Customer & Transaction Analysis for SuryaMart

1. Project Overview & Business Background Case Study: Customer and transaction analysis for SuryaMart, a multi-category e-commerce business. Objective: Understand customer purchasing behavior, identify top-performing product categories, and evaluate factors associated with purchasing patterns. Business Focus: Support data-driven decision-making through data processing, visualization, and actionable business recommendations.

2. Dataset & Tools Dataset: 1,000 rows of SuryaMart customer and transaction data. Variables: Product category, gender, age, city, purchase value, purchase frequency, discount usage, and social media influence. Tools & Skills: Microsoft Excel, Data Cleaning, PivotTable, Data Visualization, Exploratory Data Analysis (EDA), Business Insights & Recommendations. Data Preparation: Checked for missing values, duplicate Customer_ID entries, and inconsistent text and number formats. Data Processing: Used Excel formulas and PivotTables to summarize, group, and compare purchasing patterns across relevant variables. Analytical Approach: Applied descriptive analysis to identify trends, differences, and patterns in customer behavior.

3. Analytical Process - Define: Established analysis objectives and 6 key business questions. - Collect: Identified relevant variables within SuryaMart dataset. - Prepare: Cleaned and validated data prior to exploration. - Analyze: Used Excel formulas and PivotTables to calculate, group, and compare data. - Visualize: Presented findings through charts for clear comparison. - Act: Developed strategic recommendations to support business growth.

4. Key Insights & Recommendations - Product Preferences by Gender: Female customers most frequently purchased Electronics (33 transactions), male customers most frequently purchased Home Appliance (28 transactions). Recommendation: Tailor promotions and product bundles to gender preferences. - Sales Performance: Sports & Outdoors recorded highest sales (Rp236,658,185), Arts & Crafts lowest (Rp116,713,760). Recommendation: Maintain sufficient stock for top categories, evaluate promotional strategies for lower-performing ones. - Purchasing Activity by City: Makassar recorded highest total purchase value (Rp806,802,280), Bandung had highest transaction count (181 transactions). - Discount Usage: Discount users had average transaction of Rp4,268,342, slightly lower than non-discount users (Rp4,286,291). Recommendation: Test alternative strategies such as product bundling and loyalty programs. - Age Group: Customers aged 27–29 recorded highest average purchase value. - Social Media Influence: Customers with high social media influence had average transaction of Rp4,396,267 with 6.91 purchase frequency. Recommendation: Test targeted social media retention campaigns.