Jumia Kenya Data Analysis Reveals Discounts Alone Do Not Drive Customer Engagement

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A data analyst built an interactive Excel dashboard using a scraped dataset of 112 products from Jumia Kenya, covering prices, discounts, ratings, and review counts. Before analysis could begin, significant data cleaning was required, including converting price strings to numbers, extracting numeric ratings from messy text fields, and handling invalid negative review counts. A key decision was to label the 49% of products with no reviews or ratings explicitly rather than discarding them, as their absence was itself a major finding. The completed dashboard, featuring pivot tables, slicers, and KPI cards, revealed near-zero correlations between discount levels and customer engagement. The analysis concluded that heavy discounting is not a substitute for product quality or visibility, with 90% of deeply discounted products showing low or no customer engagement.

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