Customer Analytics

Used Adobe Customer Journey Analytics Tool to derive insights from a real-world dataset provided by General Motors.

Used RFM (Recency, Frequency, Monetary) analysis to segment customers, identifying the most and least loyal groups.

Identified key demographic segments with high engagement potential for focused marketing efforts.

Developed insights into user behavior and conversion likelihood by examining patterns such as returning user behavior, mobile device preferences, and email engagement.

Identified the need for better social media campaigns to appeal to younger audiences and investigated page view fallout to identify where users drop off.