Understanding customer segments, guide marketing & operational decisions, and ultimately support retention and growth.
This project explores customer patterns from a 2,000-row dataset sourced from Kaggle, representing customer demographic and financial behavior for Costco Wholesale in 2022. Using Excel only, the analysis uncovers how age groups, gender, profession, work experience, and family size contribute to annual income and spending behavior.
The goal is to translate raw data into meaningful insights that support business decisions such as customer segmentation, loyalty program design, product bundling, and targeted marketing.
- Feature Engineering: Created Age Groups, Spending Score Categories, WorkExperience2, and FamilySize2 using Excel IFS and CONCAT functions.
- Excel Techniques Used: Pivot tables, slicers, ranking functions, conditional formatting, and comparative tables.
- Business-Focused Insights: Identified high-income age groups, dominant professions, and lifestyle patterns across generations.
- No external tools used — the entire analysis was conducted using Excel to demonstrate strong fundamentals.
- Silent Generation leads with the highest total annual income.
- Millennials and Gen Z follow, driven by their high population count.
- Most generations have 2-member households, except:
- Gen Z: 3 members
- Silent: 4 members
Across all generations, the top income-driving professions remained:
- Artist
- Healthcare
- Entertainment
Females consistently represent 56%–65% of each age group, driving a significant portion of total income.
- Ability to perform full analytical workflows using only Excel
- Clear communication of insights for both technical and non-technical audiences
- Strong storytelling and data interpretation for business-oriented analysis
- Portfolio-ready structure for showcasing analytical depth
Read full article on Medium: Uncovering Customer Patterns at Costco Wholesale: An Excel-Driven Analysis of Demographics, Income & Spending
Oyibo Dorcas
Data Analyst | Excel | SQL | Tableau
Passionate about customer insights, business analytics, and data storytelling.