Marketing and Customer Insights Analysis

Overview

OxiN is an e-commerce company selling popular electronic products across 10 business lines. With 310 products in the catalogue and a significant marketing budget, the company needed a clearer picture of what was driving revenue, which marketing channels were earning their spend, and how customer behaviour varied across segments.

This project delivers a comprehensive analysis of sales, marketing expenditures, customer insights, and product performance — culminating in an executive-ready Tableau dashboard and a set of data-driven recommendations.

Key Findings

• Top Revenue Drivers: A small subset of product lines generated the majority of revenue, highlighting a classic long-tail distribution where targeted investment in top performers offers the highest return.
• Marketing ROI Disparity: Significant variation was found in marketing spend efficiency across channels — some channels delivered 3x the customer acquisition rate of others at comparable spend levels.
• Customer Segmentation: Customer purchase behaviour clustered into distinct segments by order value, frequency, and product category preference — enabling more targeted re-engagement and upsell strategies.
• Seasonal Sales Patterns: Clear Q4 peaks (driven by holiday shopping) and mid-year troughs provided a basis for more strategic inventory and campaign planning across the year.

Methodology