DAT A ANALYS T PROJECT

KPMG DATA ANALYSIS

USING EXC EL
Presented by - Mukesh Patil
 GOALS AND OBJECTIVES
Objective n° 2 Objective n° 3
Segm ent custo mer s b ased on
Ana ly ze transactio n data to
dem og rap hic and transaction d ata
identif y trends and patterns.
to id entif y key custo mer g roup s.

Objective n° 1 Objective n° 4

Prep are the d atasets Cal culate and anal y ze the

f or anal ysis b y cleaning custom er lif etime v alue to
and co rrecting any identif y the m o st v al uabl e
inconsistencies. custom ers.
 DAT A PR EPAR ATI ON
Objective n° 1 - Prepare the datasets for analysis by
cleaning and correcting any inconsistencies.

Customer Address Data: Transaction Data:

○ Remove any duplicate records ○ Ensure that transaction_date
○ Ensure all state names are correctly is in a consistent date format.
formatted. ○ Remove any records with
missing or incomplete
information.
D ATA S ET 1
DATAS ET 3

Customer Demographic Data:

4. New Customer Data:
○ Identify and correct any erroneous data entries
○ Standardize address formatting.
(e.g., invalid characters in default).
○ Ensure consistent gender representation.
○ Standardize the format for missing data entries.
○ Correct any anomalies in job_title and
○ Correct any anomalies in gender representation.
job_industry_category.

D ATA S ET 2 D ATA S ET 4
 Customer Address Data Sample rows
customer_id address postcode state country property_valuation
2 6 Meadow Vale Court 2153 NSW Australia 10

4 0 Holy Cross 4211 QLD Australia 9

Court
5 17979 Del Mar Point 2448 NSW Australia 4

6 9 Oakridge 3216 VIC Australia 9

Court
7 4 Delaware Trail 2210 NSW Australia 9

Customer Demographic Data Sample rows

customer_id first_name last_name gender past_3_years_bike_related_ DOB job_title job_industry_c wealth_seg deceased_indicator owns_car tenure
purchases ategory ment

1 Laraine Medendorp Female 93 19644 Executive Health Mass N Yes 11

Secretary Customer

2 Eli Bockman Male 81 29571 Administrativ Financial Mass N Yes 16

e Officer Services Customer

3 Arlin Dearle Male 61 19744 Recruiting Property Mass N Yes 15

Manager Customer
 Transaction Data Sample rows:

transaction_id product_id customer_i transaction online_orde order_statu brand product_lin product_cla product_siz list_price standard_c product_firs
d _date r s e ss e ost t_sold_date

1 2 2950 25-02-17 FALSE Approved Solex Standard medium medium 71.49 53.62 41245

2 3 3120 21-05-17 TRUE Approved Trek Standard medium large 2091.47 388.92 41701
Bicycles

3 37 402 16-10-17 FALSE Approved OHM Cycles Standard low medium 1793.43 248.82 36361

New Customer Data: Sample Rows:

Custom first_n last_n gen past_3_years_bike_rel DOB job_title job_industry wealth_se deceased_i owns ten address postc sta coun property_v Ra Valu avg_annual_pur potential_r
er_id ame ame der ated_purchases _category gment ndicator _car ure ode te try aluation nk e chase_value evenue

1 Chicki Briste Mal 86 12- General Manufacturi Mass N Yes 14 45 Shopko 4500 QL Austr 6 1 1.71 28.7 28667
e r e 07-57 Manager ng Customer Center D alia 875

2 Morly Gener Mal 69 22- Structural Property Mass N No 16 14 2113 NS Austr 11 1 1.71 23.0 23000
y e 03-70 Engineer Customer Mccormick W alia 875
Park
CUS TOM ER SEG M ENT AT I ON
Objective n° 2 - Segment customers based on
demographic and transaction data to identify key
customer groups.
T RA NSAC TIO N A NAL YSI S
Objective n° 3 - Analyze transaction data to identify trends and
patterns
CUSTOMER LI FETIME VALUE ( CLV) ANALYSI S
Objective n° 4 - Calculate and analyze the customer lifetime value to identify the most valuable
customers
R ECOM M ENDAT IONS:
Q1. Provide recommendations for marketing strategies targeting high-value customer segments.

Ans:- Understanding that Affluent Customers have the highest average CLV.

1. Divide Affluent Customers into sub-segments based on factors like lifestyle, purchase behavior, and demographics to
identify specific needs and preferences.
2. Develop exclusive product lines or service packages designed specifically for Affluent Customers.
3. VIP Treatment - Offer personalized concierge services, priority customer support, and exclusive access to events or
products.

Q2. Suggest potential areas for business expansion based on new customer location analysis.

Ans:- QLD and VIC, while smaller, present opportunities for expansion and growth.

1. Establish a strong distribution network in QLD and VIC to ensure product availability.
2. Evaluate the infrastructure and logistics capabilities in QLD and VIC to support business operations.
3. Develop tailored marketing campaigns for each region to attract new customers.
Q3. Recommend improvements in product offerings based on transaction analysis.
Ans:-
1. Product Variations: Introduce different sizes, colors, or materials to cater to a wider audience.
2. Complementary Products: Offer complementary products to increase average order value.
3. Regularly monitor product sales, profitability, and customer feedback. Continuously refine product offerings based on data
insights.
 Internshala | 2 0 2 4

THANK YOU
Presented By : Mukesh Patil