Customer Targeting Analysis
Project Information
- Category: Data Analytics
- Client: KPMG AU (Forage)
- Tools: Tableau, Excel
- Focus: High-Value Customer Identification
- Live Demo: View Dashboard
Customer Targeting Analysis
Advising a client on customer targeting strategies by analyzing demographic and transactional data to identify high-value segments.
Situation
During a simulation at KPMG AU, I was tasked with advising a client on customer targeting. This involved assessing data quality, identifying high-value customers, and presenting findings through interactive dashboards.
Interactive Tableau Dashboard
Task
The primary responsibilities included:
- Data Quality Assessment: Evaluating datasets for completeness and reliability.
- Target Analysis: Identifying high-value customers based on demographics and attributes.
- Dashboard Development: Creating visual reports to effectively communicate insights.
Action
To address these tasks, I scrutinized the data for accuracy, analyzed demographic trends to segment high-value customers, and designed a Tableau dashboard to present these insights clearly.
Dashboard Highlights & Results
💰 Product Line Costs
Analyzed Standard, Road, Touring, and Mountain costs vs. List Prices to determine profitability margins.
👥 Demographics
Provided a detailed breakdown of customer distribution by age and gender to tailor marketing efforts.
🛒 Transaction Channels
Compared Online vs. Offline transactions across states to reveal regional purchasing preferences.
🏷️ Brand Insights
Identified top-performing brands and product lines based on transaction volume.
Conclusion
The dashboards successfully communicated complex findings in a visually compelling manner, enabling the client to make informed decisions about targeting high-value customers. The analysis provided valuable insights into product costs, demographic distribution, and transaction preferences, enhancing the client's ability to tailor their strategies effectively.