Analyzed 130M Transactions to Guide Targeted Marketing Campaigns

The Setup

Marketing teams wanted to use large-scale transaction data to understand customer behavior and identify segments most likely to respond to specific outreach strategies.

Work Completed

Queried and transformed transaction data, built segmentation and profitability bins, and profiled segments with behavioral and demographic context. Synthesized insights into recommendations for two campaign approaches: lapsed-customer reactivation and daypart/sales-area diversification.

Results

Produced a segmentation framework and campaign recommendations grounded in 130M transactions, strengthening targeting decisions and creating reusable analysis patterns for the team.

Skills Exercised