Challenge: ​

Conduct data analysis and provide insights for a CPG client who is looking to grow their business by at least 10% in the next fiscal year. The client's key strategic levers to drive success include:

• Driving business outcomes

• Targeting the right audience

• Using the right promotional strategy

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Methods:

Our team was provided with a data set that includes transactional, consumption, audience demographics, and promotional campaign response data. We developed an analytical framework that addresses all the key business pillars and identified the key metrics and tools to achieve business goals. Based on the framework, we devised the data into particular categories to help guide the analysis and insight development process: product category, target audience, and promotional channel. 

 

All analysis was done using Excel (data prepping and cleaning, PivotTable, visualization).

 

Key Insights:​

• Wine is the best-selling product category, so we believe investing heavily in this category will drive sales by 10%

• Spain is the primary target market for wine, followed by South Africa and Canada

• The most avid wine consumers are middle-aged (40's and 50's), graduated from college, love deals, and like to shop in stores but also browse websites often

 

My Role:

Marketing Analyst: I used Excel PivotTable to analyze the data and graphed audience-friendly visualizations. From data findings, I helped my team develop actionable insights and recommendations that would help the client reach their goal of growing their business by 10%. Aside from analytics, a primary focus of our pitch was telling a story through data, and humanizing facts and figures to provide digestible insights and actions for the audience.