Enterprise Marketing Analytics Platform

SQL · Python · Tableau · Excel Reporting · Customer Analytics

This project includes four Tableau dashboard pages covering executive KPIs, customer segmentation, product/category revenue, and customer experience/delivery performance.

Tools used

PythonSQLDuckDBTableauExcelPandasJupyterGitHub

Key metrics

96,478 Delivered Orders

93,358 Unique Customers

R$13.2M Revenue

R$137.04 Average Order Value

3.0% Repeat Purchase Rate

4.09 Avg Review Score

6.77% Delivery Delay Rate

View GitHub Project Back to portfolio

Business insights

Revenue scaled from R$40,325 (Oct 2016) to a peak of R$977,545 (May 2018), showing strong marketplace growth through 2017–2018.
Top 5 product categories account for 39.8% of category revenue — health_beauty, watches_gifts, and bed_bath_table lead performance.
Only 3.0% of customers placed 2+ delivered orders, highlighting a major retention opportunity across ~97% one-time buyers.
Loyal Customers generate the most total revenue (R$5.43M), while Champions have the highest average customer lifetime value (R$273).
São Paulo (SP) drives 38.3% of state revenue (R$5.07M), with RJ and MG as the next largest markets.
Delayed deliveries average a 2.27 review score vs 4.29 for on-time orders — logistics performance strongly affects customer satisfaction.

Business recommendations

Launch win-back campaigns for At Risk customers and a VIP program for Champions to improve retention and lifetime value.
Reduce delivery delay rate below 5% with carrier alerts when estimated delivery dates are at risk.
Implement post-purchase email flows and loyalty incentives to grow the 3.0% repeat purchase rate.
Prioritize merchandising and marketing spend on top-performing categories identified in the Pareto analysis.
Optimize logistics and regional marketing in SP, RJ, and MG before expanding investment in lower-volume states.

Tableau dashboard pages

Executive Overview

Completed

KPI scorecard, revenue trend, and top product categories for leadership reporting.

Customer 360

Completed

RFM segments, customer value, frequency, and recency for retention analysis.

Revenue & Product Performance

Completed

Category ranking, revenue by state, and Pareto-style concentration analysis.

Revenue and Product Performance Tableau dashboard

Customer Experience & Delivery

Completed

Review score distribution, delivery performance, delay rate, and delay vs. review relationship.

Customer Experience and Delivery Tableau dashboard