Project Background

ShopEasy, an online retailer, has been experiencing reduced customer engagement and conversion rates despite launching new online marketing campaigns. This project was initiated to conduct a detailed analysis and identify areas for improvement in their marketing strategies.

Insights and recommendations are provided in the following key areas:

• Decreased Conversion Rates
• Reduced Customer Engagement
• Customer Feedback Analysis

Methodology:

The project follows a structured approach:

• SQL: Data cleaning and preparation to ensure data quality and consistency.
• Python: Sentiment analysis of customer reviews to understand customer opinions and identify areas for improvement.
• Power BI: Development of an interactive dashboard to visualize key metrics and insights.

The SQL queries used to inspect and clean the data for this analysis can be found here. [Click here]

An interactive Power BI dashboard used to report and explore marketing trends can be found here. [Click here]

Data Structure & Initial Checks

The project utilizes data from various sources, including:

• Customer Reviews: Text reviews of products.

• Social Media Comments: Customer interactions on social media platforms (views, clicks, likes).

• Campaign Performance Metrics: Data related to marketing campaign performance, including website visitor behavior and conversions.

  Data Model

  

Executive Summary

Overview of Findings

ShopEasy faces challenges with declining customer engagement and conversion rates. While overall customer sentiment is generally positive, there's a need to address negative feedback. Key opportunities include optimizing marketing spend on high-performing products/content and improving customer feedback processes.

Insights Deep Dive

Decreased Conversion Rates:

• Main insight 1: Conversion rates vary by month, with peaks in January and September .
• Main insight 2: May recorded the lowest conversion rate (4%), highlighting the need for refined marketing strategies during this period.
• Main insight 3: January has the highest conversion rate (20%), driven by products like Ski Boots .
• Main insight 4: Ski Boots, Kayaks,Surfboard and Volleyball show high conversion rates .

Reduced Customer Engagement:

• Main insight 1: Social media engagement is declining, with decreasing views .
• Main insight 2: Click-through rate for engaged users is 15.37%, but overall clicks and likes are low compared to views .
• Main insight 3: Blog content has the highest views, especially in March and May .

Customer Feedback Analysis:

• Main insight 1: Average customer ratings are around 3.7, below the target of 4.0 .
• Main insight 2: Meanwhile the majority of customer reviews are positive, addressing mixed and negative feedback remains critical to enhancing overall customer satisfaction.

Recommendations:

Based on the insights, the following actions are recommended:

• Focus marketing on high-performing product categories.Prioritize marketing spend on products with proven high conversion rates to maximize ROI.
• Implement seasonal promotions.Capitalize on periods of high customer interest and purchase intent.
• Revitalize content with engaging formats.Increase customer engagement by providing more dynamic and interactive content.
• Optimize call-to-action placement.Improve content effectiveness by making it easier for customers to take desired actions.
• Analyze mixed and negative feedback.Proactively address customer concerns and improve product/service quality.
• Follow up with dissatisfied customers.Turn negative experiences into positive ones and improve overall customer sentiment.