MARKET RESEARCH
Conducted analysis to identify opportunities for a movie rental shop’s transition to an online service using Tableau, Excel, and SQL queries.
Overview
Project:
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Role: Data Analyst
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Project Scale: One Months
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Stakeholders: CareerFoundry and Rockbuster
Tools used:
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Excel
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Tableau
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SQL
Introduction
Problem:
Rockbuster Stealth LLC is a movie rental company that used to have stores around the world. They are facing stiff competition from streaming services such as Netflix and Amazon Prime.
Goal:
The Rockbuster Stealth management team is planning to use its existing movie licenses to launch an online video rental service in order to stay competitive. Use data analysis to give data driven answers to key business questions that Rockbuster can use for their 2020 company strategy.
Approach
In order for Rockbuster to be a successful online platform, we need to evaluate what our customers want and how to meet those needs while keeping costs low
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Review our current inventory and see what we have
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Get an overview of rentals and rental durations
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Look at replacement costs for rentals that are damaged or go missing
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Find our top 5 customers to reward them
Analysis and visualizations
The complete data set was explored in the following sections for more in depth analyses: Current Inventory, Rental Rates and Durations, Replacement Costs, How to Reward Loyal Customers. Visualizations were created to give stakeholders a view of the data analysis results.
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Eleven visualizations were prepared for stakeholders to better see the results.
Analyzing the Data
Evaluate the Dataset
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Find data dimensions
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Clean data set
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Create Data Dictionary
Viewing the Results
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All dimensions recorded
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ERD created
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Data set was clean and no values were removed
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Data dictionary created with ERD
Final Project
Final results presented with Power Point, and included all visualizations along with business recommendations moving forward.
Overall Analysis:
Although most films are rated PG-13, the ratings are pretty evenly distributed. The inventory has more Sports and Foreign films than any other category, and only has 1 film within the Thriller category.
Rockbuster Rentals:
Even though the average cost of a rental is $2.98, the most common is $0.99. This shows price is not a big factor when customers choose a movie. Even though the average rental duration is 5 days, the most common duration is 6 days.
Rockbuster Rentals:
The most popular rentals are rated PG-13, while the least popular rentals are rated G. The most popular rental categories are Sports, Animation, Action, Sci-Fi, and Family.
Rockbuster Replacements:
When lost or damaged, the average film costs $19.98 to replace. The least expensive films to replace are $9.99, and the most expensive are $29.99.
Rewarding Customer Loyalty:
To incentivize existing members, Rockbuster will reward the top 5 customers. First step is to find the top 10 countries, then the top 10 cities within those countries. From here, the top 5 customers within these cities were found and given to stakeholders.
Final Recommendations
After performing a thorough data analysis, results were presented to stakeholders with the following recommendations:
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Expanding Movie Selection
- Adding movies from different years
- Adding more movies to our top rental categories and ratings
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Increasing Rental Fee
- Cost of rentals could be increased to offset cost of film replacements
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Rewarding Our Customers
- Our top 5 (or even 10) customers could be rewarded to incentivize loyalty and word of mouth customer expansion
Project Reflections
The objectives from Rockbuster were straightforward and clear as to what analysis needed to be done. The datasets were already clean and wrangled so little prep had to be done before analysis.
Making a thorough Data Dictionary was important in order for stakeholders and other viewers to understand the dataset that was being observed. This process, although time consuming, was very informative.
Although there were several ways to find the top 5 customers, this was the approach preferred by Rockbuster. This approach is not the most accurate but gave the results they wanted.
