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APINYA BOONLAKSAKUL
MARKET-DRIVEN
STRATEGY DEVELOPMENT
Objective
Due to stiff competition from streaming services such as Netflix and Amazon Prime, the management team is planning to use its existing movie licenses to launch an online video rental service in order to stay competitive. This analysis uncovers valuable insights into customer film consumption behavior, popular movies, regional sales demographics, and more.
Period
August 2023
Data
Rockbuster data set, the relational database contains 16 tables, encompassing entities such as customer, film, rental, payment, inventory, etc. Entity Relationship Diagram (ERD) and description can be found in the data dictionary.
Skills
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Relational database
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Database querying in SQL
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Data cleaning
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Data filtering
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Joining tables
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Subqueries
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Descriptive statistics in SQL
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Common Table Expressions (CTEs)
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Visualization of SQL results
Tools
Language: PostgreSQL
Application: pgAdmin
DbVisualizer
Tableau
Excel
PowerPoint
Data Overview
Key Business Queries and Responses
Which movies contributed the most/least to revenue gain?
Key Insights​
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No specific genres stand out among the top and bottom 10 films.
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42 films haven’t generated any revenue.
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The rental rate has no impact on the revenue.
Revenue by Genre
Key insights​
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Apart from the thriller genre, all genres generate similar revenue ranges.
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More films lead to higher revenues.
What was the average rental duration for all videos?
Key insights
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The average rental duration is 5 days.
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70% of top 10 films has average rental duration 3 days.
Recommendations
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Consider to acquire other languages.
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Prioritize acquiring additional films within the sports, sci-fi, and animation genres.
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Apply a higher rental rate upon discovering trending new films.
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Allocate marketing resources to the top 5 countries: India, China, USA, Japan, and Mexico.
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