The Data Analytics Virtual Internship provides an opportunity to gain practical insight into the field of data analytics and its application at a leading company. This internship allows participants to develop career skills and valuable experience.
In this virtual internship, we explore the partnership between Tony Smith from KPMG's Lighthouse & Innovation Team and Sprocket Central Pty Ltd, a medium-sized organization specializing in bikes and cycling accessories. Sprocket Central is interested in leveraging KPMG's expertise in analytics, information, and modeling. The project encompasses three main tasks:
Evaluating data quality and completeness for analysis
Sprocket Central provided KPMG with three datasets:
- Customer Demographic
- Customer Addresses
- Transactions data from the past three months
Our initial focus was on exploring the data and identifying opportunities to enhance the quality of Sprocket Central's data.
Targeting high-value customers based on demographics and attributes
To provide recommendations, we created a PowerPoint presentation outlining our approach, which included a three-week scope divided into three phases: Data Exploration, Model Development, and Interpretation. Our detailed approach involved various activities such as understanding data distributions, feature engineering, data transformations, modeling, interpreting results, and reporting.
Presenting insights through visualizations
We developed a Tableau dashboard to summarize the data and display the results of our analysis. Our presentation focused on addressing key business questions, including:
- Identifying trends in the underlying data
- Determining the customer segment with the highest value
- Proposing marketing and growth strategies for Sprocket Central
- Exploring external datasets that can provide deeper insights into customer preferences and purchasing behavior