Rockbuster Stealth Analysis
Project Overview
Rockbuster Stealth LLC
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.
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As a new hire for Rockbuster Stealth's business intelligence (BI) department, it's my job as a data analyst to help introduce a new business strategy for the new online video service.
Key Questions
The Rockbuster Stealth Management Board asked our team a series of business questions and expects data-driven answers that they can use for integrating the new online video service focus
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Which movies contributed the most and least amount of revenue gain?​
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Which countries are Rockbuster customers based in?
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Where are customers with high lifetime value based?
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Do sales figures vary between geographic regions?
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What was the average rental duration for all videos?
DATA
TOOLS
SKILLS
This dataset is owned by Rockbuster, and consists of 14 different data tables consolidated into one Relational Database Management System (RDBMS). For this project, all tables are stored and queried on PostgreSQL (pgAdmin). Below is the data dictionary for all the tables that are linked to the dataset:
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SQL (PostgreSQL)
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DbVisualizer
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Tableau
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PowerPoint​
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Relational databases
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SQL Querying
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Filtering
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Aggregating
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Summarize and clean in SQL
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Database querying
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Table joins
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Subqueries
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Common Table Expressions (CTEs)
The Process
Data Access
The first step in this project was using the RDBMS, PostgreSQL, to connect to the the Rockbuster Stealth movie database library (database segment shown above). This database consisted of 14 tables (actors, customers, rentals, inventory, payments, and more). I created a data dictionary with all the descriptions of the tables, for information regarding connections.
Database Querying & EDA
Once the connections in PostgreSQL were established, I was then able to create complex queries (CTEs, subqueries, etc.) to answer questions for the Rockbuster management board. I used SQL to do exploratory data analysis to find statistics on movie rentals (rental length, average cost, movie durations). All these ad-hoc reports were created for later use and extraction.
SQL Extract to Tableau
Once all the views and tables were queried in PostgreSQL, each report was extracted separately and consolidated into one extraction through Tableau. Each business related query was now able to turn into a visualization in Tableau, before building out the final presentation for the Rockbuster. One example is the top selling genres, shown above.
Data Storytelling
After building all the views in Tableau, the final piece was to create a final PowerPoint presentation outlining all the business questions and recommend a new growth strategy for the online movie streaming pivot. Below are the final recommendations for Rockbuster to establish their new market position based on my end-to-end analysis of the Rockbuster Stealth movie database.
Conclusion
The final recommendations for Rockbuster center around 3 key areas: Where Rockbuster's majority customer base is located, which types of titles should Rockbuster consider getting rights to in the future, and potential for a loyalty program based on Rockbuster's long standing patrons.
Geography
India, China, and the US lead the way in terms of strongest lifetime customer base. These 3 countries should be the primary focus for all future campaigns and planning for new releases and promotions. Overall, 7 out of the 10 most profitable countries are Asian, which means Rockbuster should concentrate most of it's marketing efforts in Asia.
Titles
From a global perspective, the Sports, Animation, and Action genres produce the most profit for movie rentals, specifically the movies that are rated PG-13 as well. As Rockbuster transitions into the streaming realm and continues to grow it's vast library of titles, it's highly recommend to focus on acquiring rights to films from these 3 genres and PG-13 ratings.
Loyalty Program
To hold on to its current loyal customer base, Rockbuster should reward its most loyal patrons with a loyalty program, while transitioning into streaming. The customers with the most amount of movie rentals, rental durations, and money spent with Rockbuster, should receive a discounted monthly and yearly subscription to the new streaming program. The top 50 loyal members can be outlined in a monthly newsletter/email to promote a healthy "cinephile" competition.
