Chinook Music Store

Analysis
By – SAIRAJ JADHAV
 AGENDA
Total Tasks performed in the presentation are as follows:

Data Schema

Managing Missing & Null Values

Analysis Of Objective & Subjective Questions

Data Modification in SQL

Recommendations

Conclusion
DATA SCHEMA-
MANAGING MISSING VALUES & DUPLICATES
Effective methods for managing data inconsistencies

IDENTIFYING MISSING VALUES &

COALESCE() FUNCTION UPDATE STATEMENT
DUPLICATES
Replace NULLs with default values Modify values based on conditions
Assess tables for NULLs and duplicate
using COALESCE(). with UPDATE.
entries.

NULLS IN CUSTOMER TABLE NULLS IN TRACK TABLE NUMERIC REPLACEMENT

NULL values found in company, state, NULL values observed in the
STRATEGY
phone, fax. composer column. Use 0 for NULL in numeric fields.

TEXT REPLACEMENT STRATEGY EXAMPLE REPLACEMENT

Use placeholders like 'None' for text Replace NULL composer with
fields. 'Unknown'.
HANDLING NULL VALUES IN TABLES
Strategies for Replacing NULL Values Effectively

TABLES WITH NULL VALUES COLUMN NAME/ATTRIBUTE VALUE TO BE REPLACED

Customer Company 'Unknown'

Customer State 'None'

Customer Phone '+00000000000'

Customer Fax '+00000000000'

Track Composer 'Unknown'

 TOP-SELLING TRACKS ANALYSIS
Analyzing top tracks and artists in the USA

3503 unique Leading artist

IDENTIFIED TOP ARTIST
tracks analyzed The analysis revealed the top artist in
EXTENSIVE DATASET REVIEWED sales.
Analyzed top-selling tracks in the USA.

Sum of total
Multiple genres sales
identified HIGH REVENUE FROM TRACKS
DIVERSE MUSIC LANDSCAPE Total sales reflect the profitability of
The analysis showcased various popular tracks.
genres.
 CUSTOMER DEMOGRAPHICS ANALYSIS
Analysis of Customer Demographics by Country, State, and City

TOTAL LOCATIONS ANALYZED

Analyzed data from 59 unique country locations.
COUNT(customer_id)

CUSTOMER COUNT
Customer distribution across countries
and states.
COALESCE(state, 'None')

STATE REPRESENTATION
State data represented, with 'None' for
missing.
GROUP BY country, state, city

DATA AGGREGATION
Data aggregated for clarity in
demographics.
 TOTAL REVENUE AND INVOICES CALCULATION
Analyzing revenue and invoice distribution by region

Number of
Total Revenue: Invoices: 614 Countries Average Invoice
$4709 Involved: 59 Top City: Value: $7.67
Prague
HIGH
REVENUE DIVERSE HEALTHY
INVOICE Prague
REFLECTS MARKET AVERAGE
COUNT GENERATES
STRONG PRESENCE INDICATES
SHOWS THE HIGHEST
SALES ENHANCES QUALITY
ACTIVE REVENUE.
PERFORMANC STABILITY. SALES.
TRANSACTIO Indicates a strong
E.
Indicates high customer Reduces risk by Suggests effective
demand and successful
NS.
Demonstrates robust spreading sales across
customer base in urban
pricing strategies and
areas.
strategies. business activity across different regions. customer spending.
regions.
 TOP GENRES BY PURCHASE QUANTITY
Analysis of top 3 Genres by Purchase Quantity

•Rock is the most popular genre –

•It is the highest purchased genre for all three Customers purchases in Genre in terms of quantity
COUNTRY TOTAL REVENUE
customers: 80 - Top 3 76
 Frank: 64
 František: 67 70 67
64
 Helena: 76 60

•Alternative & Punk is the second most 50

popular genre – 40

 It appears consistently in the top 3 for all 32

customers:
30
24
 Frank: 20 20
20
18 18 18
16
 František: 16 14
9
 Helena: 24 10
5 6 5
3 2 4 3 2 2
1 1 1 2 2 1 1 1 1 1 1 1 1
0

•Metal is another strong preference –

Jazz

Jazz
Latin

Latin

Latin
Alternative

Reggae

Alternative

Reggae

Alternative

Electronica/Dance
Pop

Pop

Hip Hop/Rap

Pop
Blues

Blues
Rock

Alternative & Punk

Soundtrack

Rock

Alternative & Punk

Rock

Alternative & Punk

Easy Listening

Easy Listening
Metal

R&B/Soul

Metal

R&B/Soul

Classical

Metal

R&B/Soul

Classical
It ranks in the top 3 for Frank (32), František (14),
and Helena (9), indicating a solid demand across
all three. Frank František Helena
TOP CUSTOMERS BY REVENUE ANALYSIS
Analysis of top 5 Countries by Total Revenue

Top 5 Countries by Total Revenue

•USA Dominates Revenue – The USA has 1200

the highest total revenue, significantly 1040.49

surpassing the other four countries. 1000

•Canada in Second Place – Canada hasCUSTOMER

COUNTRY the 800 TOTAL REVENUE
second-highest revenue, but it's much lower
than the USA. 600 535.59
427.68
•Balanced Revenue Among Other 400 389.07
334.62
Countries – Brazil, France, and Germany
have relatively similar revenue figures, with 200
Brazil slightly ahead of France and Germany.
0
•Germany Has the Lowest Revenue – Brazil Canada France Germany USA

Among the top five countries, Germany has

the lowest total revenue.
 CUSTOMER TRACK SALES ANALYSIS
Identifying Top-Selling Tracks for Each Customer

ROW_NUMBER()
59 Rows 1 Track per
SUM(i.tota function
Returned Customer
l)
TOTAL SALES TOP-SELLING SALES RANKING
AGGREGATED
RECORDS TRACK IMPLEMENTED
TOTAL SALES
IDENTIFIED IDENTIFIED
Total sales calculated for each
Demonstrates comprehensive Each customer has a unique track. Ranks tracks by sales for each
customer sales tracking. best-selling track.
customer.
CUSTOMER HIGH CUSTOMER
ENGAGEMENT
PURCHASING 59 total
purchases
Indicates strong purchasing

BEHAVIOR frequency.

INSIGHTS PURCHASE FREQUENCY

INSIGHT
Analyzing Trends in Customer
Average 30 days between
Shows the average duration for
purchases
Purchases repeat purchases.

HEALTHY REVENUE PER

TRANSACTION
$7.8 average order value
Represents a lucrative customer
spending behavior.

LONG-TERM CUSTOMER BASE

Minimum purchase date: 2020-01- Highlights established customer
01 relationships.

RECENT ACTIVITY TREND

Maximum purchase date: 2023- Shows ongoing engagement and
09-30 sales.
 CUSTOMER CHURN RATE INSIGHTS
Understanding Customer Churn Metrics and Implications

X churned Y total Z% churn

180 customers customers rate
days
CHURNED TOTAL CHURN RATE
CHURN
CUSTOMERS CUSTOMER PERCENTAGE
THRESHOLD SET
COUNT BASE Indicates the percentage of
Customers inactive for over
Identifies the total number of Reflects the customer base at customers lost during the
180 days are classified as
customers lost. the start of the period. period.
churned.
CUSTOMERS BY GENRE PURCHASES
Identifying Customers Across Multiple Genres

59 Rows Returned

ACTIVE CUSTOMERS BY GENRE

Total customers purchasing across
genres.
3 Different Genres

MINIMUM GENRE PURCHASES

Customers must buy from at least 3
genres.

COUNT(DISTINCT g.genre_id)

UNIQUE GENRES COUNT

Counts unique genres per
customer.
 SALES PERFORMANCE RANKING OF GENRES genre_name total_sales sales_rank
Ranked Sales Data for Music Genres in the USA Rock 554.4 1
Alternative & Punk 128.7 2
Metal 122.76 3
•Top Genre: Rock dominates sales R&B/Soul 52.47 4
Blues 35.64 5
with 554.4 in total
GENRE revenue. TOTAL SALES
Alternative GENRE RANK
34.65 6
Pop 21.78 7
Latin 21.78 7
•Strong Contenders: Alternative & Hip Hop/Rap
Jazz
19.8
13.86
9
10
Punk (128.7) and Metal (122.76) follow Easy Listening
Reggae
12.87
5.94
11
12
in second and third place. Electronica/Dance 4.95 13
Classical 3.96 14
Heavy Metal 2.97 15
•Moderate Performers: R&B/Soul, Soundtrack
TV Shows
1.98
0.99
16
17
Blues, and Alternative genres show
mid-tier sales between 34-52. Top 10 Genre from USA by Sales
600 554.4

•Lowest Ranked: TV Shows genre 500

ranks last with 0.99 in total sales. 400

300

•Tied Sales: Pop and Latin genres 200

128.7 122.76
have the same total sales 100 52.47 35.64 34.65 21.78 21.78 19.8 13.86
(21.78),sharing rank 7. 0
Rock Alternative Metal R&B/Soul Blues Alternative Latin Pop Hip Jazz
& Punk Hop/Rap
INACTIVE CUSTOMERS IDENTIFICATION
A comprehensive approach to identify inactive clients

CHALLENGE OF INACTIVE CONCEPTS UTILIZED SQL QUERY OVERVIEW JOIN OPERATIONS

CUSTOMERS
CTE, Joins, and Aggregate Use CTE to track last purchase Joining customer and invoice
Identifying customers without Functions are key. dates. tables for data.
purchases in 3 months.

AGGREGATE FUNCTIONS FILTERING INACTIVE QUERY RESULT

CUSTOMERS
MAX function captures latest Identified 35 inactive customers
purchase date. SQL checks for no purchases in successfully.
the last 3 months.
TOP ALBUM PROMOTION STRATEGIES
Prioritized Albums for USA Advertising

01 1. SEEK AND SHALL FIND: MORE OF THE BEST 08 SALES VALUE: 370.26
R&B/Soul album with highest sales value. Classic appeal contributes to strong sales opportunities.

02 SALES VALUE: 387.09 09 PROMOTION JUSTIFICATION: ROCK DOMINANCE

Demonstrates strong demand for R&B/Soul. Rock genre shows leading sales representation.

03 REASON FOR PROMOTION: HIGH DEMAND 10 R&B/SOUL AUDIENCE DEMAND

Leads in sales, indicating strong audience interest. High sales indicate strong listener base for R&B.

04 2. FROM THE MUDDY BANKS OF THE WISHKAH LIVE 1 STRATEGIC INVESTMENT OPPORTUNITY
Live rock album with significant sales value. 1 Promoting these albums can drive significant engagement.

05 SALES VALUE: 379.17

Reflects popularity and engagement in the rock genre.

06 REASON FOR PROMOTION: DEDICATED FAN BASE

Live albums attract loyal followers, boosting sales.

07 3. ARE YOU EXPERIENCED?

Classic rock album with high sales potential.
 TOP-SELLING GENRES OUTSIDE THE USA
Analysis of global music genre sales trends

•Rock Leads the Market – Rock music has

the highest sales, reaching 2053.6,
significantly outperforming other genres.

•Metal in Second Place – Metal follows with

490.05 in total sales, showing strong
popularity.

•Alternative & Punk Holds Third – With

2053.6 490.05 358.38 143.55
358.38 in sales, it remains a competitive
genre.
Rock Metal Alternativ Latin
e & Punk
•Latin Music in Fourth – Latin music has
GENRE
143.55 in total sales, maintaining a notable
presence in the market.
SALES ANALYSIS OF MUSIC GENRES
Comparative Analysis of Genre Sales Data

GENRE SALES (OUTSIDE USA) SALES RANK (USA)

Rock 2053.6 1

Metal 490.05 3

Alternative & Punk 358.38 6

Latin 143.55 Not in USA Chart

R&B/Soul Not in Non-USA Chart 36

Blues Not in Non-USA Chart 27

SALES
COMPARISON:
USA VS. OTHER
COUNTRIES
Analyzing Music Sales Trends
Across Borders

COMMONALITIES DIFFERENCES
1. Rock is the leading genre in both USA 1. Latin music ranks as a top-selling
and international markets with 412 genre outside the USA but does not
sales. feature in the USA's top sales.
2. Metal and Alternative & Punk genres
show significant sales numbers in both 2. R&B/Soul and Blues are popular in the
markets. USA, appearing in the top-selling
genres, yet are absent from
international rankings.
 583 purchases 31 purchases
LONG-TERM CUSTOMERS BUY MORE NEW CUSTOMERS BUY LESS OFTEN CUSTOMER
FREQUENTLY
Long-term customers show a high
New customers exhibit lower purchase
frequency.
PURCHASING
purchase frequency.
Purchase Frequency of Old and New Customers
BEHAVIOR
700
600
583 ANALYSIS
500
400 Comparative Insights on Long-Term
300
200 vs. New Customers
100 31
0
Long Term New

Average Spending Amount Of New and Old Customers

9.80345454
9.9
545454
9.8
9.7
9.6
9.5
9.4
9.3025
9.3
9.2
9.1
9
Long Term New

9.8 9.3
HIGHER AVERAGE SPENDING OF LOYAL NEW CUSTOMERS SPEND SLIGHTLY
CUSTOMERS LESS
Long-term customers spend more on New customers show lower average
PRODUCT AFFINITY ANALYSIS INSIGHTS
Exploring purchase patterns in music genres and albums

GENRE-BASED AFFINITY COMPLEMENTARY GENRES CROSS-SELLING STRATEGIES RECOMMENDATION SYSTEMS

Rock and Metal albums are Latin and Blues as secondary Combine Rock & Metal into discount Suggest albums based on customer
frequently purchased together. choices for bundling. bundles. purchase patterns.

PERSONALIZED PLAYLISTS ARTIST/ALBUM ANALYSIS EXAMPLE OF ARTIST AFFINITY

Curate playlists that enhance Examine data for artist-specific If Led Zeppelin is bought,
engagement for users. purchasing trends. recommend Metallica.
REGIONAL MARKET ANALYSIS INSIGHTS
Understanding Variations in Customer Behavior

COUNTRY TOTAL CUSTOMERS CHURN RATE

Argentin 1 10
a 0

Belgiu 1 10
m 0

Chile 1 10
0

Hungar 1 10
y 0

Ital 1 10
y 0

Netherland 1 10
s 0

Norway 1 10
0
REGIONAL MARKET ANALYSIS INSIGHTS
Understanding Variations in Customer Behavior

COUNTRY TOTAL CUSTOMERS CHURN RATE

German 2 50
y

France 2 50

Czech 2 50
Republic

USA 1 15.3
3 8

Brazi 8 37.
l 5
CUSTOMER RISK
PROFILING HIGH-RISK REGIONS IDENTIFIED

INSIGHTS Countries like Italy and Norway show 100% churn.

MODERATE-RISK AREAS
Analyzing factors influencing
USA and Canada exhibit churn rates of 15.38% and 37.5%.
customer retention and churn
LOW-RISK REGIONS DETECTED
Countries with 0% churn include Finland and Australia.

DEMOGRAPHICS IMPACT CHURN

Younger customers show less loyalty, increasing churn.

ECONOMIC FACTORS MATTER

Economic instability correlates with higher churn rates.

PURCHASE BEHAVIOR TRENDS

Infrequent purchases signal potential churn risk.

ENGAGEMENT ISSUES
Poor customer service drives higher churn rates.
 CUSTOMER LIFETIME VALUE INSIGHTS
Utilizing Customer Behavior for Marketing Strategies

Targeted win-
High frequency Low VIP discounts back campaigns
1,990
purchases engagement offered
days
frequency
CHURN RISK RECOVER
HIGH-VALUE TARGET RE- BOOST
IDENTIFIED LOST
CUSTOMERS ENGAGEMENT RETENTION
Daan Peeters shows CUSTOMERS
Niklas and Hannah are Low-frequency Incentives for loyal
disengagement. Email campaigns to re-
top customers. customers need customers can help.
attention. engage churned users.
CUSTOMER
SPENDING HIGHER ENGAGEMENT IN
ANALYSIS Average Tracks per Customer:
PURCHASING TRACKS
Indicates customers are actively
INSIGHTS 15.5 buying music.

Analyzing Customer Behavior by

SIGNIFICANT REVENUE
Country
GENERATION
Total Spent: 4709$
Reflects strong market demand for
music.

LARGE CUSTOMER BASE

Number of Customers: 59 A robust audience for marketing
strategies.

HEALTHY AVERAGE SPENDING

Average Total Spent: 7.6$ Shows potential for upselling
opportunities.
SQL TABLE MODIFICATION TECHNIQUES
Steps to Add a New Column in SQL Database

OBJECTIVE OF SQL MODIFICATION UTILIZING ALTER COMMAND UNDERSTANDING SYNTAX

Aim to enhance the 'Albums' table by The ALTER statement is essential for Syntax: ALTER TABLE table_name ADD
adding a new column. modifying tables. COLUMN column_name datatype;

EXECUTING THE QUERY TESTING THE MODIFICATION VISUAL OUTPUT

Use the specific query to add Verify changes using SELECT * FROM Check the output to confirm successful
'NewReleaseYear' column. album command. modification.
 RECOMMENDATIONS-
Evaluate the effectiveness of promotional strategies

CUSTOMER ACQUISITION
Measure new customers gained and their
0
purchases. 1 RETENTION ANALYSIS
0 Assess repeat purchases and churn
2 rates.

SALES PERFORMANCE
Compare revenue and order values during campaigns.
0
3
CUSTOMER SEGMENTATION
04 Identify responsive customer groups for
targeting.

ENGAGEMENT INSIGHTS
Evaluate email interactions and 0
redemption rates.
5
 CONCLUSION

 This analysis provides valuable insights into customer

purchasing behavior and preferences based on geographic
location and genre popularity, enabling targeted
recommendations.

 Identifying high-revenue customers and tracking purchase

frequency helps businesses re-engage inactive customers
and prevent churn in high-risk segments.

 The data highlights the dominance of specific genres, such as

Rock, across various locations, offering cross-selling and
upselling opportunities based on regional and customer
preferences.

 Differences in purchasing patterns between long-term and

new customers reveal opportunities for loyalty programs and
personalized offers, ultimately enhancing customer retention
and satisfaction.