PROJECT 11Intermediate
Cross-sell and Upsell Opportunities
Business scenario
Orion Retail sells Basic, Plus and Pro variants of every product family. Commercial wants to grow revenue per customer through cross-category purchases and variant upgrades.
Problem statement
Quantify current cross-category behaviour and variant upgrade paths, and size the opportunity.
Learning objectives
- Measure category penetration and multi-category customers
- Detect upgrade sequences (Basic → Plus/Pro)
- Estimate incremental revenue under explicit assumptions
Instructions
Cross-sell = a customer buying from an additional category. Upsell = a later purchase of a higher variant in the same subcategory. Use completed orders.
Tasks
- Distribution of number of categories per customer.
- Category pair co-purchase at customer level.
- Upgrade paths per subcategory with LAG over purchase sequence.
- Opportunity sizing: if X% of single-category customers add one category at observed average spend.
- Recommend 3 targeted campaigns.
Deliverables
- SQL/Python
- Opportunity sizing table
- Campaign recommendations
Evaluation rubric
| Criterion | Weight | Excellent | Proficient | Developing | Insufficient |
|---|---|---|---|---|---|
| Data preparation & validation | 20% | Correct filters and grain; validation checks documented and totals reconciled. | Correct and complete with minor gaps in rigour or presentation. | Partly correct; important steps missing, unvalidated or unclear. | Missing, incorrect, or not supported by the data. |
| Behaviour analysis | 25% | Correct penetration, pairs and upgrade detection. | Correct and complete with minor gaps in rigour or presentation. | Partly correct; important steps missing, unvalidated or unclear. | Missing, incorrect, or not supported by the data. |
| Opportunity sizing | 15% | Assumptions explicit, arithmetic correct. | Correct and complete with minor gaps in rigour or presentation. | Partly correct; important steps missing, unvalidated or unclear. | Missing, incorrect, or not supported by the data. |
| Interpretation & recommendations | 25% | Clear, quantified conclusions tied to the business question, with limitations stated. | Correct and complete with minor gaps in rigour or presentation. | Partly correct; important steps missing, unvalidated or unclear. | Missing, incorrect, or not supported by the data. |
| Presentation | 15% | Concise, well-labelled outputs a manager can act on without explanation. | Correct and complete with minor gaps in rigour or presentation. | Partly correct; important steps missing, unvalidated or unclear. | Missing, incorrect, or not supported by the data. |