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Five Data

The document outlines five data-driven marketing projects, detailing methodologies, tools, and actionable outcomes for each. Projects include customer segmentation using clustering for Amazon, marketing campaign analysis for Nike, churn prediction for Netflix, sentiment analysis for Starbucks, and price elasticity analysis for the iPhone. Key takeaways emphasize the importance of data quality and actionable insights tied to specific marketing strategies.

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Soundar Dhanush
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34 views3 pages

Five Data

The document outlines five data-driven marketing projects, detailing methodologies, tools, and actionable outcomes for each. Projects include customer segmentation using clustering for Amazon, marketing campaign analysis for Nike, churn prediction for Netflix, sentiment analysis for Starbucks, and price elasticity analysis for the iPhone. Key takeaways emphasize the importance of data quality and actionable insights tied to specific marketing strategies.

Uploaded by

Soundar Dhanush
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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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.

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