ANLY482 AY2016-17 T2 Group21 : EDA
| Exploratory | Mid-Term | Finals |
|---|
Exploratory Data Analysis
Exploratory Data Analysis
Our team brokedown Dressabelle's user base in three categories:
- Guest Customers (those that purchase without an account)
- Registered Customers (those that purchase with a registered account)
- Registered Users (those that have an account but has never purchased anything)
Findings: ⅓ of total users do not make purchases
Our team weighted customers according to their contribution towards Dressabelle's revenue.
Findings:
1. Top 25% of most valuable customers gives 72.52% of revenue
2. Top customers on average orders 12 times more than bottom tier customer
Findings:
1. Huge growth in 2013-14
2. Large growth of non-buyers in 2016, possibility due to offline referral
Huge spikes of customers on Sunday and Thursday, which corresponds to weekly collection launches
Findings: 1. Customers influx during lunch hours and after dinner
2. Influx of customers during lunch is prominent during collection launch days
1. Sales tends to peak in May
2. Sales pattern in 2016 did not follow the usual sales trend
1. Decrease in the average pricing of a product results in the increase in order size and overall revenue earned
1. Organic and referrals comprise of at least 54% of new customers
2. Email remains effective in generating repeated sales
1. Accuracy of tracking
2. Tracking starts mid 2013
1. Dressabelle’s main offering is in the dress category of 63%
2. Tops are a far second
1. For tops and outerwear, free sizing is significantly more prominent than the other categories
2. In general, sizes S & M are generally more popular than L
Categories are not accurately defined as of now
1. Basic colors (Blue, White, Navy, Blue & Grey) prove the most popular
2. Black is by far the most popular colour
