CompanyOne Data Analysis

Question 1

1 Day Active Users 1,917; 7 Day Active Users 11,317; 14 Day Active Users 21,127; 28 Day Active Users 40,955

The ratio of 1-day active users to 28-day active users is 1917/40955 or 4.68%

When comparing the 1 day active users to the 28 day active users one can conclude that there can be improvement on the marketing campaign. Typically, an e-commerce site such as CompanyOne would see a retention ratio >10%. Currently this ratio for CompanyOne is 4.68% meaning approximately 5% of active users initiated multiple sessions over a 28 day period.

Question 2

With active users decreasing from Q1 2018 to Q1 2019 the marketing effectiveness has been reduced.

Question 3

Bounce Rate

With a reduced bounce rate from Q1 2018 to Q1 2019, it can be interpreted that more active users were engaged with the landing page. For example, they interacted with the page menu and/or clicked another link on the page.

Page Views

With a reduced page views, one can conclude that active users were landing on the page they intended and provided links within the page that were relevant to the initial search.

Question 4

The share of younger users (18-24 and 25-34) over the holiday season in 2017 and 2018 has increased from 60.77% to 65.39%.

The proportions of older users (35-44, 45-54, 55-64. 65+) over the holiday season in 2017 and 2018 was reduced from 39.23% to 34.61% respectively.

Question 5

No, CompanyOne’s objective was not met. During the holiday season of 2017, female users were 33.15% of the traffic and in 2018 only 32.92%.

Question 6

CompanyOne attracted fewer new users in 2019-Q1 compared to 2018-Q1.

CompanyOne attracted fewer female new users in 2019-Q1 compared to 2018-Q1.

CompanyOne attracted fewer males users in 2019-Q1 compared to 2018-Q1.

Question 7

A)

The top three countries in 2018 were; the United States, India, and the United Kingdom.

The top three countries in 2017 were; the United States, India, and the United Kingdom.

B) The United Kingdom had the best percentage change of new users in 2018 compared to 2017 and India showed the least improvement.

C) The top 5 US states that sent users to CompanyOne online store in 2018 are; California, New York, Texas, Washington, and Illinois.

Question 8

The 25-34 age group generated the most revenue in 2018 with $787,521.22.

The 65+ age group generated the least amount of revenue with $10,306.68.

The 35-44 age group had the highest average order value with $195.10 per order.

· 18-24 average order value $149.160.23/1152 = $129.48

· 25-34 average order value $787521.22/4495 = $175.20

· 35-44 average order value $660811.46/3387 = $195.10

· 45-54 average order value $181378.47/1033 = $175.58

· 55-64 average order value $39136.38/241 = $162.39

· 65+ average order value $10306.68/89 = $115.81

The 35-44 age group had the highest e-commerce conversion rate.

Dependent on the goals of CompanyOne’s marketing campaign will determine which age group or groups they should focus on. If the goal of the marketing campaign is tied to revenue, the focus should bee oin the 35-44 age group. Although this group did not have the highest revenue, with the highest conversion rate and highest revenue per transaction, efforts directed towards this age group will offer CompanyOne the biggest bang for their buck.

In regards to revenue, the top two gender and age group combinations in 2018 are;

Male 25-34 with $491,648.26 and Male 35-44 with $486,789.93

Males

· 18-24 average order value $91,074.13/761 = $119.68

· 25-34 average order value $491,648.26/3031 = $162.21

· 35-44 average order value $486,789.93/2637 = $184.60

· 45-54 average order value $148,755.00/854 = $174.19

· 55-64 average order value $33,419.75/188 = $177.76

· 65+ average order value $9,219.20/71 = $129.85

Females

· 18-24 average order value $57,945.44/387 = $149.73

· 25-34 average order value $295,125.18/1456 = $202.70

· 35-44 average order value $173,721.49/748 = $232.25

· 45-54 average order value $32,563.48/178 = $182.94

· 55-64 average order value $5,986.63/53 = $112.96

· 65+ average order value $1,087.48/18 = $60.42

The gender and age group which has the highest and second highest average order value are

· Female aged 35-44 average order value $173,721.49/748 = $232.25

· Female aged 25-34 average order value $295,125.18/1456 = $202.70

In order for CompanyOne to get the biggest bang for their buck, they should focus their marketing campaign on Females aged 35-44. This gender and age combination offers the greatest average order values at $232.25 as well as a top three e-commerce conversion rate of 2.76%.

Question 9

The top three affinity categories for Males are:

· Technology/Technophiles

· Shoppers/Value Shoppers

· Lifestyles & Hobbies/Business Professionals

The top three affinity categories for Females are:

· Lifestyles & Hobbies/Art & Theater Aficionados

· Food & Dining/Foodies

· Travel/Travel Buffs

Question 10

Converters vs Non-Converters

Analysis by Gender

When evaluating the differences in user conversion by gender, it can be interpreted that female users convert more frequently than the male users but male users have a higher total revenue. It can also be interpreted that although female users have a lower total revenue and user converter total than male users, their per user conversion revenue is over double that of the males at $22.52 and $9.93 respectively.