Rockbuster Stealth Marketing Transition Analysis
Introduction
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Rockbuster Stealth LLC i s 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 i s planning to use i ts existing movie l icenses to
launch an online video rental service i n 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:
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Which countries are Rockbuster customers based in?
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Which movies contributed the most/least to revenue gain?
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Where are customers with a high lifetime value based?
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Do sales figures vary between geographic regions?
Data Source:
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Rockbuster internal records (films, rentals, customers, payments)
Cleaning and summarising data
Finding duplicates
Summarising data
Finding missing values
High value countries
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United States leads with the highest revenue (7,508.88) and the largest customer base (36 customers).
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Brazil ranks second (5,449.08) with 28 customers, reflecting strong spending levels.
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Netherlands, Belarus, and Runion 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
