Research and obtain a dataset relevant to a public or private organization or a specific problem domain, and will apply analytics techniques covered in the course to yield actionable insights.Questions/Challenges: As online retail continues to grow in popularity, understanding consumer buying activity online is crucial for making effective business decisions and shaping business strategies. By answering questions such as what are the most profitable items, what customers are most likely to buy, who is most likely to respond to specific strategies, how regularly does a customer purchase x item, how much are customers willing to spend in a single trip/single activity, targeting international audiences, we are able suggest strategies that could optimize the store strategies for operations and money for ads.