1. Project Title & Company Review

MavTech Electronic: Developing an Intelligent Social Media Monitoring System to Strengthen MavTech's Brand Reputation.
INDUSTRY: Consumer Electronic Industry.
MavTech Electronics Ltd. is a leading player in the global consumer electronics industry, widely recognized for its innovation in smartphones, tablets, and wearable technology.
It has its headquarters in the United States and has built a reputation for blending cutting-edge technology with superior quality. With a dedicated workforce of 200 employees, MavTech continues to push the boundaries of product excellence and user experience.

ROLE: Senior Data Analyst.

2. Business Problem

MavTech Electronics Ltd. has been facing a growing challenge related to its brand reputation. In recent years, the company has faced several issues, including negative customer reviews, product recalls, and public relations crises. These issues have led to a decline in customer trust and have affected sales and market share.
- Negative Social Media Buzz: The company is experiencing a surge in negative social media conversations about its products and customer service. These conversations are damaging its brand image.
- Customer Complaints: Complaints related to product defects, delays in customer support response, and billing issues have been rising, leading to a drop in customer satisfaction.
- Product Recalls: Recent product recalls have received significant media attention, causing panic among customers and stakeholders.

3. Business Objectives

- Protecting Market Position: Maintaining a positive brand reputation is vital to retaining market share and fending off competition.
- Customer Retention: Improving customer satisfaction and addressing concerns promptly can reduce customer churn.
- Data-Driven Decision Making: Social media monitoring tools provide valuable insights into customer sentiment, enabling data-driven decision-making.
- Enhanced Marketing: Consistent messaging and understanding customer preferences can lead to more effective marketing campaigns.
- Crisis Mitigation: Effective monitoring can help identify and address potential crises before they escalate.

4. My Approach

- Data Definition Language (DDL) to create Table in the Database.
- Imported my csv file into the table created.
- I wrote DDL to extracted 3 Sub-tables from the Main table - Exploratory Data Analysis (EDA): Standard Query Language for Insight Generation.
- Exported Each Sub-tables from PostgreSQL as csv files.
- Data importation into Power Query using Power BI.
- Reporting & Visualization.
- Recommendations.

TOOL USED: PostgreSQL & Power BI.

5. Key Deliverables

Delivered a Power BI dashboard to improve data-driven decision-making.

6. Insights

- Over the course of 3 years, the Elder age group generated the highest revenue of $17.9M, next is the Adult age group with a revenue of $13.8M, followed by the Young Adult with a revenue of $13.5M and lastly the Old with $12.4M in revenue.
- Based on the Customer type: The Returning Customers have a revenue of over 48.54%, next is the VIP Customer with 42.14% and lastly the New Customer with 9.31%.
Age Group: 18-31yrs (Young Adult); 32-45yrs (Adult); 46-59yrs (Elder); ≥ 60yrs (Old).
- Laptop generated the highest revenue of $24.6M.
- Next is the Smartphone with a revenue of $14.3M.
- Tablet with a revenue of $11.0M.
- Lastly, Smartwatch with a revenue of $7.6M.
NOTE: TOTAL CUMULATIVE REVENUE IS $57.53M
- MarsTech is a competitor brand in the same market niche as MavTech Electronics and was mentioned 19,517 times.
- The second Brand to that number is the MetaTech mentioned over 18,309 times.
- SmartTech was mentioned 17,949 times by the customers, and lastly, we have 17,811 times when a customer did not mention a competing brand with MavTech.
- During the course of the analysis, we can see that MavTech was mentioned 37,773 times.
- 37,459 products were of bad quality and were returned by the customers.
- On the other hand, 36,127 products were of good quality and they remained with the customer: meaning MavTech Brand had more bad quality products in comparison to the good ones.
- 47,528 customers are unhappy and will not be recommending our MavTech Brand to another potential customer.
- 12,550 customers are satisfied, but unenthusiastic and are vulnerable to competitors.
- And we have a loyal customer: 13,508, enthusiastic and positive word-of-mouth about the Brand to other potential customers.
NPS Response Category: 0-6 (Unhappy Customer); 7-8 (Satisfied Customer); 9-10 (Loyal Customer).

7. Recommendations

- Since the Elder (>60yrs) is the customer age group that generated the highest revenue, make sure the product development is user-friendly, e.g Large display and simple user interface.
- Tailor your advertisement to the Elder customers and mention the great feature that can cater for their needs.
- Give incentives to the Returning customers in order to secure their loyalty to the MavTech brand.
- Make sure laptops and smartphones are always in stock, since they are the most sort out products.
- Find out if it is a seasonal influence that causes the high increase in revenue in a specific month, and see if it can be replicated in other months that are performing low in revenue.
- The marketing campaign should be tailored to regions that are performing low in revenue in order to boost sales in all regions.
- Carry out a follow-up on the customers who mentioned the MavTech brand.
- Investigate the unique features of other competitors and see if they can be incorporated into MavTech to prevent your customers from being captivated by your competitors.
- Carry out corrective measures on the neutral and negative sentiment that customers expressed about MavTech.
- In months where we had high engagement comments, carry out an investigation as to the reason. Was it as a result of an issue that was reported? Cross-reference it via the platform in which the comments were communicated.
- Build on the Users who have above-average influencer scores and, with respect to regions, can help build Brand visibility faster, which will be welcomed easily by other potential customers.
- MavTech needs to ensure its product is in good working order before releasing it to the market, as more products are being recalled.
- Also, find out why we have more unfixed products than fixed ones. Does it have anything to do with getting the right spare parts or the lack of technical personnel (Unskilled professional)?
- Although MavTech Brand was mentioned more often, an investigation must be carried out as to the reason we have more Unhappy customers compared to Loyal customers.