Dognition Analysis with Tableau

Project Overview

Dognition is a real company that contracted with Duke University on the Data Analysis with Tableau course on Coursera (certificate) and provided their customer data for analysis. Dognition provides a service to dog owners consisting of a series of activities with their dogs in a progression, to allow the owner to discover more about about their dog such as personality, style of communication and so on. The data gathered from its members is used in scientific papers on canines. In an effort to boost engagement, Dognition introduced a pilot program to give a “Free Start” to new members – several of the tests were at no charge, and it wanted to see if that effort helped test completion rates.

Project Goals

The business problem to be solved was to analyze member engagement and provide recommendations as to how to boost engagement so that more of its members completed all the tests and the company had complete data to use in their scientific papers. Descriptive analysis was performed on member characteristics, engagement data, customer segmentation, understanding the engagement behavior using session analysis, and geospatial analysis to understand international market penetration. This was a guided project for the class and the data was analyzed and finally presented in a Tableau project with specific guidelines, a PowerPoint presentation was submitted that was narrated with the specified duration of 5 minutes. Charts made during the analysis but not included (per specifications) are included in the description and shown in a gallery below the embedded project.

Tools Used

Tableau, Excel, PowerPoint

Data Cleaning/Preparation

• Inspection of initial data,
• Handling missing and blank values,
• Removing outliers, and
• Data cleaning and normalization

Data Requirements

The customer and dog demographics – breed groups and types within each group were necessary to isolate and identify to see if there was any discernable pattern in engagement, along with geographic data.

Charts:

• Amount & Percentage Test Completion of Paying vs Free Customers (dual stacked column chart),
• Tests Completed by Dog’s Sex (filled area chart),
• Map of Free Start vs Paying Members (filled map),
• Tests Completed by Age and Free vs Paying Members (column chart with circles and prediction lines),
• Completion Rate of Games by Categories (stacked column chart),
• Completion of 10 Categories by Breed Type and Age (stacked column chart)

Insights & Areas for Improvement

The characteristics of users who are most engaged were identified, along with specific breed types who tend to have higher completion rates. The most active days and times were identified as well as the critical drop-off points in the program. Recommendations were made to boost engagement with those users displaying the characteristics identified.

Additional Information

This project can be viewed on Tableau Public