The project dives into transaction records of an online retail business to uncover hidden relationships between products. The overall goal is a data-driven approach to enhance the customer shopping experience, improve loyalty, boost profitability, tailor marketing strategies, and optimize inventory management via strategic business decisions.

In this project, we analyzed user generated content (UGC) from Edmunds to sketch consumers' perception of their car brands and the brand's competitors. We attempted to translate UGC to market structure and competitive landscape insights.