Promo Impact Analysis

Objective

Evaluate impact of promotion on customer behavior (before vs during promo) to optimize promo spent.

Project Details

• Cleaned and integrated transaction & customer datasets for promo performance analysis.
• Identified promo-related transactions to measure campaign effectiveness.
• Segmented customers into new, returning, and promo-driven groups.
• Analyzed customer activity, purchase frequency, and sales trends.
• Developed an interactive dashboard for customer and sales insights.
• Found that customer activity and sales increased during the promo, activating low-frequency and dormant customers.
• Identified that voucher conversion remained low and segment impact was uneven, suggesting targeting inefficiencies.
• Recommended a more targeted and efficient promo strategy to improve conversion and segment performance.

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