UFood Marketing Analysis

blakeallansmith
Jul 1, 2025
3 min read

Project Background:

This project analyzes data about the sales and information of customers for the company UFood, which contains records of over 2,200 customers. The goal of the project is to provide insights on sales and customer trends and provide recommendations from the data in order to increase the profit growth perspective for the next three years. The information provided is crucial as the company has recently seen a decrease in sales and the profit growth perspective is predicting a significant loss over the next three years. As a result, understanding the patterns of sales and customers can help to improve accepted campaigns and drive sales in the future.

Project Objectives | Business Questions:

What are some trends in UFood Sales across the different sales methods?
Are there certain demographics to target in order to increase growth perspective?
Based on findings what demographic will result in the most sales?

Summary of Insights:

Customers between the ages of 30-70 were spending more money compared to others. However, they were not accepting campaigns at a high rate.
Those who purchased products through the catalog were more likely to accept campaigns offered to them. However, in-person sales contributed significantly more to revenue than catalogs did.
Customers with less kids spent more than those with kids. In comparison, those with zero kids spent 43% more than customers with one kid, and as the number of children increased the amount spent dropped significantly.
Those with bachelor's degree made up the greatest number of purchases; however, those with different levels of education were not far behind and those with bachelor's degrees had a much larger population compared to others. Therefore, education didn't have as large of an impact as it seemed.
Similar to education, marital status had little impact on sales and revenue.
Finally, as age increased purchases had a minor increase and should be included when looking for demographic to target.

Recommendations:

1. In order to make the most amount of money to increase profit growth perspective as quickly as possible. We want to target middle aged customers, that have an above mean income, with zero to one child. From the data, these customers have created the most amount of money for the company and have the highest margins. To begin, I would split our targeting of this demographic by 40% catalogs, 30% website, and 30% in-store. Catalogs have the highest number of accepted campaigns we just need to find a solution to the lower number of sales coming from these acceptances. On the other hand, our website and in-store are bringing in more revenue, but the campaign acceptance rates are not at the rate we want currently.

2. For long term profit growth perspective increase we need to work on the groups that are currently contributing to the least amount of sales. From the findings, those between the ages of 21-30 and 70+ are the demographic we need to target. Statistically these customers are accepting campaigns at a high rate but are not spending as much as the other demographic. Similar to the other recommendation, we want to split the campaigns relatively evenly between the three sales methods. Although, it may be beneficial to lower the campaigns sent through catalog to customers under the age of 30 as they are accepting these less than campaigns offered through the website or in-store.