EskweGifts: Customer Segmentation & Retention
My data analytics bootcamp capstone: why customers of an online gift shop stop coming back.
- program
- Eskwelabs Data Analytics Bootcamp, Cohort 15
- my role
- Data Analyst (team project)
- year
- 2024
- timeline
- 5 weeks
the brief
EskweGifts, a fictional online shop selling customizable gifts, was becoming less profitable every year. Our team had to figure out who its customers were, how vouchers affected their buying, and what could bring them back.
what I did
I led the dashboard wireframing and the structure of our final presentation, keeping both easy to follow for people who don't work with data.
We grouped customers using RFM analysis (how recently, how often, and how much they buy), then looked at voucher use and demographics.
how it went
- 1
Plan
Defined our questions about customer groups, voucher impact, and retention.
- 2
Wireframe
Sketched the dashboard first, prioritizing what a non-technical audience needs to see.
- 3
Analyze
Segmented customers with RFM, then studied voucher trends and demographics.
- 4
Present
Built and presented the deck to a panel of judges from the data industry.
The result was a 3-page interactive dashboard covering customer segments, voucher analysis, and profitability trends.