This article is for educational purposes only. The dataset has been modified for this purpose.
The other day I was without a car at my new apartment. Haven't been grocery shopping yet so no food in the fridge or cupboards. I was starving from moving and exhausted. DoorDash delivery to the rescue. Bring on the yummy Raising Cane's chicken fingers. It got me wondering how many people are using DoorDash. I wondered about their ages, income and what months are people ordering from DoorDash the most.
With the help of a dataset I found online, I was able to learn more about sales and demographics of iFood a company which has the same business model as DoorDash.
So with the help of Excel I imported the 2,000 row data set and learned
$1.24 Million was spent on DoorDash in 2018
67% of the difference in spending is due to income levels
Growth throughout the year was mostly constant at 183 new customers with November and December being the low & January being the high
Let's Start with the Data
This dataset was given as a data analyst use case for an interview.
Here is the link to find it: Marketing Analytics (kaggle.com). The dataset is actually from iFood but very similar company to DoorDash.
Here are the important columns:
Income, MntTotal (Amount Spent), Age (Age of Customer), Customer_Days (#Days of being a customer)
Here is what a row represents: Metadata about a customer
When the data occured: 2014-2016
Why do some people spend more?
The visual below shows that in general the greater the income the more money spent. I seems to be a very linear relationship. I was able to plot a line that shows an R(squared) value of 0.67. Meaning, the scatterplot shows approximately 70% of the variance of total spent can be explained by income. Which means that with almost 70% accuracy I can predict how much will be spent on delivery based on income.
To recap, I learned that people love DoorDash and companies similar to it. They love it so much that $1.24 Million was spent in 2018.
Thanks for reading this. If you have questions feel free to leave a comment below, reach out to me at pcrosswait@patticrosswait.com or connect with me on LinkedIn Patricia Crosswait.
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