Scribd
Upload
24 views7 pages

Ifood Data Analyst Case

The iFood CRM Data Analyst Case challenges candidates to analyze a dataset related to customer interactions and propose data-driven actions to optimize marketing campaigns. Key objectives include exploring the data for insights, creating customer segmentation, and developing a predictive model to maximize campaign profits. Candidates should focus on their desired role, whether in business analysis or advanced analytics, and prepare to present their findings to both technical and business stakeholders.

Uploaded by

jpeavey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
24 views7 pages

Ifood Data Analyst Case

The iFood CRM Data Analyst Case challenges candidates to analyze a dataset related to customer interactions and propose data-driven actions to optimize marketing campaigns. Key objectives include exploring the data for insights, creating customer segmentation, and developing a predictive model to maximize campaign profits. Candidates should focus on their desired role, whether in business analysis or advanced analytics, and prepare to present their findings to both technical and business stakeholders.

Uploaded by

jpeavey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 7

iFood CRM Data Analyst Case

iFood is the lead food delivery app in Brazil, present in over a thousand cities.

Keeping a high customer engagement is key for growing and consolidating the company’s
position as the market leader.

Data Analysts working within the data team are constantly challenged to provide insights and
value to the company through open scope projects. This case intends to simulate that.

In this case, you are presented a sample dataset, that mocks metainformation on the customer
and on iFood campaign interactions with that customer.

It is your challenge to understand the data, find business opportunities & insights and to propose
any data driven action to optimize the campaigns results & generate value to the company.

This case aims to evaluate your Data skills and knowledge for two possible roles:

Data Analyst Business:

• Perform robust exploratory analysis, rich with business insights & data driven proposals
to add value to the company and have strong communication skills to influence the
decision making

Data Advanced Analytics

• Perform robust exploratory analysis, using advanced analytics tools and statistical
methods to generate data products to optimize business results (predictive &
clusterization models, for example)

Have clear focus on which role you want to perform @ iFood and focus your energy to excel in
the most relevant topics for it. We will be interested in the way you approach the solution and
you should know why you are using what you are using.

You should consider that you have to present your results to both technical and business
stakeholders.

Once completed, you may submit your solution to [email protected] with the
subject: iFood DA/DArq Case Solution / “Candidate Name”. On normal circumstances, we
should give a response within a week.

Key Objectives are:

1. Explore the data – don’t just plot means and counts. Provide insights, define cause and
effect. Provide a better understanding of the characteristic features of respondents;

2. Propose and describe a customer segmentation based on customers behaviors;

3. Create a predictive model which allows the company to maximize the profit of the next
marketing campaign.
The Company

Consider a well-established company operating in the retail food sector. Presently they have
around several hundred thousands of registered customers and serve almost one million
consumers a year. They sell products from 5 major categories: wines, rare meat products, exotic
fruits, specially prepared fish and sweet products. These can further be divided into gold and
regular products. The customers can order and acquire products through 3 sales channels: physical
stores, catalogs and company’s website. Globally, the company had solid revenues and a healthy
bottom line in the past 3 years, but the profit growth perspectives for the next 3 years are not
promising... For this reason, several strategic initiatives are being considered to invert this
situation. One is to improve the performance of marketing activities, with a special focus on
marketing campaigns.
The Marketing Department

The marketing department was pressured to spend its annual budget more wisely. The CMO
perceives the importance of having a more quantitative approach when taking decisions, reason
why a small team of data scientists was hired with a clear objective in mind: to build a predictive
model which will support direct marketing initiatives. Desirably, the success of these activities will
prove the value of the approach and convince the more skeptical within the company.
The Objective

The objective of the team is to build a predictive model that will produce the highest profit for the
next direct marketing campaign, scheduled for the next month. The new campaign, sixth, aims at
selling a new gadget to the Customer Database. To build the model, a pilot campaign involving
2.240 customers was carried out. The customers were selected at random and contacted by phone
regarding the acquisition of the gadget. During the following months, customers who bought the
offer were properly labeled. The total cost of the sample campaign was 6.720MU and the revenue
generated by the customers who accepted the offer was 3.674MU. Globally the campaign had a
profit of -3.046MU. The success rate of the campaign was 15%. The objective is of the team is to
develop a model that predicts customer behavior and to apply it to the rest of the customer base.
Hopefully the model will allow the company to cherry pick the customers that are most likely to
purchase the offer while leaving out the non-respondents, making the next campaign highly
profitable. Moreover, other than maximizing the profit of the campaign, the CMO is interested in
understanding to study the characteristic features of those customers who are willing to buy the
gadget.
The Data

The data set contains socio-demographic and firmographic features about 2.240 customers who
were contacted. Additionally, it contains a flag for those customers who responded the campaign,
by buying the product.
Objectives

Key Objectives are:

1. Explore the data – be creative and pay attention to the details. You need to provide the
marketing team a better understanding of the characteristic features of respondents;

2. Propose and describe a customer segmentation based on customers behaviors;

3. Create a predictive model which allows the company to maximize the profit of the next
marketing campaign.

4. Whatever else you think is necessary.


Deliverables

1. Data Exploration;

2. Segmentation;

3. Classification Model;

4. A short business presentation.

(also not limited)

You mays use any programming language for this assignment (we use python).

Simplicity and awareness of what is going on is preferred over implementations of complex


algorithms which you don’t master.

You might also like