The company X Education, which offers consumers online education services, is represented in the dataset used in this project. Lead generation analytics is essential for businesses to analyze and monitor the Lead generation funnel as the ED-tech market is growing daily. It provides the sales and marketing teams with practical information that enable them to take calculated risks when investing in brand development and advertising. The plan involves cleansing and analyzing the dataset to understand the factors affecting customer retention. Through exploratory data analysis and segmentation, key drivers influencing conversion rates, such as website engagement and lead origin, will be identified.

We intend to discover KPIs and conduct sales analyses using the data in the Dataset. With these actionable insights, we will be able to develop strategies for improved customer interaction and the expansion of the sales pipeline.