A customer analysis begins with a defined decision and unit of analysis. Use fictional or appropriately licensed data and distinguish behavior from inferred personal attributes.
Before you begin
Use fictional or properly licensed data with a documented question, units and column definitions.
Work through the idea
State the decision or learning question first. Keep raw inputs separate from derived tables and document filters, exclusions and calculations. Check at least one result manually and record a limitation. Communicate what the evidence supports without inventing business outcomes or exposing personal information.
- Define customer and activity windows
- Create interpretable segments
- Check group sizes and data gaps
Practice task
Compare repeat-purchase behavior across fictional acquisition channels.
Check your result
Explain the denominator, observation window and a potential source of bias.
A mistake to avoid
Do not interpret correlation as proof that a channel caused a purchase.
Keep a review note
Save the inputs or scenario, your reasoning and the result you checked. Explain one assumption and one case that needs more work. Revise the exercise after feedback and distinguish what you demonstrated from what remains untested.
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