Sprocket Central Pty Ltd , a medium size bikes & cycling accessories organisation, has approached KPMG Data Analytics team.

Primarily,the company needs help with its customer and transactions data. The organisation has a large dataset relating to its customers, but their team is unsure how to effectively analyse it to help optimise its marketing strategy.

As a Data Analyst, It was my role to provide with important insights. The client provided KPMG with 3 datasets:

• Customer Demographic
• Customer Addresses
• Transactions data in the past 3 months

Data analysis was structured into three tasks by the company. Let us go through each task and analyse various aspects of Data analysis.

Data Quality Assessment

Here the objective was to draft an email to the client identifying the data quality issues and strategies to mitigate these issues. A data quality framework was also given

So necessary petroling was done in the dataset and a letter was drafted

Data Insights

Now we started to dive deep into the dataset. we need to start with a PowerPoint presentation which outlines the approach which we will be taking. The client has agreed on the following 3 phases as follows - Data Exploration; Model Development and Interpretation.

Data exploration - It is to familarize with the data, know the charactristics and find intial patterns hidden within it.

Data model Development - Here we segragate and indentify the customers according to their transcations done with the company. Recency-Frequency-Monetary (RFM) model was implemented. which classify customers according to how recent they purchase with the company, how frequent do they purchase, and how much revenue was company able to generate.

The detailed presentation is presented below

Data Insights and Presentation

Now it was time to create a dashboard for the client showing their top 1000 customers. Dashboard was made with the help of tableau software.

Note : click on any of the 3 state to analyse various characteristics of customers present in that demography.