Customer Engagement Analysis in Excel Project

A Practical Approach to Analyzing Customer Engagement Metrics beginner

With Ivan Kitov

Type: Course project

Duration: 2 Hours

Case Description

In 2022, there were high expectations for the growth of the 365 company and increased student engagement based on the introduction of new website platform features. Some of these features included an XP system that enabled students to track their progress, level up, and earn rewards by completing various learning objectives. The platform also offered in-app coins that could be exchanged for special awards, a leaderboard where students could compete for top positions in different divisions, earning weekly rewards and advancing up the ladder, and streaks to motivate students to maintain consistent learning habits. Additionally, the company expanded its course library, covering a broader range of topics to provide its students with a richer set of skills and attract a larger audience. These enhancements were anticipated to positively impact the student experience, create an effective strategy for customer engagement, and contribute to the company's success in the coming year. With this Customer Engagement Analysis in Excel project, you must analyze whether the new additions to the platform have increased student engagement.

Project requirements

To complete this Customer Engagement Analysis in Excel, please install Microsoft Excel 2007 or later. Additionally, you’ll need the Data Analysis ToolPak to perform the analysis. Follow the steps below to check if the Data Analysis ToolPak is installed.

  1. Open Microsoft Excel.
  2. Go to the Data tab in the top menu.
  3. Look for the Data Analysis button in the Analysis group. If you see it, the ToolPak has already been installed, and you can proceed with the analysis.

Installing the Data Analysis ToolPak (for Windows):

  1. Click on the File tab in the top left corner of Excel.
  2. Select Options at the bottom of the left-hand navigation pane.
  3. In the Excel Options window, click on Add-Ins on the left.
  4. In the Manage drop-down menu at the bottom of the window, select Excel Add-ins and click the Go button.

In the Add-Ins window, check the box next to Analysis ToolPak and click OK to install it.

Project files

During this Customer Engagement Analysis in Excel project, you’ll analyze a dataset from the 365 company. It’s important to note that personal user information has been masked to ensure privacy, and the database's volume has been reduced for practical reasons. Nevertheless, you can consider this dataset to accurately represent the company’s operations—providing a realistic and relevant context for your analysis.

In addition, consider the following information about the column values while working with the data:

  1. student_id – the unique identifier for each student in the dataset. The field contains IDs for students who used the 365 Data Science platform with free or paid accounts in Q4 2021 (October 1, 2021 – December 31, 2021, both included) and Q4 2022 (October 1, 2022 – December 31, 2022, both included).
  1. student_country – identifies the country of each student. The field provides information about students’ geographic location and can help analyze regional differences or conduct country-specific analyses.
  2. Paid – indicates whether a student had a paid account during the specified period. It is a binary variable, where '1' represents a paid account and '0' represents a free or unpaid account. It helps differentiate between students who have access to additional features or content through a paid subscription.
  3. minutes_watched_21 – represents the student’s engagement level, as expressed by the number of minutes a student has watched in Q4 2021.
  4. minutes_watched_22 – denotes the student’s engagement level, as expressed by the number of minutes a student has watched in Q4 2022.

 

The Excel file 'Engagement Project.xlsx' consists of four sheets: Task 1 and 2, Task 3, Task 4, and Task 5. Each sheet contains specific information regarding the project's tasks and corresponding data. Use the data in these sheets to answer the questions that follow.

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Project content
  • 1 Project file
  • Guided and unguided instructions
  • Part 1: Descriptive Statistics
  • Part 2: Confidence Intervals
  • Part 3: Hypothesis Testing
  • Quiz
Topics covered
Statistics Data Analysis