Saima Abbas

Data Analyst | Machine Learning Enthusiast | Data Storyteller

Exploratory Data Analysis for 2Market

Overview:

2Market, a global supermarket, conducted a customer sales and marketing review which revealed a significantly lower online purchases via different social media platforms compared to their in-store sales. With the goal of increasing online revenue and improving lead conversion rates, I was tasked with analysing customers’ purchasing behaviour, demographics, and effectiveness of various advertising channels. I conducted a descriptive and diagnostic analysis of the supermarket’s marketing and social media advertising data. The analysis focused on identifying high-performing product categories, preferred platforms across demographics, and regional purchasing trends.


Based on the gathered insights, I was able to make the following recommendations:

Approach:

For this project Excel, SQL, PgAdmin and Tableau were used.

          
            The total spend per product per country

SELECT "country", 
SUM(m."liquor_sale") AS total_liqour_sales, 
SUM(m."fish_sale") AS total_fish_sales, 
SUM(m."veg_sale") AS total_veg_sales, 
SUM(m."nonveg_sale") AS total_non_veg_sales,
SUM(m."choc_sale") AS total_chocolate_sales, 
SUM(m."comm_sale") AS total_commodities_sales
FROM public.marketing_data m
GROUP BY "country"
ORDER BY "country" DESC;


          
        

Key Insights:

  • Customer Demographics: The average customer age is 54, with spending patterns varying by age and income as seen in the figure below.
Avarage customer age
  • Sales Trends: Liquor is the best-selling item across all demographics and regions.
Most popular social media platform
  • Advertising Effectiveness: Twitter, Instagram, and Bulk Mail are the most successful ad platforms.
Most popular social media platform

For a complete picture, please click on the links below and feel free to peruse my report, and view my complete SQL code and Tableau Dadshboard.