1. Data Cleaning
Data integrity was the first priority. Using Excel, I conducted a principled inspection of marketing_data.csv and ad_data.csv:
- Invalid Entries: Removed impossible birth year records (e.g., 1894, 1900) to ensure demographic accuracy.
- Category Optimization: Normalised marital status conventions (e.g., getting rid of insufficient values like "Absurd" and "YOLO") for cleaner grouping.
- Financial Data Correction: Addressed missing income values by adjusting their format for proper entry as currency.
2. Assessing Market Performance
The Spanish market emerged as the leading market, contributing $0.7M of the $1.3M total global sales. Despite this regional strength, overall ad performance remains a challenge with a 6% success rate.
3. Product Strategy
Product performance remained statistically consistent across all eight countries. However, the contrast between product demand and campaign response indicates a necessary pivot in resource allocation:
- Category Leaders: Identified "Liquor" and "Non-Vegetable" items as the primary volume drivers, maintaining high performance across all customer demographics.
- Efficiency Gap: Data analysis revealed that Social Media channels (Facebook, Instagram, Twitter) vastly outperformed traditional methods like Bulkmail and Brochures.
- Conversion Floor: A strategic shift to digital-first marketing may help elevate the current ad success rate from its 6% baseline.
4. Dashboard Presentation
In order to maximize the potential of these data-driven insights, a Tableau dashboard was created. This provided stakeholders with an easy to understand interactive graphic, which enabled actionable growth opportunities to be identified.
Fully interactive dashboard available upon request.