Project Overview
In the ever-competitive landscape of online streaming, Rockbuster, a former DVD rental giant, faced the challenge of pivoting to a digital platform to reclaim its market share. With the mission of launching a successful online streaming service, the company recognized the need for a data-driven approach to understand customer preferences, regional market dynamics, and revenue opportunities.
Objective
The primary objective was to utilize data analytics to inform a market entry strategy that would maximize global reach while catering to the nuanced demands of regional audiences.
Duration and Role
I spearheaded the data analytics project as the lead data analyst. The project spanned several weeks, culminating in a strategic blueprint for the following fiscal year.
Tools, Skills, and Methodologies Employed
The project leveraged SQL for data querying, Tableau for data visualization, and GitHub for version control and collaboration. A detailed data dictionary was created to standardize data understanding and usage across the team, which will be included in the full case study document.
The Approach and Process
The approach was methodical, starting with the aggregation and cleansing of data from various sources to ensure reliability. Using SQL, I performed extensive data mining to uncover customer distribution patterns, revenue streams, and content preferences.
- Customer Analysis:
- Identified 599 customers across 109 countries.
- Asia emerged as the lead market with over 50% of the customer base.
- Revenue Analysis:
- Mapped revenue distribution, with Asia contributing over 50%.
- Detected potential in untapped markets such as Oceania.
- Content Preferences:
- Analyzed genre popularity, revealing Sports, Sci-Fi, and Animation as top categories.
Challenges included data discrepancies and the need to infer customer preferences from incomplete datasets. These were addressed through robust data validation procedures and the application of statistical inference techniques.
Decisions Made
Strategic decisions were based on insights gained from the data analysis. For instance, the strong Asian market presence led to a targeted marketing plan for the region, and the identified content preferences informed the curation of a localized content library.
End Results and Recommendations
Solution and Results
The data-driven strategy proposed a full transition to online streaming, with a focus on the Asian market and content tailoring by region. The insights gleaned from the data underpinned a comprehensive marketing campaign and informed the development of a loyalty program for top customers.
Reflections
The project highlighted the importance of data in formulating a competitive strategy in the digital age. Despite the challenges faced, the analysis provided a clear direction for Rockbuster's market re-entry and set the stage for a new era of growth.
Next Steps
While the initial strategy focused on market entry, subsequent phases would involve continuous data monitoring to refine the approach and capitalize on emerging trends.
For a deeper dive into the methodologies and data, the project's GitHub repository is available at GitHub Repository.