Comprehensive data analysis of an international online store. The goal was to identify growth opportunities, analyze marketing efficiency, and understand customer behavior using SQL, Python, and Tableau.
- SQL (BigQuery): Data extraction and cleaning.
- Python (Pandas, Scipy, Seaborn): Statistical testing (Mann-Whitney U-test, Pearson Correlation), EDA.
- Tableau: Interactive business dashboards.
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Marketing Synergy: Strong correlation (
$r=0.81$ ) between Paid and Organic Search. -
Product Affinity: High synergy (
$r=0.67$ ) between Living Room categories (Sofas & Bookcases). -
Customer Value: Verified users show 4% higher AOV, confirmed by Mann-Whitney U-test (
$p < 0.001$ ). - Conversion Hero: Social Search leads with a 9.73% Conversion Rate.
View Interactive Tableau Dashboard
- Expand in France: High AOV ($1,000+) makes it a priority for premium segment growth.
- Reallocate Budget: Shift focus toward Social Search to scale high-conversion traffic.
- Loyalty Program: Implement "Welcome Bonuses" to increase user verification rates.