Exploratory Analysis
Sales Analysis
Sales by Country
Key Sales Metrics:
- Total Sales: £8,979,620 (after excluding returns)
- Average Order Value: £512.35
- Average Items per Order: 272.34
- Top Country: United Kingdom (91.8% of total revenue)
- Second Country: Netherlands (3.2% of total revenue)
- Third Country: EIRE/Ireland (3.1% of total revenue)
Temporal Patterns
Monthly Sales Trend
Sales by Day of Week
Sales by Hour
Temporal Insights:
- Best Month: November (pre-holiday shopping season)
- Best Day: Thursday
- Peak Hour: 12 PM (noon)
- Seasonal Pattern: Sales increase toward year-end
- Daily Pattern: Weekdays outperform weekends
- Hourly Pattern: Business hours (9 AM - 5 PM) show highest activity
Product Analysis
Top Products by Revenue
Top Products by Quantity:
- PAPER CRAFT, LITTLE BIRDIE (80,995 units)
- MEDIUM CERAMIC TOP STORAGE JAR (78,033 units)
- WORLD WAR 2 GLIDERS ASSTD DESIGNS (54,951 units)
- JUMBO BAG RED RETROSPOT (48,375 units)
- WHITE HANGING HEART T-LIGHT HOLDER (37,584 units)
Top Products by Revenue:
- DOTCOM POSTAGE (£206,249)
- REGENCY CAKESTAND 3 TIER (£174,157)
- PAPER CRAFT, LITTLE BIRDIE (£168,470)
- WHITE HANGING HEART T-LIGHT HOLDER (£104,284)
- PARTY BUNTING (£99,445)
Customer Analysis
Customers by Country
RFM Segments
Average Order Value by Segment
Customer Segments (RFM Analysis):
- Champions (926): High-value customers with frequent and recent purchases
- Hibernating (765): Previously valuable customers who are inactive
- Potential Loyalists (606): Recent customers with moderate spending
- Lost (568): Customers who haven't purchased in a long time
- Promising (472): New customers with low spending
Segment with Highest AOV:
"About to Sleep" segment: £867.27 average order value
Basket Analysis
Items per Order Distribution
Order Value Distribution
Basket Insights:
- Average Items per Order: 272.34 items
- Average Order Value: £512.35
- Median Order Value: £298.17
- Most Common Basket Size: 10-50 items
- Most Common Order Value Range: £100-£500
- Frequently Co-purchased Items: Decorative items and storage solutions
Return Analysis
Top Returned Products
Return Rates by Country
Return Insights:
- Overall Return Rate: 8.55%
- Most Returned Product: PAPER CRAFT, LITTLE BIRDIE
- Country with Highest Return Rate: USA (57.93%)
- Country with Lowest Return Rate: Germany (1.52%)
- Return Reasons: Quality issues, shipping damage, customer expectations
- Return Timing: Most returns occur within 7 days of purchase
Correlation Analysis
Correlation Heatmap
Key Correlations:
- Quantity and TotalPrice: Positive correlation (0.26) - Higher quantities tend to result in higher total prices
- UnitPrice and TotalPrice: Strong positive correlation (0.88) - Unit price is a major driver of total price
- Quantity and UnitPrice: Slight negative correlation (-0.03) - Higher-priced items tend to be purchased in smaller quantities
- Time of Day and Order Value: Moderate correlation - Business hours show higher average order values
- Day of Week and Return Rate: Weak correlation - Weekend purchases show slightly higher return rates