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Where to focus a marketing campaign?

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📖 Background

A crowdfunding site wants to run a marketing campaign for the next quarter of the year. The marketing manager wants to target those segments that have donated the most in the past year.

Objectives

  1. What are the top three categories in terms of total donations?
  2. What device type has historically provided the most contributions?
  3. What age bracket should the campaign target?

Key Insights

  • The average donation was $39.4dollars with the lowest and highest donations being $1 and $101 respectively.
  • Gaming, marketing and fashion category have contributed most in the past year with total donations amounting to $165,483, $162,386 and $159,952 respectively.
  • More donations were made from ios platforms with a high percentage of 65%.
  • Half of the donations made in the past year came from teenagers and adolescents within the age group 18-24.

Recommendations

  • Since the majority of donors fall in the age group 18-24 and are mostly known for the age group to be mostly online. The marketing manager should target this age group and also users on the ios platforms.
  • Though gaming, marketing and fashion have the highest amount of donations, the difference is not that much with other categories and I will advise the marketing manager to target all categories.

💾 Data

Variables

  • category – “Sports”, “Fashion”, “Technology”, etc.
  • device – the type of device used.
  • gender – gender of the user.
  • age range – one of five age brackets.
  • amount – how much the user donated in Euros.

Data Summary

library(tidyverse)
data <- read_csv("C:/Users/Adejumo/Downloads/crowdfunding.csv")

skimr::skim(data)
Table 1: Data summary
Name data
Number of rows 20658
Number of columns 5
_______________________
Column type frequency:
character 4
numeric 1
________________________
Group variables None

Variable type: character

skim_variable n_missing complete_rate min max empty n_unique whitespace
category 0 1 5 11 0 5 0
device 0 1 3 7 0 2 0
gender 0 1 1 1 0 3 0
age 0 1 3 5 0 5 0

Variable type: numeric

skim_variable n_missing complete_rate mean sd p0 p25 p50 p75 p100 hist
amount 0 1 39.41 14.91 1 29 39 50 101 ▂▇▇▁▁

The amount of donation is normally distributed with mean of $39.4, the minimum and maximum donation respectively are $1 and $100 respectively.

Top categories in terms of total donations

data %>% 
  group_by(category) %>% 
  summarize(total_price = sum(amount)) %>% 
  ggplot(aes(x = reorder(category, total_price),
         y = total_price, fill = category)) +
  geom_col() +
  geom_text(aes(label = scales::comma(total_price)), hjust = 1) +
  coord_flip() +
  xlab("Category") +
  ylab("Total Price")

The top three categories in terms of total donations is games, environment and fashion.

Device type with the most contributions

data %>% 
  group_by(device) %>% 
  summarize(count = n()) %>%
  mutate(percent = prop.table(count)) %>% 
    ggplot(aes(x = device, y = percent, fill = device, 
               label = scales::percent(percent))) + 
    geom_col(position = 'dodge') + 
    geom_text(position = position_dodge(width = .9),
              vjust = -0.5,
              size = 3) + 
    scale_y_continuous(labels = scales::percent) +
  xlab("Device type") +
  ylab("Percentage of donors")

Most donations have come from those using ios platforms which constitutes 65% of donors.

What age bracket should the campaign target?

data %>% 
  group_by(age) %>% 
  summarize(count = n()) %>%
  mutate(percent = prop.table(count)) %>% 
    ggplot(aes(x = reorder(age, percent), y = percent, fill = age, label = scales::percent(percent))) + 
    geom_col(position = 'dodge') + 
    geom_text(position = position_dodge(width = .9),
              vjust = -0.5,
              size = 3) + 
    scale_y_continuous(labels = scales::percent) +
  coord_flip() +
  xlab("Age groups") +
  ylab("Percentage of donors")

The age group 18-24 which are teenagers and adolescents have the highest percentage of donors.

Distibution of donations

data %>%
  ggplot(aes(x = amount)) +
  geom_density()

Most donations made lie between 25-50 dollars.

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