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Data Challenges

Introducing the Maven Marketing Challenge

5 min read
By Enrique Ruiz
Feb 9, 2021

Looking for real world business data to explore?

How about another chance to win a free all-access membership to Maven?

Look no further!

We just added another rich data set to the Data Playground, this time with marketing campaign data for over 2,000 customers.

This data set is perfect for applying your data exploration, analysis, and visualization skills to a real world business scenario, so fire up your favorite BI tools (Excel, MySQL, Power BI, Tableau, etc.) and dive in!

To go along with this release, we’re launching the Maven Marketing Challenge and giving away a free all-access membership to the winner.

We’ll share more about the challenge details below, but first let’s talk about the data…

About the dataset

The data set contains marketing campaign data of 2,240 customers of Maven Marketing.

Each record represents one customer and contains fields that can be classified as follows:

Customer Profile

  • ID: Customer's unique identifier
  • Year_Birth: Customer's birth year
  • Education: Customer's education level
  • Marital_Status: Customer's marital status
  • Income: Customer's yearly household income
  • Kidhome: Number of children in customer's household
  • Teenhome: Number of teenagers in customer's household
  • Dt_Customer: Date of customer's enrollment with the company
  • Recency: Number of days since customer's last purchase
  • Complain: 1 if customer complained in the last 2 years, 0 otherwise
  • Country: Customer's location

Product Preferences

  • MntWines: Amount spent on wine in the last 2 years
  • MntFruits: Amount spent on fruits in the last 2 years
  • MntMeatProducts: Amount spent on meat in the last 2 years
  • MntFishProducts: Amount spent on fish in the last 2 years
  • MntSweetProducts: Amount spent on sweets in the last 2 years
  • MntGoldProds: Amount spent on gold in the last 2 years

Channel Performance

  • NumWebPurchases: Number of purchases made through the company's web site
  • NumCatalogPurchases: Number of purchases made using a catalogue
  • NumStorePurchases: Number of purchases made directly in stores
  • NumWebVisitsMonth: Number of visits to company's web site in the last month

Campaign Success

  • NumDealsPurchases: Number of purchases made with a discount
  • AcceptedCmp1: 1 if customer accepted the offer in the 1st campaign, 0 otherwise
  • AcceptedCmp2: 1 if customer accepted the offer in the 2nd campaign, 0 otherwise
  • AcceptedCmp3: 1 if customer accepted the offer in the 3rd campaign, 0 otherwise
  • AcceptedCmp4: 1 if customer accepted the offer in the 4th campaign, 0 otherwise
  • AcceptedCmp5: 1 if customer accepted the offer in the 5th campaign, 0 otherwise
  • Response: 1 if customer accepted the offer in the last campaign, 0 otherwise

How to to play the Maven Marketing Challenge

For the Maven Marketing Challenge, you will be assuming the role of a newly-hired BI consultant for Maven Marketing, a small digital marketing agency. Their latest marketing campaigns have underperformed, and they have brought you in to analyze their data and propose a solution.

Your task? Pitch your #1 recommendation to improve the impact of future marketing campaigns, and show the analysis to support it.

How to submit your entry:

  • Follow Maven Analytics on LinkedIn
  • Share a LinkedIn post that contains both a direct @ mention to @Maven Analytics, and the hashtag #mavenmarketingchallenge (it’s OK if you already follow Maven)
  • In your post, share an image that contains your recommendation for Maven Marketing along with the analysis that justifies your decision (remember, it must be a single image)
  • Tag, mention, and invite your connections to play along

PRO TIP: Tag people who you think would be interested in this challenge, I’m sure they'll appreciate it.

How to win

This time, Finalists will be chosen by a panel of previous challenge winners, Maven Hall of Famers, and the Maven team. Each panelist will name one Finalist, and then the winner will be selected by the Maven team.

What you can win

As part of the Maven Marketing Challenge, we'll be giving away an annual all-access Maven membership completely free of charge. The winner will get access to all of our Excel, Power BI, Tableau, SQL courses, as well as our ongoing Machine Learning series, all with direct support and coaching from our expert instructors.

No purchase is necessary to participate. As always, this challenge is open to both current Maven subscribers and new students who have no relationship with Maven.

Check out the official rules below...

Official Terms (Maven Marketing Challenge)

  • Maven Analytics will give away 1 annual subscription for an Individual account. After the one year period, the subscription will expire.
  • No purchase is necessary to enter.
  • The challenge will close to new entries on Sunday, February 28th, 2021, at 11:59pm Eastern Standard Time. All entries must be submitted prior.
  • After the submission deadline, Finalists will be chosen by a panel of previous challenge winners, Maven Hall of Famers, and the Maven team. Each panelist will name one Finalist.
  • Maven Analytics will select 1 winner from the Finalists, and will announce the winner on Wednesday, March 3th, 2020 at 10:00am Eastern Standard Time. The official announcement will be posted on LinkedIn from the Maven Analytics LinkedIn account.

Don't want to participate in the Maven Marketing Challenge? No problem. You can still analyze the data on your own. All of the Data Playground datasets are completely free and are available for everyone to learn with. Feel free to dig in anytime.

Check out the Marketing Campaigns data set, and many more, at the Data Playground.

Happy analyzing!

-Enrique

PS - John wanted to include this note (from him) on winner selection methodology...

We've heard a lot of feedback on the crowd voting methodology used for selecting the Queen's Gambit Challenge Finalists. We know many of you didn't love it, and frankly we didn't either. We thought crowd voting would be a fun way to engage the community. Unfortunately it ended up making the Finalist selection process too much about trying to drive votes and not enough about trying to create the highest quality submission. Thankfully, the two submissions that the Maven team rated highest out of all 100+ entries, from Safiya and Uroš, were also top vote recipients. So we felt like we were still able to reward the strongest entries. Going forward, we aim to ensure these challenges will remain entirely focused on high quality analysis, insight discovery, and excellent storytelling with data visualizations (and of course, building community and shared learning experiences). To that end, we are pivoting away from crowd voting to shift the emphasis toward quality of submissions and ensure the original spirit of the challenges remains intact. We may revisit this in the future. Cheers!

Author

Enrique Ruiz

Enrique is a certified Microsoft Excel Expert and top-rated instructor with a background in business intelligence, data analysis and visualization. He has been producing advanced Excel and test prep courses since 2016, along with adaptations tailored to Spanish-speaking learners.

Enrique is a certified Microsoft Excel Expert and top-rated instructor with a background in business intelligence, data analysis and visualization. He has been producing advanced Excel and test prep courses since 2016, along with adaptations tailored to Spanish-speaking learners.

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