Rawan Kamaleddin

Customer Insights Dashboard: Target Segments & Product Opportunites

Market Research Dashboard – Key Insights & Recommendation I analyzed the customer marketing dataset in Power BI to identify which customer segments should be prioritized in the next campaign and which product categories should be emphasized. Key Findings - High-income customers are the strongest target segment. Customers with income above 80K recorded the highest latest-campaign response rate at 40%, significantly higher than the next income group (60K–80K, around 15%). This indicates that income is a strong predictor of campaign responsiveness. - The most responsive age segment is 40–49. This age group showed the strongest response among age categories and also represents a commercially meaningful group in size, making it a strong target for future campaigns. - Marital-status results should be interpreted carefully. While widowed customers showed a relatively high response rate, they represent a small segment with limited total revenue contribution. In contrast, single customers contribute a much larger share of revenue and account for a high number of latest-campaign acceptances, making them a more commercially relevant audience segment. - Product demand is concentrated in Wines, with Meat as a secondary opportunity. When focusing on the strongest target segments, Wines consistently emerged as the leading product category, while Meat also showed strong performance for high-income customers. - The latest campaign performed best overall. It generated the highest number of acceptances, while Campaign 4 ranked second, suggesting that the most recent campaign strategy or offer aligned more effectively with customer preferences. Business Recommendation For the next marketing campaign, I would recommend prioritizing customers with income above 80K, with a particular focus on those in the 40–49 age group. Among marital-status segments, I would treat single customers as a strategically important audience because they combine strong revenue contribution, a larger customer base, and substantial participation in the latest campaign. From a product perspective, the campaign should primarily feature Wines, with Meat positioned as a secondary product focus where relevant to the target segment. Overall, the analysis suggests that the next campaign should be built around high-income, mid-age customers with proven campaign responsiveness and strong spending patterns, while using product messaging centered on the categories that already drive the highest spend.