Marketing Predictive Analytics

narayanan_UT — Wed, 11 Jul 2018 06:57:06 GMT

Executive Summary:

The Dataset is from a Major retail firm that sells children's clothing.

Strategy is to increase profits through:

Market segmentation
Demography and Sales Analysis
Elasticity modeling and Market Basket analysis

Visualization areas:

1.Intro

Contains snippets of different segments.
Segmentation is done through a tool called Latent Gold. K-means clustering could also be used,but since this method has arbitrary Cluster and seed inputs, chose Latent Gold which provides segments based on Probability scores.

2.Demography

A detailed analysis of different segments based on

Age, Income, Education & gender
Mode of Communication
Location
Added an interactive segment slicer

3.Sales

Analysis of product Sales for different segments using the following Visualizations:

Top 5 Products by Revenue
Revenue by month and Percent Change
Sales vs Units by Year - Added a play axis containing Year
Sales vs target

4.Analysis:

An interactive slicer containing different segments. Please note that this page makes sense only when a segment option is selected.

Price Elasticity Analysis:

Select a Segment and a Product to view Elasticity characteristics. Suggested price change and predicted revenue are displayed.
Analysis is done using Linear Regression with SAS. An alternate way to do this is by using an R script with Power BI.

Market Basket Analysis:

Find which products to combine to get the most out of the segments.
Analysis is done using Logistic Regression with SAS and Product affinities are displayed for every segment.

5.Challenges faced:

To pick which variables to segment on. Zeroed in on important behavioral and product attributes to achieve this.
Since Original Dataset had 220 features, choosing which ones to visualize required significant data munging.
Price Elasticity Analysis was done for 21 products each in 5 segments.
Market Basket Analysis involved performing logistic regression for 20 different products in every segment.
Involved Python code, power queries and pivot tables in Excel to bring data to a clean format.

eyJrIjoiZDc3Y2I0NjktODdhNy00ODljLWFlMDUtMGQ5NmViM2JiMzQxIiwidCI6IjhkMjgxZDFkLTljNGQtNGJmNy1iMTZlLTAzMmQxNWRlOWY2YyIsImMiOjN9

Re: Marketing Predictive Analytics

mdickinson2006 — Fri, 03 Aug 2018 14:50:09 GMT

Hi,

How can i download this or get a copy to use and test for modification for my own purposes.

Thanks

Re: Marketing Predictive Analytics

Legend — Mon, 26 Aug 2019 09:00:11 GMT

The report looks awesome! It would be very much appreciated, if you could provide *.pbix file.

Thanks you in advance.

Re: Marketing Predictive Analytics

Anonymous — Sun, 16 Feb 2020 19:56:58 GMT

Hi! Can you provide me the .pbi file?

Thanks!

Re: Marketing Predictive Analytics

awhite2589 — Fri, 29 Jan 2021 00:15:10 GMT

Hello,

Could I recieve a copy?

Thanks

Re: Marketing Predictive Analytics

maalmerri — Sun, 19 Sep 2021 10:27:43 GMT

I'll be grateful to you if you share the Pbix file with me maalmerri@scad.gov.ae

regards

topic Re: Marketing Predictive Analytics in Data Stories Gallery

Marketing Predictive Analytics

Re: Marketing Predictive Analytics

Re: Marketing Predictive Analytics

Re: Marketing Predictive Analytics

Re: Marketing Predictive Analytics

Re: Marketing Predictive Analytics