five data-driven marketing projects, including methodologies, tools, and actionable outcomes:
Customer Segmentation Using Clustering
• Company Example : Amazon (Online Retail)
• Dataset : Purchase history, demographics (age, income), browsing behavior.
• Steps :
1. Preprocess Data : Clean data, normalize features (e.g., spending frequency, average order
value).
2. Clustering :
K-means : Segment customers into groups (e.g., 4 clusters) based on RFM (Recency,
Frequency, Monetary) metrics.
Hierarchical Clustering : Validate clusters using dendrograms.
3. Profiles :
Cluster 1 (High-Value) : Frequent buyers, high spend. Target with loyalty programs.
Cluster 2 (At-Risk) : Declining purchases. Reactivate with discounts.
4. Strategies :
Personalize email campaigns (e.g., product recommendations for high-value segments).
Retarget inactive users with time-limited offers.
Tools : Python (scikit-learn, pandas), Tableau for visualization.
2. Marketing Campaign Analysis
Campaign Example: Nike Social Media Ad Campaign
KPIs : Click-through rate (CTR), conversion rate, ROI.
Steps:
1. Data Collection : Use Google Analytics, Facebook Ads Manager.
2. A/B Testing : Compare ad variants (e.g., different headlines/images).
3. Analysis :
Calculate ROI: (Revenue from campaign − Cost) / Cost.
Identify top-performing channels (e.g., Instagram vs. TikTok).
4. Insights :
Video ads had 20% higher CTR than static images.
Recommend allocating 70% budget to video ads.
Tools : Google Data Studio, Excel (PivotTables).
3. Churn Prediction with Predictive Analytics
Company Example : Netflix (Subscription Model)
Data: Usage (hours watched), payment delays, support tickets.
Steps :
1. Model Building :
Logistic Regression : Predict churn probability (target variable: churned=True).
Feature Importance : Identify top predictors (e.g., "days_since_last_login").
2. Strategies :
Offer free month to users with >80% churn risk.
Send personalized content recommendations to disengaged users.
Tools : Python (TensorFlow, XGBoost), SQL for querying user data.
4. Sentiment Analysis for Brand Perception
Brand Example : Starbucks (Social Media Reviews)
Steps :
1. Data Scraping : Collect Twitter mentions using Tweepy.
2. Sentiment Analysis :
VADER : Classify tweets as Positive/Negative/Neutral.
Topic Modeling (LDA) : Identify themes (e.g., "wait time," "coffee quality").
3. Insights :
Negative sentiment spikes due to "slow service."
Recommend staff training or mobile app promotions to reduce wait times.
Tools : Python (NLTK, spaCy), MonkeyLearn.
5. Price Elasticity Analysis
Product Example : iPhone (Historical Sales Data)
Steps :
1. Data : Quarterly sales and price changes (e.g., iPhone 12 price drops).
2. Regression Model :
Log-log model: ln(Sales) = β0 + β1 * ln(Price) + ε.
Elasticity = β1 (e.g., −1.5 → 1% price increase → 1.5% demand drop).
3. Strategy :
If elasticity is −1.5, avoid price hikes; focus on bundling (e.g., free AirPods).
Tools : R (lm function), Excel Solver for optimization.
Key Takeaways for All Projects :
Data Quality: Ensure clean, labeled data.
Actionability: Tie insights to specific tactics (e.g., "Cluster X responds to 10% discounts").
Tools : Python/R for analysis, Tableau/Power BI for dashboards.
