Rockbuster Stealth - Global Market Analysis

Data Overview :

  • Total Revenue 61,312 $​

  • Films in Library 1000​

  • # of film Genres 16​

  • Countries with Customers 109​

  • Cities with Customers 597​

  • Total Customers 599

Applied  Techniques:​

  • Database​

  • SQL​

  • Database querying ​

  • Filtering ​

  • Cleaning and summarizing​

  • Joining tables​

  • Subqueries​

  • Common table expression​

Context:

“Rockbuster Stealth LLC, which used to have movie rental stores worldwide, has decided to leverage its existing movie licenses to launch its own online video rental service. This move has been necessitated by the need to stay competitive in the age of streaming services like Netflix and Amazon Prime.”

Goal :
”To intelligently allocate budget for marketing and development as they enter the market as a new business.”

This project was developed using the following tools:

  • SQL in PostgreSQL

  • Tableau Public

Project

● Which movies contributed the most/least to revenue gain?

● What was the average rental duration for all videos?

● Which countries are Rockbuster customers based in?

● Where are customers with a high lifetime value based?

● Do sales figures vary between geographic regions?

Data Preparation and Exploration

Determine and collect data for the project, then clean, profile, and explore.

As the data was provided by Career Foundry, I was able to start off on the exploration and cleaning right away.

As part of this process, I completed the following steps:

  • Loaded the data into PostgreSQL and extracted the entity relationship diagram (ERD)

  • Created a data dictionary (linked below)

  • Familiarized myself with the data to start thinking about how to answer the business questions

  • Began to organize, sort, and filter the data with various SQL queries

  • Completed queries to identify any dirty data that could skew analysis – none found so no action taken to clean

  • Created a data profile with summary statistics

The Rockbuster Stealth Management Board is eager to explore some insightful business questions! They anticipate receiving data-driven answers that will significantly shape their company strategy for 2020. Here are the key questions they’re excited to dive into:

Which movies contributed the most/least to revenue gain?

Key insights from the movies with the lowest revenue

Top Revenue-Generating Movies:

  • Highest Earner: Telegraph Voyage leads with $209.81 in revenue.

  • Strong Performers: Zorro Ark and Wife Turn also show impressive revenue, each exceeding $180.

  • Impact: These titles indicate strong customer preferences and are key revenue drivers for Rockbuster.

Least Revenue-Generating Movies:

  • Lowest Performer: Duffel Apocalypse earned a minimal $0.02 in revenue.

  • Other Low Performers: Titles like Oklahoma Jumanji and Texas Watch also contributed less than $0.50 each.

  • Impact: These movies reflect low customer interest and minimal revenue contribution

What movies contributed the most and least to revenue, and what was the average rental duration for all videos?

Key insights from our revenue breakdown by movie and the average daily rental rates ​​

Top Performing Genres:

  • Sports is the leading genre, generating approximately $4,892.19, making it the most profitable for Rockbuster.

  • Animation and Action follow closely with revenues of $4,245.31 and $3,951.84 respectively, indicating strong customer preference and consistent demand.

  • Mid-Range Genres:

    Family, Foreign, and Drama genres are solid performers, each contributing between $3,700 to $4,100. These genres maintain a steady demand and are significant for revenue.

  • Lower Revenue Genres:

    Travel and Music genres perform on the lower end, with revenues around $3,071.52 and $3,227.36.

    Thriller is the lowest revenue earner at $47.89, indicating limited appeal among customers.

Consistent Rental Durations:

  • Most genres have an average rental duration of around 4.5 days, indicating consistent customer behaviour across various movie types.

    Notable Outliers:

    The Thriller genre stands out with a higher average rental period, close to 6.0 days, suggesting customers take longer to watch these movies.

Where are customers with a high lifetime value based?

Key insights derived from customers with long-term loyalty.

Leading Market:

  • India has the most extensive customer base, with 6,035 loyal customers. This indicates strong engagement and potential for long-term growth in the region.

    Significant Presence in Asia:

  • Both China and Japan are significant contributors to the customer base, with 5,251 and 3,123 customers, respectively. This data underscores the substantial impact of the Asian market on customer loyalty.

    Notable Markets in North and South America:

  • The United States has 3,685 loyal customers, solidifying it as a crucial market for Rockbuster.

  • Mexico and Brazil also ranked in the top 10, with 2,985 and 2,919 customers, respectively, showing that Latin America is of substantial value for customer retention.

Emerging Markets:

  • Countries like the Russian Federation 2,766 customers, the Philippines 2,220, and Turkey 1,498 show notable customer bases that could be nurtured for future growth.

  • Indonesia has 1,353 customers, indicating an opportunity for strategic marketing to boost engagement.

Conclusions and Recommendations:

Conclusions:

  • The most popular genres are sports, animation, and action.

  • Low performers need reevaluation: titles like Duffel Apocalypse and the thriller genre are underperforming.

  • The key markets are India, China, and the United States, while Russia, the Philippines, and Turkey present growth opportunities.

  • Most genres have an average rental duration of 4.5 days, while Thrillers are notable for their longer viewing times.

Recommendations:

  • Focus the launch of the online rental store on markets with a robust and loyal customer base, such as India, China, and the United States.

  • Invest in Popular Genres: To maximize engagement and revenue, prioritize sports, animation, and action for targeted promotions.

  • Review Low-Performing Content: Reevaluate or replace underperforming genres and titles, such as Thriller, to better align with audience preferences.

  • Offer tailored content and recommendations to boost customer satisfaction and retention in top markets.

  • Gradually implement marketing and engagement strategies in promising markets such as Russia, the Philippines, and Turkey to achieve long-term growth.

What’s next:

  • Increase the selection and targeted promotions of Sports, Animation, and Action movies to maintain high engagement and attract more customers.

  • Focus on tailored campaigns in India, China, and the United States to strengthen customer loyalty and maximize the online launch's success.

  • Launch customer feedback initiatives to gather insights on content preferences and platform experience, using this data to refine movie offerings and platform features.

Dataset

The project utilized data provided by Career Foundry, which included tables containing information on film inventory, customers, and payments.

Source

The source was provided to us in a zipped package for our use