Customer Behavior Analysis & Insights is a data analytics capstone project that explores how users interact with a website using Google Analytics data. The goal is to uncover patterns in user behavior, engagement, and conversion performance to support data-driven business decisions.
This project focuses on collecting, cleaning, analyzing, and visualizing customer interaction data to understand:
- Traffic sources and acquisition performance
- User engagement metrics (bounce rate, session duration)
- Behavior flow and session patterns
- Conversion trends and performance
By transforming raw analytics data into structured insights, it provides actionable recommendations to enhance user experience, optimize marketing efforts, and improve overall customer retention and conversions.
✔ Data cleaning and preprocessing
✔ Exploratory data analysis (EDA)
✔ Visualizations for key metrics
✔ Insights on user behavior and engagement
✔ Actionable business recommendations
- Google Analytics – Source of web behavior data
- Python (Pandas, NumPy, Matplotlib/Seaborn)
- Excel / Google Sheets (optional for data prep)
- Jupyter Notebook / Python scripts
- Data Collection – Export user interaction data from Google Analytics
- Data Cleaning – Filter, fix, and structure for analysis
- Exploratory Analysis – Visualize patterns and trends
- Insights Generation – Interpret results and identify opportunities
- Recommendations – Strategic suggestions for improvement
- Top traffic sources driving engagement
- Pages with highest and lowest engagement
- Bounce rate and session duration correlation
- Conversion performance and trends
This project demonstrates practical skills in analytics, business insight generation, and visualization techniques that are valuable for roles like:
Data Analyst | Digital Marketing Analyst | Business Analyst
For questions or collaboration, feel free to reach out!