MARKETING STRATEGY. FOR AN ONLINE GROCERY STORE
OBJECTIVE
Instacart, an online grocery store that operates through an app. Instacart already has very good sales, but they want to uncover more information about their sales patterns. Your task is to perform an initial data and exploratory analysis of some of their data in order to derive insights and suggest strategies for better segmentation based on the provided criteria.
DATA
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Data Dictionary
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The Instacart Online Grocery Shopping Dataset 2017
SKILLS
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Python
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Data wrangling
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Data merging
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Deriving variables
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Grouping data
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Aggregating data
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Reporting in Excel
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Population flows
TECHNOLOQIES
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Anaconda
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Jupyter
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Excel
POPULATION FLOW
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The grey boxes in the first row of the population flow represent the original data sets as they were when you downloaded them. In the Total fields you need to add the count of the rows when you imported the data set into Jupyter.
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The second row of boxes (coloured) represents the data sets after you manipulated them, e.g., removed missing values and duplicates. In the Total fields you need to add the count of the rows after conducting these operations. This offers a visual oveview of how the data flows throughout the data consistency checks.
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The third row, where also the arrows are coloured, represents the merges you performed between the datasets. In the Total fields you need to add the count of the rows in the merged datasets, so that you end up with the final dataset (in the red box). Keep in mind the final dataset should be without exclusions (based on the exclusion flag).
TRENDS IN EXPENDITURE OVER TIME
In this line chart, we observe that the most expensive purchases are made by single individuals and large families early in the morning, around 2-3 AM. Single parents make their most expensive purchases in the evening, at around 5 PM and 9 PM.
The highest expenditure is observed among customers purchasing items from the "dairy eggs" department, particularly between 2-3 AM. Products from other departments are purchased in similar quantities throughout the day.
