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Finding Target Audience from Customer Analysis
Overview
This project was a part of my MBA final consultation project. Each group was assigned a local company and was responsible for a 16-week consultation. Our client is a local manufacturing company who has been in business for almost 40 years. They are a big manufacturer for one of the well-known guitar brands in the market today. In recent years, our client has taken over his father-in-law’s business and wants to make his company more profitable.
In this presentation, we look at its current customers and sales in hopes to find its target audience. The main goal is to locate local businesses that fit our target audience, in order to implement marketing strategies that we see fit for them.
Extracting and Cleaning Data
Our client's operation does not really utilize technology; most information including orders are still filed and stored in paper format. Financial documents are formed on an Excel but printed out and archived in physical files. When we requested for their documents, they were given to us in a scanned pdf format, as you see below. Numbers and texts were not fully aligned, therefore requires us to clean up first.
We import this data onto Microsoft Excel and cleaned it up so the data types and formatting are correct. We also added the percent of Gross Profit Margin for further analysis.
Using Pivot Tables to Narrow Down our Target Audience
To break down our client's current customer list, we assigned categories and subcategories after researching every business. Using pivot tables, we group customers based on similar traits.
Based on the results, we concluded that our client should position their target audience toward Instrumental businesses. We also captured each customer's geolocation by using Tableau's map function. As we can see, most customers are located in the Southern California region, hence, it is clear that our target audience should be instrumental businesses that require manufacturing parts within the Southern California region.
