2. Marketing Dashboard
Background
Samba commerce is one of the fast growing e-commerce in Brazil, having just launched in 2021. It offers over 15,000 products across more than 50 product categories to customers throughout the country.
Problem Definition
The Head of Marketing at Samba Commerce has requested an interactive dashboard for analyzing customer behavior through RFM analysis. This will help them understand customers, make informed decisions, and improve loyalty and revenue growth.
Objective
Create an interactive dashboard that can be used to understand the business performance of Samba Commerce based on customer segmentation using RFM analysis.
Task & Actions
Result
The data analysis using RFM segmentation has resulted in the formation of 8 customer segments, with 50% of total customers falling under "Regular" and "Recent" segments.
From this segmentation, the company can create more targeted marketing strategies for each segment, such as offering special promotions for the "Best Customer" segment, while ignoring the "Lost Cheap Customers" segment due to their low value.
Additionally, identifying the top 3 most popular product categories for each segment can help in generating profits. Furthermore, the geo map shows areas without any sellers, indicating the need for more sellers in those areas to meet the market demand and increase sales.
