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Data Science Project: Marketing Analysis

The document outlines a course-end project focused on marketing campaigns, emphasizing the application of data science techniques to analyze customer acquisition factors. It details the steps for exploratory data analysis, including data cleaning, variable creation, hypothesis testing, and visualization of results. The project aims to leverage the four Ps of marketing—product, price, place, and promotion—using various data variables to derive insights.

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Zoran zoran
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56 views3 pages

Data Science Project: Marketing Analysis

The document outlines a course-end project focused on marketing campaigns, emphasizing the application of data science techniques to analyze customer acquisition factors. It details the steps for exploratory data analysis, including data cleaning, variable creation, hypothesis testing, and visualization of results. The project aims to leverage the four Ps of marketing—product, price, place, and promotion—using various data variables to derive insights.

Uploaded by

Zoran zoran
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Applied Data Science with Python

Course-End Project Problem Statement


Marketing Campaigns

Problem scenario:
Marketing mix stands as a widely utilized concept in the execution of marketing
strategies. It encompasses various facets within a comprehensive marketing plan,
with a central focus on the four Ps of marketing: product, price, place, and
promotion.

Problem objective:
As a data scientist, you must conduct exploratory data analysis and hypothesis
testing to enhance your comprehension of the diverse factors influencing customer
acquisition.

Data description:
The variables such as birth year, education, income, and others pertain to the first
'P' or 'People' in the tabular data presented to the user. The expenditures on items
like wine, fruits, and gold, are associated with ‘Product’. Information relevant to
sales channels, such as websites and stores, is connected to ‘Place’, and the fields
discussing promotions and the outcomes of various campaigns are linked to
‘Promotion’.

Steps to perform:

1. After importing the data, examine variables such as Dt_Customer and Income
to verify their accurate importation.

2. There are missing income values for some customers. Conduct missing value
imputation, considering that customers with similar education and marital
status tend to have comparable yearly incomes, on average. It may be
necessary to cleanse the data before proceeding. Specifically, scrutinize the
categories of education and marital status for data cleaning.

3. Create variables to represent the total number of children, age, and total
spending.
a. Derive the total purchases from the number of transactions across the
three channels.

4. Generate box plots and histograms to gain insights into the distributions and
identify outliers. Implement outlier treatment as needed.

5. Apply ordinal and one-hot encoding based on the various types of categorical
variables.

6. Generate a heatmap to illustrate the correlation between different pairs of


variables.

7. Test the following hypotheses:


a. Older individuals may not possess the same level of technological
proficiency and may, therefore, lean toward traditional in-store shopping
preferences.
b. Customers with children likely experience time constraints, making online
shopping a more convenient option.
c. Sales at physical stores may face the risk of cannibalization by alternative
distribution channels.
d. Does the United States significantly outperform the rest of the world in
total purchase volumes?

8. Use appropriate visualization to help analyze the following:


a. Identify the top-performing products and those with the lowest revenue.
b. Examine if there is a correlation between customers' age and the
acceptance rate of the last campaign.
c. Determine the country with the highest number of customers who
accepted the last campaign.
d. Investigate if there is a discernible pattern in the number of children at
home and the total expenditure.
e. Analyze the educational background of customers who lodged complaints
in the last two years.

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