Inu + Neko Data-Analytics

Overview

What i did

As part of the Meta Introduction to Data Analytics course, I completed an analysis using the OSEMN method with the data provided.

First, I created a hypothetical approach to gathering the necessary data.

Next, I cleaned the data using a Jupyter notebook. Using the clean data I explored the data in Jupyter before creating visualizations in Tableau.

I was asked to create a specific visualization, take screenshots for submission, and briefly explain what the visualization tells about the data.

After being given the results of a model that a coworker created, I determined what to do with this new information and how it relates back to Inu + Neko.

Last, I wrote up my final insights based on all your previous steps and what would be best to share with Inu + Neko after interpretation. I submitted the project as a slide deck, created in Google Slides, for peer review.

Scenario:

Inu + Neko is a pet supply and services company that just started an e-commerce business. You have been asked to help them analyze their data to help them make better decisions in the future.

Inu + Neko had a lot of success with a marketing campaign and is seeing a lot of growth. The company wants to know how these new incoming customers differ from their past customers. Are there different items they should stock more of? Are there other things they should consider?

Approach:

Data Collection:

By utilizing first-party data from the Inu + Neko analytics dashboard we are able to obtain the historical data. This data should include relevant sales data, as well as website behaviors and conversions. The data collected should span the past sixth months and give us insight into the purchases generated by the recent ad campaigns. > Cleaned Data

Potential Roadblocks:

Dirty Data – The data will have to be carefully scrubbed to ensure accurate insights. For example, reformatting inconsistent data and removing duplicate data.
Lack of Data – Some of the data related to our queries may not have been collected. If we do not have the data we may need to use second-party data, or approach the business problem in a different way.

SMART Questions:

What five products have been purchased the most in the past six months? These are the items that Inu + Neko should increase stock more of based on the historical data.
In the past six months, what States generated the highest total sales? Based on the increase in sales from the ad campaign Inu + Neko can determine which locations to target future ads.
What was the average age of our customers over the past six months? Inu + Neko can use this data to raise awareness in key demographics.

KPIs:

Demographics – Inu + Neko wants to understand their customers. By collecting demographic data, such as age and location, they can advertise to a greater number of potential customers.
Total Sales – What regions generated the highest grossing sales in the past six months?

Product Sales – Which items have been most frequently purchased in the past six months?

Visualization:

Insights and Recommendations:

Based on the total sales Inu + Neko should stock more of the following items:
- 1. Reddy Beddy
  2. Cat Cave
  3. Kitty Climber
  4. Snoozer Hammock
  5. Snoozer Essentials

Inu + Neko has the highest total sales in New York. Future ad campaigns may benefit by targeting the North Eastern markets.
The average customer age has been consistently between 25 – 34.
The total sales have increased over the past six months. Projected sales will continue to increase.
The item category that generates the most sales is bedding.
Inu + Neko sells more cat products than dog products. Targeting cat owners may increase conversions.

Future Data Considerations :

Collect more data including conversion rates and website traffic.

Create a dashboard and gain further insight into how the data interact.
Gain insights on how much the average customer spends.

Gain insights on when the customers are more likely to make purchases.