An analysis of 500 Megaline customers reveals the Ultimate plan generates more revenue and offers greater stability, making it the smarter investment for marketing efforts.
The Bottom Line: Focus on 'Ultimate'
Our analysis shows that while the 'Surf' plan has its moments, the 'Ultimate' plan is the consistent breadwinner.
This report will walk you through the "why" behind this conclusion and provide the data to back it up.
The Story in Three Parts
The 'Ultimate' plan brings in more money per user. It's a simple fact that forms the foundation of our story.
The 'Surf' plan is a wild card. Its revenue is unpredictable, relying on customers going over their limits. This makes it a riskier bet for steady income.
Location doesn't matter. We checked, and there's no significant revenue difference between users in the NY–NJ area and other regions. The story is the same everywhere.
Let's Break Down the "Why"
The following charts illustrate the key differences in user behavior and how they translate to revenue.
Ultimate's Revenue is Higher & More Consistent
The 'Ultimate' plan (in red) shows a clear and consistent lead in monthly revenue.
The 'Surf' plan's revenue is more erratic, with occasional spikes from overage charges.
Total Revenue: The Big Picture
When we look at the total revenue, the 'Ultimate' plan's contribution is significantly larger.
This reinforces the idea that 'Ultimate' is the more profitable plan overall.
A Higher Average Revenue Per User
The average revenue from 'Ultimate' users is consistently higher.
This tells us that, on an individual level, 'Ultimate' customers are more valuable.
A Tighter, More Predictable Revenue Stream
The revenue from 'Ultimate' users is tightly clustered, indicating a predictable income stream.
'Surf' revenue is all over the place, making it harder to forecast.
'Surf' Users are Hitting Their Data Limits
'Surf' users frequently go over their data allowance, which is a double-edged sword.
While it generates overage fees, it also suggests they might be good candidates for an upgrade.
Data Usage is More Spread Out for 'Surf' Users
The wide range of data usage for 'Surf' users is another sign of unpredictability.
Many are either close to their limit or far beyond it.
Calling Habits are Similar
There’s no significant difference in how much users of either plan talk on the phone.
This tells us that call behavior isn't a major factor in the revenue difference.
'Ultimate' Users Send More Messages
'Ultimate' users send more messages, likely because their plan includes a much larger allowance.
However, this doesn't translate to a major revenue impact.
Statistical Testing: Putting the Numbers to the Test
After seeing the vivid differences in revenue distributions—the 'Ultimate' plan's tight, reliable earnings versus the 'Surf' plan's chaotic reliance on overage fees—our eyes told one story. But in data science, we can't trust just our eyes. We need to confront the numbers with a definitive statistical challenge.
The primary question hanging over our marketing strategy was: Is the revenue difference we observed between the 'Surf' and 'Ultimate' plans real, or is it just a lucky fluke of sampling?
1. The Revenue Verdict: The Gap is Real and Stable
We applied a two-sample Welch's t-test ('alpha' = 0.05) to confront the averages:
Plan
Average Monthly Revenue (x̄)
Volatility (σ)
The Crucial Takeaway
👑 Ultimate
$70.00
$0.00
Perfectly stable and predictable revenue.
🏄🏻♂️ Surf
$57.52
$43.47
High volatility, heavily reliant on overage fees.
The test resulted in a p-value essentially equal to zero (approx 2.24e^{-7}).
Conclusion on Revenue:
✅ We rejected the Null Hypothesis.
There is overwhelming statistical certainty that the superior profitability of the 'Ultimate' plan is not random. The $0.00$ volatility highlights its financial stability.
2. The Location Verdict: Geography is Not a Factor
We tested if the high-density NY–NJ metropolitan area generates statistically different revenue compared to all other regions.
Region
Average Monthly Revenue (x̄)
Desvio Padrão (σ)
🗽 NY-NJ
$59.53
$32.24
🌍 Other Regions
$61.92
$36.99
The test returned a p-value of $0.5894 (far above $\alpha = 0.05$).
Conclusion on Location:
❌ We failed to reject the Null Hypothesis.
There is no statistical evidence to suggest that average revenue differs based on geography. Marketing efforts should focus solely on plan type.
Final Story Conclusion
Our Exploratory Analysis pointed to the differences, but the Hypothesis Test provided the certainty.
By confronting the Ultimate plan's flawless predictability ($70.00) against the Surf plan's high volatility ($57.52), the statistical evidence was overwhelming: the profitability gap is real and highly significant.
👑 The mandate is clear: the Ultimate plan is the financially superior and most stable asset for Megaline.
Our Approach
Data Cleaning: We started by cleaning and preparing the raw data to ensure accuracy.
Feature Engineering: We created new features, like monthly revenue per user, to get a clearer picture of the data.
Exploratory Data Analysis (EDA): We used visualizations to explore the data and uncover the story.
Statistical Testing: We used hypothesis testing to confirm our findings and ensure they weren't just due to chance.
The Tools We Used
A Note on the Data
This project was completed using proprietary datasets. While the notebook isn't directly runnable, the repository contains all the code and visualizations for a complete review of the analysis.
Want to Dig Deeper?
The full analysis, including all the code and step-by-step methodology, is available in the project repository. This is your chance to see the "how" behind the "what."
