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Principles of Data Science

Group Project

Principles of Data ScienceGroup Project

You are working in a business analyst role on a team that provides analytical support for a marketing department at a large grocery retailer. Sales are currently decreasing, and the marketing director needs to provide a data-informed strategy to support sales growth. Your group’s objective is to build a classification model that maximizes profit for the upcoming marketing campaign aimed at selling a new line of food items. The goal is to develop a classification model that can be applied to the entire customer base to identify and target customers most likely to purchase the new items, thus increasing the campaign's profitability. Additionally, the marketing director is interested in understanding the characteristics of customers who are inclined to buy these specific new items.

Part 1

Explore the ifood-data-business-analyst dataset and use summary tables and/or data visuals to provide insights to better understand the characteristics of the sample respondents and summarize the customer segmentation based on their behaviors. Collaborate as a group; for example, one team member could work on descriptive statistics while another member could create graphs and charts, and another member may write explanations to accompany the data and visuals.

Part 2

Create a classification model to identify approaches and factors that can maximize the profit of the upcoming marketing campaign. Be sure to validate and test your model. Report on the measures of fit and justify why your model is effective.

Part 3

Write a 1-page executive summary for the marketing director with your findings and recommendations. Include strengths and weaknesses of your model and modeling process.

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