TITLE: Business Case Study – TARGET SQL

Descrip�on: Target is a well-known brand on a global scale and a

significant retailer in the US. By providing unmatched value, crea�vity,
innova�on, and an extraordinary customer experience that no other
retailer can match, Target establishes itself as a preferred shopping
des�na�on.

The opera�ons of Target in Brazil are the subject of this business case,
which offers analy�cal data on 100,000 orders placed between 2016 and
2018. The dataset provides a detailed look at several variables, such as
order status, pricing, payment and freight performance, customer
geography, product features, and customer reviews.

This large dataset can be analyzed to reveal important informa�on on

Target's Brazilian opera�ons. The data can provide insight into several
business-related topics, including order fulfilment, pricing tac�cs, the
effec�veness of payments and shipping, client demographics, product
features, and customer sa�sfac�on levels.

#Q1: Import the dataset and do usual exploratory analysis

steps like checking the structure & characteristics of the
dataset:

--1. Data type of all columns in the "customers" table.

Answer Query:

SELECT COLUMN_NAME, DATA_TYPE

FROM `casestudy-112.target.INFORMATION_SCHEMA.COLUMNS`
WHERE TABLE_NAME = 'customers';
Output screenshot:

Insights:
1. All columns in this example are saved as strings (VARCHAR),
except customer_zip_code_prefix which is integer. This
implies that the data might mostly be textual in nature,
and that any values relating to dates or numbers are
probably saved as strings.

--2. Get the time range between which the orders were placed.
Answer Query:

WITH cte AS
(SELECT *,
EXTRACT (DATE FROM order_purchase_timestamp) AS order_date
FROM `casestudy-112.target.orders`
)

SELECT
DATE_DIFF(MAX(order_date), MIN(order_date), year) AS
range_in_years,
DATE_DIFF(MAX(order_date), MIN(order_date), month) AS
range_in_month,
DATE_DIFF(MAX(order_date), MIN(order_date), day) AS
range_in_days
FROM cte;
Output screenshot:

Insights:
1. The orders in this case were placed between 2 years, 25
months, or 773 days.
2. To analyze trends, seasonality, and overall order patterns
over a certain time, it can be helpful to know the time
range of the orders.

--3. Count the number of Cities and States in our dataset.

Answer Query:

SELECT COUNT(DISTINCT geolocation_city) AS number_of_cities,

COUNT(DISTINCT geolocation_state) AS number_of_states
FROM `casestudy-112.target.geolocation`;

Output screenshot:
Insights:
1. The dataset in this example has 27 distinct states and 8011
distinct cities. These figures can aid in our comprehension
of the geographic distribution of our clientele or the
scope of our dataset.
2. Analyzing the distribution of cities and states might
reveal information about the diversity or concentration of
our clientele in various geographic areas. It might be
helpful for regional analysis, figuring out hotspots, or
figuring out how far our company has spread across the
nation or the globe.

#Q2: In-depth Exploration:

--1. Is there a growing trend in the no. of orders placed over

the past years?

Answer Query:

SELECT EXTRACT(YEAR FROM order_purchase_timestamp) AS year,

COUNT(*) AS number_of_years
FROM `casestudy-112.target.orders`
GROUP BY year
ORDER BY year;

Output screenshot:
Insights:
1. There has been an upward trend in the number of orders over
the past few years after examining the results. A favorable
trend can be seen if the order number regularly rises year
over year. If there are variations or a negative tendency,
however, it points to a different pattern.

--2. Can we see some kind of monthly seasonality in terms of the

no. of orders being placed?

Answer Query:

WITH cte AS
(
SELECT
*,
EXTRACT ( DATE FROM order_purchase_timestamp) AS order_date,
EXTRACT ( YEAR FROM order_purchase_timestamp) AS order_year,
EXTRACT ( MONTH FROM order_purchase_timestamp) AS order_month,
FROM `casestudy-112.target.orders`
)
SELECT
order_month,
order_year,
COUNT(order_id) AS total_orders
FROM cte
GROUP BY
order_month,
order_year
ORDER BY
order_year,
order_month
Output screenshot:

Insights:
1. We see a seasonal trend for Nov 2017 where there was Black
Friday and there is a huge increase in the orders placed.
2. There is also a growth trend in Jan 2017 and Jan 2018 where
New Years is experienced, and people may have preordered
for the Carnival in Feb
3. There is also an increase in orders in Q1 of 2018 during
which FIFA World Cup was scheduled.
4. Understanding monthly seasonality can help with operational
planning, marketing tactics, and consumer behavior. It can
aid in better planning of promotional activities, inventory
management optimization, and peak period identification and
resource allocation.

--3. During what time of the day, do the Brazilian customers

mostly place their orders? (Dawn, Morning, Afternoon or Night)
-- 0-6 hrs : Dawn
-- 7-12 hrs : Mornings
-- 13-18 hrs : Afternoon
-- 19-23 hrs : Night
Answer Query:

SELECT
CASE
WHEN EXTRACT(HOUR FROM order_purchase_timestamp) BETWEEN 0
AND 6 THEN 'Dawn'
WHEN EXTRACT(HOUR FROM order_purchase_timestamp) BETWEEN 7
AND 12 THEN 'Morning'
WHEN EXTRACT(HOUR FROM order_purchase_timestamp) BETWEEN 13
AND 18 THEN 'Afternoon'
WHEN EXTRACT(HOUR FROM order_purchase_timestamp) BETWEEN 19
AND 23 THEN 'Night'
END AS order_time_interval,
COUNT(*) AS order_count
FROM `casestudy-112.target.orders`
GROUP BY order_time_interval
ORDER BY order_count DESC;

Output screenshot:

Insights:
1. Based on the hour component of the timestamp, the query
divides the order timestamps into various time groups
(Dawn, Morning, Afternoon, Night). The results are then
sorted based on how many orders fell inside each time
frame.
 2. We can ascertain the time of day when Brazilian clients
often place their orders by analyzing the data. We will
learn more about their ordering habits and preferences. For
instance, we discover that Brazilian clients frequently
order more in the afternoons, indicating that this is a
period when people want to shop online. By scheduling
customer assistance personnel or launching focused
marketing efforts during the busiest ordering periods, for
example, we may operate more efficient operations with the
aid of this information. Also, customers are buying least
during dawn.

#Q3. Evolution of E-commerce orders in the Brazil region:

--1. Get the month-on-month no. of orders placed in each state.

Answer Query:

SELECT EXTRACT(MONTH FROM o.order_purchase_timestamp) AS

order_month, c.customer_state, COUNT(*) AS number_of_order
FROM `casestudy-112.target.orders` AS o
JOIN `casestudy-112.target.customers` AS c
ON o.customer_id = c.customer_id
GROUP BY order_month, c.customer_state
ORDER BY order_month, c.customer_state;
Output screenshot:

Insights:
1. We can learn more about the monthly order count for each
state by examining the query's results. Over time, we can
spot trends, patterns, or seasonality in the order volume
for various states. We can use it to determine which states
have consistently high order volumes and to pinpoint any
months or states where order counts have significantly
changed. Here in our data, we can find that for every month
the state called SP has the highest number of orders.
2. We can target marketing efforts in states with rising order
volumes, spot potential operational issues in states with
falling order volumes or optimize inventory management
based on order trends across different states by analyzing
these insights.

-- 2. How are the customers distributed across all the states?

Answer Query:

SELECT customer_state, COUNT(DISTINCT customer_id) AS

total_custmers
FROM `casestudy-112.target.customers`
GROUP BY customer_state
ORDER BY total_custmers DESC;
Output screenshot:

Insights:
1. The distribution of clients across states will be shown by
analyzing the query's results. Which states have the most
customers and which states have comparatively fewer
consumers can be determined. Here the state called SP has
the highest clients and the state called RR has the fewest
clients. There are several uses for this information,
including: Market targeting, Expansion opportunities and
Customer service.
2. We can learn more about the geographic distribution of our
client base, spot prospective growth areas, and make wise
decisions to optimize our company strategy by looking at
the customer distribution between states.

#Q4: Impact on Economy: Analyze the money movement by e-

commerce by looking at order prices, freight, and others.

--1. Get the % increase in the cost of orders from year 2017 to
2018 (include months between Jan to Aug only). You can use the
"payment_value" column in the payments table to get the cost of
orders.
Answer Query:

SELECT
ROUND((((total_payment_2018 - total_payment_2017) /
total_payment_2017) * 100), 2) AS percentage_increase
FROM (
SELECT
SUM(CASE
WHEN EXTRACT(YEAR FROM o.order_purchase_timestamp) = 2017
AND EXTRACT(MONTH FROM o.order_purchase_timestamp) BETWEEN 1 AND
8 THEN p.payment_value
ELSE 0
END) AS total_payment_2017,
SUM(CASE
WHEN EXTRACT(YEAR FROM o.order_purchase_timestamp) = 2018
AND EXTRACT(MONTH FROM o.order_purchase_timestamp) BETWEEN 1 AND
8 THEN p.payment_value
ELSE 0
END) AS total_payment_2018
FROM
`casestudy-112.target.payments` AS p
JOIN
`casestudy-112.target.orders` AS o
ON
p.order_id = o.order_id
);
Output screenshot:

Insights:
1. For both 2017 and 2018, only orders placed from January to
August are considered.
2. To get the % increase, the query analyses the monthly
prices between 2017 and 2018.
3. The findings tell us a growth rate of approximately 137%
from 2017 to 2018.

--2. Calculate the Total & Average value of order price for each
state.

Answer Query:

SELECT customer_state,
ROUND(SUM(p.payment_value),2) AS total_order_price,
ROUND(AVG(p.payment_value),2) AS average_order_price
FROM `casestudy-112.target.payments` AS p
JOIN `casestudy-112.target.orders` AS o
ON p.order_id = o.order_id
JOIN `casestudy-112.target.customers` AS c
ON o.customer_id = c.customer_id
GROUP BY customer_state
ORDER BY total_order_price DESC;
Output screenshot:

Insights:
1. The sum of all order prices for each state is displayed in
the "total_order_price" column, which represents the total
amount of orders placed.
2. The "average_order_price" column shows the normal order
value for each state together with the average order price
for that state.
3. We can find states with large total order values, which
point to potentially profitable marketplaces, by analyzing
the results.
4. To develop focused marketing or pricing strategies, it can
be helpful to compare the average order prices across
states to find areas with higher or lower average spending.
5. To obtain more understanding and make wise judgements based
on the data, it's critical to consider the context of each
state, such as population, economic variables, or customer
behavior.
--3. Calculate the Total & Average value of order freight for
each state.

Answer Query:

SELECT
customer_state AS state,
ROUND(SUM(oi.freight_value),2) AS total_freight,
ROUND(AVG(oi.freight_value),2) AS average_freight
FROM `casestudy-112.target.orders` AS o
JOIN `casestudy-112.target.order_items` AS oi
ON o.order_id = oi.order_id
JOIN `casestudy-112.target.customers` AS c
ON c.customer_id = o.customer_id
GROUP BY state
ORDER BY total_freight DESC;

Output screenshot:

Insights:
1. We can find states with high total freight costs, here in
our case a state called SP, by analyzing the results, which
could point to regions with higher shipping prices or
logistical difficulties.
 2. When optimizing logistics operations or pricing strategies,
it might be helpful to discover regions with higher or
lower average shipping prices by comparing the average
order freight costs across states.
3. Understanding the differences in order freight rates
between states can offer information about local shipping
habits, supplier locations, or client preferences that can
be used to optimize processes and cut costs.

#Q5. Analysis based on sales, freight, and delivery time.

--1. Find the no. of days taken to deliver each order from the
order’s purchase date as delivery time. Also, calculate the
difference (in days) between the estimated & actual delivery
date of an order. Do this in a single query. You can calculate
the delivery time and the difference between the estimated &
actual delivery date using the given formula: time_to_deliver =
order_delivered_customer_date - order_purchase_timestamp
diff_estimated_delivery = order_estimated_delivery_date -
order_delivered_customer_date

Answer Query:
SELECT
order_id,
DATE_DIFF(DATE(order_delivered_customer_date),
DATE(order_purchase_timestamp), DAY) AS delivery_time,
DATE_DIFF(DATE(order_estimated_delivery_date),
DATE(order_delivered_customer_date), DAY) AS
diff_estimated_delivery
FROM
`casestudy-112.target.orders`;
Output screenshot:

Insights:
1. Insights into the effectiveness of the delivery process,
including any delays or early deliveries compared to the
projected timeframe, can be gained by analyzing the
delivery_time and diff_estimated_delivery columns.
2. These columns can be further examined to find trends,
outliers, or elements that affect delivery times or
discrepancies between estimated and actual delivery dates.
3. These insights can be applied to manage customer
expectations, enhance customer satisfaction, optimize the
delivery process, and improve logistics operations.

--2. Find out the top 5 states with the highest & lowest average
freight value.

Answer Query:

SELECT
high.customer_state AS high_state,
high.average_freight_value AS high_avg_freight,
low.customer_state AS low_state,
 low.average_freight_value AS low_avg_freight
FROM
(
SELECT
c.customer_state,
ROUND(AVG(p.freight_value),2) AS average_freight_value,
ROW_NUMBER() OVER(ORDER BY
(ROUND(AVG(p.freight_value),2))DESC) AS rowval1
FROM `casestudy-112.target.orders` AS o
JOIN `casestudy-112.target.order_items` AS p
ON o.order_id = p.order_id
JOIN `casestudy-112.target.customers` AS c
ON o.customer_id = c.customer_id
GROUP BY
c.customer_state
ORDER BY
average_freight_value DESC
LIMIT
5
) AS high
JOIN
(
SELECT
c.customer_state,
ROUND(AVG(p.freight_value),2) AS average_freight_value,
ROW_NUMBER() OVER(ORDER BY (ROUND(AVG(p.freight_value),2)))
AS rowval2
FROM `casestudy-112.target.orders` AS o
JOIN `casestudy-112.target.order_items` AS p
ON o.order_id = p.order_id
JOIN `casestudy-112.target.customers` AS c
ON o.customer_id = c.customer_id
GROUP BY
c.customer_state
ORDER BY
average_freight_value
LIMIT
5
) AS low
ON high.rowval1 = low.rowval2;
Output screenshot:

Insights:
1. The states with the highest average freight values like
states called RR and PB may experience greater shipping
prices due to reasons like remote locations, higher
transportation costs, or supply chain difficulties.
2. It might be useful for our company to try to optimize
logistics operations or save costs to locate places with
relatively reduced shipping prices by looking at the states
with the lowest average freight values like states such as
SP and PR.
3. This data can help us develop focused initiatives, bargain
freight costs, or spot possible opportunities to reduce
costs in our supply chain operations.
4. When assessing the data and drawing conclusions from these
insights, it is crucial to consider additional elements
like distance, transportation infrastructure, carrier
availability, or regional economic variations.
--3. Find out the top 5 states with the highest & lowest average
delivery time.

Answer Query:

WITH cte AS
(
SELECT
c.customer_state,
ROUND(AVG(t1.delivery_time),2) AS avg_delivery_time
FROM
(
SELECT
*,
TIMESTAMP_DIFF(order_delivered_customer_date,
order_purchase_timestamp, day) AS delivery_time,
FROM
`casestudy-112.target.orders`
WHERE
order_status = 'delivered' AND
order_delivered_customer_date IS NOT NULL
ORDER BY
order_purchase_timestamp
) AS t1
JOIN
`casestudy-112.target.customers` AS c
ON t1.customer_id = c.customer_id
GROUP BY
c.customer_state
ORDER BY
avg_delivery_time
)

SELECT
c1.customer_state AS low_state,
c1.avg_delivery_time AS low_avg_delivery_time,
 c2.customer_state AS high_state,
c2.avg_delivery_time AS high_avg_delivery_time
FROM
(
SELECT
*,
ROW_NUMBER() OVER (ORDER BY cte.avg_delivery_time DESC) AS
rowval2
FROM
cte
ORDER BY
rowval2
) AS c2
JOIN
(
SELECT
*,
ROW_NUMBER() OVER (ORDER BY cte.avg_delivery_time) AS
rowval1
FROM
cte
ORDER BY
rowval1
) AS c1
ON
c1.rowval1 = c2.rowval2
LIMIT
5;
Output screenshot:

Insights:
1. Finding areas with effective delivery operations, quicker
transit times, or solid logistics networks can be done by
looking at the states like SP and PR with the lowest
average delivery times and states called RR and AP with
highest average delivery times.
2. These insights can be helpful for our company looking to
improve customer satisfaction, operational efficiency,
delivery process optimization, and setting reasonable
expectations for customers based on regional delivery time
patterns.
3. When evaluating the data and drawing conclusions from these
insights, it's crucial to take additional elements into
account, such as population density, the distinction
between urban and rural locations, customer expectations,
or unique logistical restrictions.
4. Utilizing this information, our company can concentrate on
areas where delivery efficiency improvements can be made,
thereby improving customer experiences and operational
efficiencies.

--4. Find out the top 5 states where the order delivery is
really fast as compared to the estimated date of delivery. You
can use the difference between the averages of actual &
estimated delivery date to figure out how fast the delivery was
for each state.

Answer Query:

WITH delivery_speed AS (
SELECT
c.customer_state,
AVG(DATE_DIFF(o.order_delivered_customer_date,
o.order_estimated_delivery_date, DAY)) AS avg_delivery_speed,
ROW_NUMBER() OVER (ORDER BY
AVG(DATE_DIFF(o.order_delivered_customer_date,
o.order_estimated_delivery_date, DAY))) AS rank_fastest
FROM `casestudy-112.target.orders` AS o
JOIN `casestudy-112.target.customers` AS c
ON o.customer_id = c.customer_id
WHERE o.order_delivered_customer_date IS NOT NULL AND
o.order_estimated_delivery_date IS NOT NULL
GROUP BY c.customer_state
)
SELECT customer_state, avg_delivery_speed
FROM delivery_speed
WHERE rank_fastest <= 5
ORDER BY avg_delivery_speed;

Output screenshot:
Insights:
1. Our company operating in these states called AC, RO, AP,
and AM where average delivery speed is highest can take
advantage of the quicker delivery times by highlighting
their rapid and dependable service, thereby drawing more
clients, and boosting client satisfaction.
2. These data can help us improve our operations, enhance
customer experience, optimize logistics, or look for
expansion prospects in areas with a track record of quick
order delivery.

#Q6: Analysis based on the payments:

--1. Find the month-on-month no. of orders placed using

different payment types.

Answer Query:

SELECT
FORMAT_TIMESTAMP('%Y-%m', o.order_purchase_timestamp) AS
month,
p.payment_type,
COUNT(DISTINCT o.order_id) AS order_count
FROM `casestudy-112.target.orders` AS o
JOIN `casestudy-112.target.payments` AS p
ON o.order_id = p.order_id
GROUP BY month, p.payment_type
ORDER BY month;
Output screenshot:

Insights:
1. We identify that credit card as a payment method was most
used in November 2017.
2. To analyze seasonality, identify peak months, or evaluate
the effects of marketing efforts or outside variables on
consumer behavior, tracking the month-to-month trends in
order counts can be helpful.
3. Based on the payment preferences noticed during various
months, these insights might help firms optimize their
payment procedures, customize marketing campaigns, or
enhance customer experiences.

--2. Find the no. of orders placed on the basis of the payment
installments that have been paid.

Answer Query:

SELECT payment_installments, COUNT(DISTINCT order_id) AS

order_count
FROM `casestudy-112.target.payments`
GROUP BY payment_installments
ORDER BY payment_installments;

Output screenshot:

Insights:
1. 49060 orders were placed where payment installment was 1.
2. This analysis can help determine whether payment
installment alternatives are popular or preferred by
clients.
3. Customers' preferences for budgeting or financing may be
discerned by whether they tend to select a particular
number of payment installments.
4. Monitoring the distribution of orders according to payment
installments might reveal information about the buying
habits of clients and their preference for flexible payment
methods.

#Q7: Analysis customer satisfaction: (my own question)

-- 1. Calculate the average review score for each state.

Answer Query:

SELECT c.customer_state, AVG(r.review_score) AS

average_review_score
FROM `casestudy-112.target.order_reviews` AS r
JOIN `casestudy-112.target.orders` AS o
ON r.order_id = o.order_id
JOIN `casestudy-112.target.customers` AS c
ON o.customer_id = c.customer_id
GROUP BY c.customer_state
ORDER BY average_review_score DESC;

Output screenshot:

Insights:
1. The average review score for each state gives a general
idea of how satisfied customers are in various areas.

-- 2. Identify the top 5 states with the highest average review

scores.

Answer Query:

SELECT c.customer_state, AVG(r.review_score) AS

average_review_score
FROM `casestudy-112.target.order_reviews` AS r
JOIN `casestudy-112.target.orders` AS o
ON r.order_id = o.order_id
JOIN `casestudy-112.target.customers` AS c
ON o.customer_id = c.customer_id
GROUP BY c.customer_state
ORDER BY average_review_score DESC
LIMIT 5;

Output screenshot:

Insights:
1. Customers have shown greater levels of satisfaction in the
top 5 states with the highest average review scores.
2. Our company may concentrate on enhancing the client
experience and resolving any issues by using these insights
to pinpoint areas where customer satisfaction is high or
low.

#Q8: Analysis on product popularity: (my own question)

--1. Calculate the total number of products sold for each

product category.

Answer Query:

SELECT
p.product_category,
COUNT(*) AS total_products_sold
FROM `casestudy-112.target.order_items` AS oi
JOIN `casestudy-112.target.products` AS p
ON oi.product_id = p.product_id
GROUP BY p.product_category
ORDER BY total_products_sold DESC
LIMIT 10;

Output screenshot:

Insights:
1. The popularity of various product categories can be
determined by calculating the total number of products sold
for each product category.
2. The analysis aids in identifying the product categories
with larger sales volume, a sign of consumer preference.

--2. Analyze the correlation between the number of product

photos and product sales.

Answer Query:

SELECT p.product_photos_qty, COUNT(*) AS total_products_sold

FROM `casestudy-112.target.products` AS p
JOIN `casestudy-112.target.order_items` AS oi
ON p.product_id = oi.product_id
GROUP BY p.product_photos_qty
ORDER BY p.product_photos_qty;
Output screenshot:

Insights:
1. Our company can ascertain the influence of visual material
on customers' purchase selections by comprehending the
relationship between the quantity of product photographs
and product sales.
2. By concentrating on top-performing product categories and
improving the visual presentation of products with more
images, this information can be used to optimize product
listings.