Click, Open & Eat !!! DoorDash Analytics

What could be the possible future of Doordash?

If I have to think big for DoorDash in the coming century, food delivery will soon be available continentally and in space. NASA is planning to send astronauts to the moon again, and Doordash will probably start planning ahead for their food delivery. It was a beautiful, imaginative trip to the future, and I still couldn't agree without food delivery apps. They are as important as public transport, it is no longer a convenience product but a necessity.

No Kitchen, only DoorDash for two months

Let me tell you my story this year, 2022; there was a flood incident in my condo during the month of Feb 2022. My wife and I had to step out of our home for a span of 2 months. We were hotel hopping every other week during the ruthless snow in Canada. We were both working from home, so I had to rephrase it as working from a hotel for the entire period.

Without a kitchen for 2 months straight and relying only on outside food. We completely rely on food delivery apps like Door Dash. Analysis of this Doordash delivery was always on my mind with that experience, as I am always curious about insights from data.

Interestingly, last week Avery Smith introduced us to a dataset on ifood (a Brazilian DoorDash) and asked us to analyze it as part of the Data Analytics Accelerator program. The only condition was to do this analysis using Excel.

Questions that I can think of asking Doordash data

1. How many customers bought due to campaign 6?
2. How much did the top person spend?
3. How many customers were there (still for campaign 6)?
4. How old is the oldest customer?
5. What is the average amount spent by each customer in the segment?
6. What's the total amount spent by customers?
7. Who is the most recently acquired customer?

Excel to the rescue: Tools that I used to answer the questions

I recently switched from Windows to Mac OS, there are a few challenges using excel on MacOS. Even though I have been using excel for two decades, there is always something new to learn. I believe the tools below will follow the Pareto principle (80-20, which means 80 % of problems can be solved by 20 % of the tools that are listed below.

1. Creating Columns and using the fast-fill tool
2. Data Filtering
3. Data Sorting
4. Aggregations - min, max, sum, count
5. Formulas - Percentage
6. Graphs - Histogram and Scatter plot using regression
7. Pivot tables
8. Advanced Formulas (IF, SUMIF, COUNTIF, texts, dates, etc)
9. VLOOKUP

Lesson LearntNote: If data crosses more than 500k rows, excel starts to slow down.

A quick snapshot of the analysis

Diving deep into the data for more insights

The dashboard doesn't always answer all the questions, a few are left out intentionally. The Data was not clean and needed some pre-processing to answer our questions. Following are insights with the help of excel function

1. Campaign 6 in the data set has been the most effective, with 333 participants. Also, an interesting observation was that Campaign 2 was the least successful. All the campaigns could attract a maximum of 45 % of the total customers
2. Based on the data, the oldest customer is 2014-12-18. I found that the highest single order was $ 2491.00, I hope the delivery person must have gotten a decent tip
3. The scatter plot you observed above has R-Squared, which is called as the coefficient of determination or even sometimes referred to as the goodness of fit. We can interpret the R-Squared 0.67 as 67 % of the variability observed in the total spent can be explained by Income. Similarly, there is no relationship or poor relationship between Gold Vs Wine with R_Squared being 0.15 (the usual norm 0 to 0.2 can be ignored)

What recommendations can I think of based on the data exploration?

Higher-level management would like to make rational decisions based on data analysis. I believe the following is a set of recommendations that can help

1. Campaign 6 should be a benchmark for future campaigns, the marketing team should keep improving on top of it or repeating it.
2. Working moms with kids is a huge market, and discounts and marketing campaigns can focus on them.
3. Discounts or promotions can be introduced in Q4, as there is a decrease in user enrollment

Hope you enjoyed reading the article, I would love to hear from you! Feel free to reach out to me on LinkedIn or leave a comment below or reach me at ramrallabandi.link

I will be back with many more articles for you,

Thank you,

- Ram Rallabandi