Customer Segmentation Analysis
I analysed survey data to inform marketing decisions and strategies for an e-learning platform using Excel.
Project summary video
Here’s a video of me walking through the entire project in less than 6 minutes:
Project links
Business problem and key questions
A survey was conducted among students enrolled in various nanodegree programs on an e-learning platform. The survey aimed to gather information regarding their backgrounds and demographics, with the intention of informing marketing decisions.
Through the analysis of survey responses, I intend to answer two critical business questions:
What is the most profitable customer segment?
Which channel brings in the most sales?
Approach
Cleaned and analyzed survey data thoroughly to ensure accuracy, view here.
Utilized pivot tables for exploring customer segmentation based on demographics and behavioural patterns.
Visualized key insights through an interactive dashboard.
Key Insights
Channel for Most Sales: Google is the most prominent sales channel with 446 students, indicating successful SEO efforts. Additionally, word-of-mouth, driven by enthusiastic students, has significant potential for referrals (147 students).
Most Profitable Customer Segment:
The age group 32-40 accounts for the highest number of students (310) and is a significant contributor to our revenue.
Also, the distribution of our students by country shows a noteworthy presence across Argentina (73 students), Russia (69 students), France (68 students), China (68 students), Mexico (68 students), and the USA (67 students).
Finally, the majority of our students are Master’s and Bachelor’s degree holders and are also employed (82%).
Recommendations
To boost sales, we should consider increasing Google ad spend and optimizing word-of-mouth marketing strategies by encouraging satisfied students to refer the platform to others, potentially through referral programs or incentives.
Based on country data, we should consider focusing marketing efforts on countries with high student numbers, such as Argentina, Russia, France, China, Mexico and the USA, to maximize profitability.
The majority of our students are Master’s and Bachelor’s degree holders. We should develop specialized content and programs for master’s and bachelor’s degree holders.
The majority of students are employed (82%). We should also craft marketing campaigns that resonate with the employed demographic.