommendations and strategies that help the client improve results.
- The full report also includes precise analyses that provide deeper insights into various product categories and characteristics such as color, size, price range, seasonality, and more. Based on this, it has been mapped out which products perform well among different types of consumers. These recommendations can assist in developing accurate targeting strategies for future marketing and segmentation campaigns.
- Comprehensive reports of the analyses and in-depth recommendations and strategies are further elaborated in the private report. Due to privacy regulations, the protection of business information, and the confidentiality of our precise methodologies that ensure optimal results, we cannot display everything on this page.
CONCLUDING REPORT
At the end of each project, a comprehensive report is prepared for the client, detailing all analysis results, conclusions, and recommendations. This report is far more extensive and specific than what is presented on this webpage, as we cannot display all data and steps.
Based on this report, clients can take concrete and effective steps to achieve their personal goals, and improve their results.
Besides a final report for the relevant assignment, I can also help you implement the recommendations, or conduct follow-up research into new insights!
