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February 8, 2021

FOCUS – Customer Profiling


FOCUS is interested in knowing which type of person purchases their bikes. Their challenge is they sell their bikes to dealerships; not direct to the customers. This is the reason we combined multiple sources in this project: information of the warranty form filled in by users, Google Analytics data, sales data, and demographic data.

In the dashboard they can filter a specific bike, model family or model year and see the distribution of customers or website visitors. In the dashboard we can change the source. If this happens, the visualizations will adapt and show the data of the selected data source. In this way we can have multiple visualizations in one graph.

The next step is to use this information in combination with general profiling data. By doing so, we can drill further down which customers are interested in the FOCUS brand.

  • Ellen Mik

    Data Scientist
  • Jesper Slik

    PhD Data Scientist