Marketing Data
General instructions:
Use Power BI to create an interactive report on this data set. The explanation and objectives
pertaining to this data are given below.
You will then present this report and the interesting findings to the class in a 20-minute
presentation. Therefore, it must be interactive and can include slicers or filters.
The report must also contain the following:
- A brief introduction – explaining the background behind the data and the objective, as
well as very briefly any data pre-processing that was performed on the data (how
missing values etc were handled) - either on its own page or on the same page as the
following
- At least 1 page describing the data characteristics (making use of appropriate visuals to
familiarise yourself and the audience with the sample and the attributes that you will
make use of in the report to achieve the objective)
- At least 1 page of appropriate visuals linked to the objective
- At least one R script visual
- A brief summary of the insights and findings
You will be working in a team of four or five. The tasks must be divided evenly between each
team member, where each member must be responsible for creating at least one page in the
report which they can present.
Take note of the following:
- The report must flow from page to page, as it must tell a story about the data.
Therefore, effective communication between the team members is important.
- You may use software of your choice (Excel, or Power BI etc.) to pre-process the data
as you may be required to do some data cleaning, or re-coding of variables
beforehand.
Some suggestions:
Based on the objective, identify the primary attribute of interest (i.e. the response). Include
some basic characteristics of this attribute (such as how it is distributed among the
observations). Then consider visualisations that will give the most insight into
relationships/patterns between this attribute and other attributes in the data.
If there are any geo-coded variables (such as country name, latitude/longitude etc.), make use
of this to include a map in your visuals, for example showing the distribution of the sample
geographically.
Dataset Information:
This data was collected through a loyalty program for a particular big supermarket chain.
Every time a customer shops at one of the stores, they swipe their loyalty card which then
collects information pertaining to that spend. This data was collected as part of the
supermarket’s marketing research efforts, where each of the customers were exposed to 6
marketing campaigns at various time points. Information pertaining to the customer’s
response to each campaign was recorded (either the customer took up the offer of the
campaign or not). Other information recorded in the data includes some of the customers’
characteristics, such as basic demographic information, country of residence as well as their
spending habits on various products at this supermarket chain.
Attributes
- Year_Birth: The year the customer was born in
- Date_last_Camp: The date that the customer was exposed to the last campaign
(campaign 6)
- Education: The highest education level (‘Basic = high school only, ‘Graduation’ =
university undergraduate degree, ‘Master’ = Master’s degree, ‘PhD’ = PhD degree)
- Marital_Status: marital status of the customer
- Income: The customer’s annual household level (in Dollars)
- Teenhome: The number of teenagers living with the customer
- MntWines: The amount spent on wine products at this store over the past two years
- MntFruits: The amount spent on wine products at this store over the past two years
- MntMeatProducts: The amount spent on meat products at this store over the past
two years
- MntFishProducts: The amount spent on fish products at this store over the past two
years
- MntSweetProducts: The amount spent on sweet products at this store over the past
two years
- NumDealsPurchases: Number of purchases made with a discount
- NumWebPurchases: Number of purchases made through the company's web site
- NumCatalogPurchases: Number of purchases made using a catalogue
- NumStorePurchases: Number of purchases made directly in stores
- NumWebVisitsMonth: Number of visits to company's web site in the last month
- AcceptedCmp1 to 6: The response of the customer to each campaign (campaign 1 to
6), 1 if the customer accepted the offer, 0 otherwise
- Country_code: The code for the country of residence
- Country: Country of residence
Objective
The objective is to use the data collected to determine how the customer’s characteristics
and behaviour influence their response to the last campaign (campaign 6).
