Business Overview
Key Findings
What the data reveals
Q1 — GEOGRAPHY
Customer Distribution by Country
Finding
USA (13), Germany (11), and France (11) have the highest customer counts, followed by Brazil (9) and UK (7).
Insight
Strong geographic concentration in North America and Western Europe. Customer base is regionally focused.
Recommendation
Continue investing in top 3 markets. Apply proven strategies to Brazil and UK. Build retention plans for top regions.
Q2 — PRICING
Product Price Analysis
Finding
Prices range from $10 to $97 with an average of ~$29. Catalog leans toward budget and mid-tier.
Insight
Most products cluster near the lower range. Only a few items are truly premium.
Recommendation
Review premium items for competitive positioning. Small price adjustments or new mid-range products could lift overall revenue.
Q3 — RETENTION
Top Customers by Order Frequency
Finding
Customer #20 placed 10 orders. Top 10 customers placed 60 orders combined, with a steep drop after the top few.
Insight
Heavy reliance on a small core of loyal buyers. Repeat purchase concentration is high.
Recommendation
Create a loyalty or VIP rewards program. Use personalised offers to move mid-tier customers up.
Q4 — PREMIUM
Products Priced Above Average
Finding
Most above-average products fall between $30–$60. Items like Côte de Blaye sit far above everything else as extreme outliers.
Insight
A handful of premium items skew the average. Catalog is mostly mid-priced with selective luxury positioning.
Recommendation
Review premium items for intentional luxury positioning. Explore bundle offers for mid-range products.
Q5 — OPPORTUNITY
Inactive Customers (No Orders)
Finding
17 customers have never placed an order. Most are in Europe and Latin America.
Insight
These accounts represent significant unrealised revenue. They are registered but unactivated buyers.
Recommendation
Run targeted re-engagement campaigns in Europe and Latin America. Offer first-purchase discounts or request feedback.
SQL Queries
The code behind the analysis
q1_top_countries.sql
Top 5 countries by customer count
▶ expand
-- Which 5 countries have the most customers? SELECT Customers.Country, COUNT(Customers.CustomerID) AS 'Number of Customers' FROM Customers GROUP BY Customers.Country ORDER BY COUNT(Customers.CustomerID) DESC LIMIT 5;
q2_price_summary.sql
Min, max, and average product prices
▶ expand
-- What are the minimum, maximum, and average product prices? SELECT MIN(Products.Price) AS 'Min Price', MAX(Products.Price) AS 'Max Price', AVG(Products.Price) AS 'Average Price' FROM Products;
q3_top_customers.sql
Top 10 customers by order frequency
▶ expand
-- Who are the top 10 customers by order frequency? SELECT Orders.CustomerID AS 'Customer_ID', COUNT(Orders.OrderID) AS 'Number of Orders' FROM Orders GROUP BY Orders.CustomerID ORDER BY COUNT(Orders.OrderID) DESC LIMIT 10;
q4_above_average_products.sql
Products priced above catalog average
▶ expand
-- Which products are priced above the overall average? SELECT Products.ProductName, Products.Price FROM Products WHERE Products.Price > (SELECT AVG(Products.Price) FROM Products) ORDER BY Products.Price DESC;
q5_inactive_customers.sql
Customers who have never placed an order
▶ expand
-- Are there customers who have never placed an order? SELECT Customers.CustomerID, Customers.CustomerName, Customers.Country FROM Customers WHERE Customers.CustomerID NOT IN ( SELECT DISTINCT Orders.CustomerID FROM Orders ) ORDER BY CAST(Customers.CustomerID AS UNSIGNED) ASC;
Data Quality Notes
Known issues & handling
- Text fields contain trailing spaces (e.g.
"Germany "). Queries intentionally match fields including the whitespace. CustomerIDis stored as text. Queries cast it withCAST(... AS UNSIGNED)for correct numeric sorting.- No JOIN operations were used in this analysis. Customer names are not shown in Q3 — only IDs.
Conclusion
Summary & next steps
The analysis highlights strong geographic concentration in the USA, Germany, and France, clear pricing tiers with a small number of premium outliers, and distinct customer engagement patterns — including 17 completely inactive accounts.
Optimising pricing strategy, strengthening retention through a loyalty programme, and running targeted re-engagement campaigns in Europe and Latin America can significantly improve business performance.
Optimising pricing strategy, strengthening retention through a loyalty programme, and running targeted re-engagement campaigns in Europe and Latin America can significantly improve business performance.