Data Analysis Report -XYZ.

Ltd
NAME- SHRISTI PAL
POSITION- BUSINESS DATA ANALYST
AFFILATION – JAIPURIA INSTITUTE OF MANAGEMENT
DATE OF SUBMISSION – 21/10/2024

Executive Summary

The company must enhance interaction on social media, website, as well as e-mail for better future
performance. In this case, using tactics like engaging highly active users in the social networks, and
ensuring website content which appeals to more page views, overall user interaction escalates. In email
marketing, optimizing of such components as subject lines, and focusing the content depending on
segmentation will positively affect the Open Rate and Click-Through Rate. Multi-omics or cross-channel
will be possible, meaning data of social, web and emails will have a combined customer analytics
approach. The approach of constantly evaluating the customers’ feedback and immediately applying such
changes without complex testing will ensure high user engagement over time.

Introduction

 We have been provided with the data of regarding customer spending on website, their annual
income, social engagement, open rate, page view.
 With the help of this data we are supposed to prepare a prescriptive analytics report, which will
help us understand the customer mindset, their online activities.
 This report will help us take future strategic steps for the company XYZ. ltd to improve market
position.

Prescriptive analytics
This scatter plot is providing insights about the relation of customer’s income and their spending
according to that.
CURRENT UNDERSTANDING
Cluster 1- Customer with low income and low spending.
Cluster 2- Customer with low income but high spending.
Cluster 3 – Customer with mid income and mid expenditure as well.
Cluster 4- Customer with high income and low expenditure.
Cluster 5 – Customer with high income and high expenditure.
ACTIONABLE INSIGHTS.
Cluster 1 - Focus on loyalty programs and mid-range product bundles to increase spending.
Cluster 2- Target affordable product ranges and offer financing options to drive purchases.
Cluster 3- Promote high end premium products to encourage higher spending.
Cluster 4- Offer flexible payments options installment for high value items.
Cluster 5- Leveraging premium offerings and personalized experiences for top-tier customers.
CONCLUSION-
To maintain overall growth of the company, it should focus on cluster 2. They have high income but low
spending that means they can be targeted by providing affordable product range and offering different
financial service – different payment options, EMI etc.
This bar graph gives information about social media engagement for each user ID. Over here the height of
the bar talks about their review and ratings.
CURRENT UNDERSTANDING
 With different User ID we have different engagement. We measure this engagement by the likes
on the post or reels, number of shares on the post or reels.
 Some user ids are showing negative engagement that means they did not enjoy social media
profile. The content on the website was not according to their liking.
 Some user ids are showing positive engagement that means they had content of their liking on the
profile that’s why preferred visiting that profile and gave positive response.

ACTIONABLE INSIGHTS
 First, they should investigate the reason for negative engagement whether it is genuine problem to
the user id or paid negative PR. To check that they should go through the profiles of the user
whether it is fake or real.
 Further to increase social media engagement – they should increase marketing efforts – posting
content that is trending on the social media, using audios on reels that are trending. These steps
will increase their social media engagement.
 They could collaborate with celebrity on their social media to furthermore increase engagement
as their fans base will also visit their profile.
CONCLUSION
It suggests the need for differentiated marketing strategies to maintain high-engagement users while
working to recover low-engagement segments. They should diversify their content for some time to see
responses on social media in terms of likes and shares. This would help them develop different strategies.

In this histogram we get to see frequency of page views across different range. It is named as page views
distribution.
CURRENT UNDERSTANDING
 The page view frequency is largely clustered around the normalized score of 1.0 and -0.5 with a
frequency of about 12 for page views closer to 1.0.
 Negative page views in the -1.5 – -0.5 range also appear to have regular occurrence but at a
significantly lower frequency to positive values.
ACTIONABLE INSIGHTS
 The segment around 1.0 shows that users or events are leading to increased activity in terms of
page views. This group could be targeted for promotion being among the most interactive in the
group. If this is done by directing the efforts to deliver great content or create better user
experiences, then this trend could continue. This means that if the appropriate needs of these
users are met, they will prefer to stay loyal to the brand.
 The negative values might possibly reflect the bad-performing content type with low user
engagement or users with low engagement. Find out if the content they feed these users is
relevant and work with the results based on user preferences. Unfortunately, users from these
ranges might remain inactive. Optimising user experience for this segment may go further in
increasing traffic and interaction from the users of this segment.
CONCLUSION
Users did not engage at a high level, then a company’s major goal should be to retain such users and
if the users engaged well then, the goal should be to make money on such users.
It is also important to see the points are randomly spread on the graph having some density at points but
no proportional relationship between open rate and click through rate.
CURRENT UNDERSTANDING
 TOP-RIGHT QUADRANT: Such campaigns for this region have very high open rates and also
high CTRs which mean that these emails are relevant. These campaigns are effective in their
ability to open the emails and the driving factor on the content too.
 BOTTOM-LEFT QUADRANT: Campaigns in this area are receiving far lesser responses in the
way of open rates and even clicks-through rates or CTR. This may mean that the content of the
mail is not so important or that the targeting approach requires enhancement.
 TOP-LEFT QUADRANT: We see these campaigns as having below-average Open Rates but
with high CTR. Readers who open the emails are, therefore, uncovering high-interest content —
this even though fewer people are opening the emails.
 BOTTOM-RIGHT QUADRANT: The email is opening frequently but no one is clicking through
the emails. This would imply that while the inbox must have a catchy subject line, the inside
content or links and calls to action may not be so interesting to warrant its attention.
ACTIONABLE INSIGHTS
 The campaigns listed below may be reproduced in terms of subject lines, content, offers or call to
actions in other related campaigns to improve overall results.
 Revise the targeting strategy, reconsider the subject lines or come up with new content of the
finished mailings to make both opening and click-through rates higher.
 Most mailings did not reach the recipients’ inboxes to begin with, while the inside of the email
seems engaging once the receiver has opened the email.
 Change the email body text particularly the CTA and the position of the links in the emails so that
the emails can easily be acted upon once the recipient opens the emails.
CONCLUSION
This is a very useful scatter plot to evaluate certain trends within email performance and to consider
where certain changes within the further email campaigns can/should be made. Businesses have the
chance to first and foremost understand where these points, or in other words, their opportunities and
threats are positioned to assess the effectiveness of carried out campaigns, as well as their suitability
regarding further content, targeted audience or engaging strategies.

COMPANY RECOMMENDATION

 To improve future performance, the company should focus on personalization across all channels.
From social media, target users with high engagement, while addressing negative interactions
through better customer service. For the website, optimize high-performing content to drive more
page views and improve SEO for underperforming areas.
 In email marketing, enhance subject lines for higher open rates and improve content and CTAs to
boost click-through rates. Segment email lists based on past engagement to increase relevance.
 Adopt a cross-channel strategy by integrating data from social media, website engagement, and
email to get a holistic view of customer preferences. This will allow more accurate targeting and
personalization.
 Lastly, regularly review customer feedback and make quick adjustments based on insights. Use
simple, quick updates to improve user experience and engagement without needing complex
tests.