Yan Zhang
Rockbuster Stealth Marketing Transition Analysis
Tools:
PostgreSQL
Python
Project Focus
Rockbuster Stealth LLC is a movie rental company that used to have stores around the world. Facing stiff competition from streaming services such as Netflix and Amazon Prime, the Rockbuster Stealth management team is planning to use its existing movie licenses to launch an online video rental service in order to stay competitive.
Objectives and key questions:
The Rockbuster Stealth Management Board has asked a series of business questions and they expect data-driven answers that they can use for their 2020 company strategy. Here are the main questions they’d l ike to answer:
Which countries are Rockbuster customers based in?
Which movies contributed the most/least to revenue gain?
Where are customers with a high lifetime value based?
Do sales figures vary between geographic regions?
Data Source
Rockbuster internal records (films, rentals, customers, payments)
Cleaning and summarising data
Finding duplicates
Finding missing values
Summarising data
High value countries
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United States leads with the highest revenue ($13,545) and the largest customer base (36 customers).
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India ranks second ($9,760) with 60 customers, reflecting strong spending levels.
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Netherlands, Belarus, and Russian each appear in the top rankings due to a single high-spending customer.
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The rankings emphasize individual top spenders rather than total customer volume.
Top 10 movie by revenue
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Telegraph Voyage (Music genre) generated the highest revenue at $215.75.The list includes a diverse range of genres, showing broad customer preferences.
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Comedy and Drama appear multiple times, indicating strong and consistent appeal.
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Revenue for the top 10 movies is closely grouped (between $168 and $215), reflecting competitive performance across titles.
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No single genre dominates, suggesting diversified revenue sources across movie categories.
Hign value customers
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Eleanor Hunt (Russian) is the highest spender with $211.55.
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Karl Seal (USA) follows closely with $208.58.
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Top customers come from multiple countries, reflecting a global customer base.
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Revenue among the top 10 ranges from $162 to $211, showing a strong group of high-value customers.
Recommendations
1. Focus on High-Value Markets
Prioritize marketing and customer engagement strategies in the United States and Brazil to capitalize on high spending and strong customer bases.
2. Target Niche High-Spenders
Develop tailored retention programs for individual high-value customers in countries with low customer volume but high spending power. Personalized offers, loyalty benefits, or exclusive content can increase long-term value.
3. Invest in Proven Genres
Allocate content investment toward Comedy and Drama due to consistent performance. Use Music and Documentary genres strategically to attract niche, high-spending audiences.
Deliverables
