大数据——项目实战（使用Zeppelin分析电子商务消费行为分析）

电子商务消费行为分析文件
提取码：39r1

任务描述

需求概述

对某零售企业最近一年门店收集的数据进行数据分析

• 潜在客户画像
• 用户消费统计
• 门店的资源利用率
• 消费的特征人群定位
• 数据的可视化展现

问题分析

Customer表

customer_details	details
customer_id	Int，1-500
first_name	string
last_name	string
email	string，such as willddy@gmail.com
gender	string，Male or Female
address	string
country	string
language	string
job	string，job title/position
credit_type	string，credit card type。such as visa
credit_no	strin，credit card number

问题：language字段数据存在错误

Transaction表

transaction_details	details
transaction_id	Int，1-1000
customer_id	Int，1-500
store_id	Int，1-5
price	decimal，such as 5.08
product	string，things bought
date	string，when to purchase
time	string，what time to purchase

问题：表中transa_id有重复，但数据有效，需要修复数据

Store表

store_details	details
store_id	Int，1-5
store_name	string
employee_number	Int，在store有多少employee

Review表

store_review	details
stransaction_id	Int，1-8000
store_id	Int，1-5
review_store	Int，1-5

问题：表中有效的score数据
表中有奖transaction_id映射到错误的store_id

数据结构

Customer表

• customer_details

Transaction表

• transaction_details

Store表

• store_details

Review表

• store_review
  

连接至Zeppelin

Zeppelin安装和配置
打开Zeppelin网站


导入电子商务消费行为分析数据及模板

1.数据获取

Download Data

%sh
--创建数据库
mkdir /mnt/hivetest
cd /mnt/hivetest
wget -p https://raw.githubusercontent.com/datafibers/big_data_training/master/data/customer_details.csv
wget -p https://raw.githubusercontent.com/datafibers/big_data_training/master/data/transaction_details.csv
wget -p https://raw.githubusercontent.com/datafibers/big_data_training/master/data/store_details.csv
wget -p https://raw.githubusercontent.com/datafibers/big_data_training/master/data/store_review.csv

2.检查行数和header行

Understand the Data

%sh
## /tmp/data/
cd /mnt/hivetest
head -2 customer_details.csv
#head -2 store_details.csv
#head -2 store_review.csv
#head -2 transaction_details.csv

3.上传数据到HDFS

Upload the file to HDFS

%sh
hdfs dfs -mkdir -p /apps/shopping/customer
hdfs dfs -put /mnt/hivetest/customer_details.csv /apps/shopping/customer
hdfs dfs -mkdir -p /apps/shopping/transaction
hdfs dfs -put /mnt/hivetest/transaction_details.csv /apps/shopping/transaction
hdfs dfs -mkdir -p /apps/shopping/store
hdfs dfs -put /mnt/hivetest/store_details.csv /apps/shopping/store
hdfs dfs -mkdir -p /apps/shopping/review
hdfs dfs -put /mnt/hivetest/store_review.csv /apps/shopping/review
##/tmp/shopping/data/customer/
##/tmp/shopping/data/transaction/
##/tmp/shopping/data/store/
##/tmp/shopping/data/review/

4.建表查表

4.1 Clear all tables if exists

%hive
create database shopping
use shopping

%hive
--创建顾客表
drop table ext_transaction_details
%hive
create external table if not exists ext_customer_details(
customer_id string,
first_name string,
last_name string,
email string,
gender string,
address string,
country string,
language string,
job string,
credit_type string,
credit_no string)
row format SERDE
'org.apache.hadoop.hive.serde2.OpenCSVSerde'
with serdeproperties(
"separatorChar"=",",
"escapeChar"="\\")
stored as textfile
location '/apps/shopping/customer'

%hive
--创建交易流水表
create external table if not exists ext_transaction_details(
transaction_id string,
customer_id string,
store_id string,
price decimal(10,2),
product string,
purchase_date string,
purchase_time string)
row format serde 'org.apache.hadoop.hive.serde2.OpenCSVSerde'
with serdeproperties(
"separatorChar"=",",
"quoteChar"="\"",
"escapeChar"="\\")
stored as textfile
location '/apps/shopping/transaction'

%hive
--创建商店详情表
create external table if not exists ext_store_details(
store_id string,
store_name string,
employee_number int)
row format serde 'org.apache.hadoop.hive.serde2.OpenCSVSerde'
with serdeproperties(
"separatorChar"=",",
"escapeChar"="\\")
stored as textfile
location '/apps/shopping/store'
tblproperties("skip.head.line.count"="1")

%hive
--创建评价表
create external table if not exists ext_store_review(
stransaction_id string,
store_id string,
review_score int)
row format serde 'org.apache.hadoop.hive.serde2.OpenCSVSerde'
with serdeproperties(
"separatorChar"=",",
"escapeChar"="\\")
stored as textfile
location '/apps/shopping/review'

4.2 Verify all Tables are Created

%hive
--select * from ext_customer_details limit 20
--select distinct language from ext_customer_details
--select * from ext_transaction_details limit 20
select transaction_id,count(transaction_id) cnt from ext_transaction_details group by transaction_id order by cnt desc 
--select * from ext_store_details limit 20
--select * from ext_store_review limit 20

5.数据清洗

解决以下有问题的数据

• 对transaction_details中的重复数据生成新ID
• 过滤掉store_review中没有评分的数据
• 可以把清洗好的数据放到另一个表或者用View表示
• 找出PII（personal information identification）或PCI（personal confidential information）数据进行加密或hash
• 重新组织transaction数据按照日期YYYY-MM做分区

5.1 Clean and Mask customer_details

%hive
-- 敏感信息加密
-- drop view vm_customer_details
create view if not exists vm_customer_details as
select
customer_id ,
first_name ,
unbase64(last_name) lastname,
unbase64(email) email,
gender ,
unbase64(address) address,
country ,
language,
job ,
credit_type ,
unbase64(credit_no) credit_no
from 
ext_customer_details

5.2 Clean transaction_details into partition table

%hive
-- 创建流水详情表
create table if not exists transaction_details
(
transaction_id string,
customer_id string,
store_id string,
price decimal(8,2),
product string,
purchase_date date,
purchase_time string
)
partitioned by(purchase_month string)
-- select transaction_id,count(1) from ext_transaction_details group by transaction_id having count(1)>1
-- select * from ext_transaction_details where transaction_id=8001
set hive.exec.dynamic.partition.mode=nonstrict -- 开启动态分区
-- 重写数据
with base as (
select
transaction_id,
customer_id ,
store_id ,
price ,
product,
purchase_date,
purchase_time,
from_unixtime(unix_timestamp(purchase_date,'yyyy-MM-dd'),'yyyy-MM') as purchase_month,
row_number() over (partition by transaction_id order by store_id) as rn
from ext_transaction_details
)
insert overwrite table transaction_details partition(purchase_month)
select
if(rn=1,transaction_id,concat_ws('-',transaction_id,'_fix')) ,
customer_id ,
store_id ,
price ,
product,
purchase_date ,
purchase_time,
purchase_month
from base
-- 查看修复信息
select * from transaction_details where transaction_id like '%fix%'

5.3 Clean store_review table

%hive
create view if not exists vw_store_review as
select
transaction_id,
review_score
from  ext_store_review where review_score <> ''
show tables

最终会有七个表

6.Customer分析

6.1找出顾客最常用的信用卡

%hive
select credit_type,count(credit_type) cnt from customer_details group by credit_type order by cnt desc

6.2找出客户资料中排名前五的职位名称

%hive
select job ,count(1) as pn from customer_details group by job
order by pn desc limit 5

6.3在美国女性最常用的信用卡

%hive
select credit_type,count(credit_type) cnt from customer_details where gender='Female' and country='United States' group by credit_type order by cnt desc limit 10

6.4按性别和国家进行客户统计

%hive
select country,gender,count(1) cnt from customer_details group by country,gender

7.Transaction分析

7.1计算每月总收入

%hive
select month,store_id,sum(price) total from transaction_details group by store_id,month 

7.2计算每个季度的总收入

%hive
select year(purchase_date) year,concat
("第",floor((month(purchase_date)-1)/3)+1,"季度") season,sum(price)
 from transaction_details group by year(purchase_date) ,
 concat("第",floor((month(purchase_date)-1)/3)+1,"季度") order by year desc,season

7.3按年计算总收入

%hive
select year(purchase_date) yy,sum(price) toatal
from transaction_details group by year(purchase_date) order by yy desc

7.4按工作日计算总收入

%hive
select dayofweek(purchase_date) work_date,sum(price) from transaction_details
 where dayofweek(purchase_date) between 1 and 5 group by dayofweek(purchase_date)

7.5按时间段计算总收入(需要清理数据)

%hive
-- 使用正则表达式清理数据然后使用case when 分组查询
with
t1 as(
select *, if(instr(purchase_time,'PM')>0,
				if(cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)+12>=24,
					0,
					cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)+12),
				cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)) as timeTrans
from transaction_details), t2 as(
select t1.*,case when t1.timeTrans<=8 and t1.timeTrans>5 then 'early morning'
				 when t1.timeTrans<=11 and t1.timeTrans>8 then 'morning'
				 when t1.timeTrans<=13 and t1.timeTrans>11 then 'noon'
				 when t1.timeTrans<=18 and t1.timeTrans>13 then 'afternoon'
				 when t1.timeTrans<=22 and t1.timeTrans>18 then 'evening'
				 else 'night'
			end as timeSplit
from t1)
select t2.timeSplit,sum(price)
from t2 
group by t2.timeSplit

7.6按时间段计算平均消费

%hive
-- 使用正则表达式清理数据然后使用case when 分组查询
with
t1 as(
select *, if(instr(purchase_time,'PM')>0,
				if(cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)+12>=24,
					0,
					cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)+12),
				cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)) as timeTrans
from transaction_details), t2 as(
select t1.*,case when t1.timeTrans<=8 and t1.timeTrans>5 then 'early morning'
				 when t1.timeTrans<=11 and t1.timeTrans>8 then 'morning'
				 when t1.timeTrans<=13 and t1.timeTrans>11 then 'noon'
				 when t1.timeTrans<=18 and t1.timeTrans>13 then 'afternoon'
				 when t1.timeTrans<=22 and t1.timeTrans>18 then 'evening'
				 else 'night'
			end as timeSplit
from t1)
select t2.timeSplit,avg(price)
from t2 
group by t2.timeSplit

7.7按工作日计算平均消费

%hive
select dayofweek(purchase_date) work_date,avg(price) from transaction_details
 where dayofweek(purchase_date) between 1 and 5 group by dayofweek(purchase_date)

7.8计算年、月、日的交易总数

%hive
--select purchase_date,count(1) from transaction_details group by purchase_date
--select concat(year(purchase_date),"-",month(purchase_date)),count(1) from transaction_details group by year(purchase_date),month(purchase_date)
--select year(purchase_date),count(1) from transaction_details group by year(purchase_date)\
select count(1) over(partition by year(purchase_date)) year,
       count(1) over(partition by year(purchase_date),month(purchase_date)) month,
       count(1) over(partition by year(purchase_date),month(purchase_date),day(purchase_date))day from transaction_details

7.9找出交易量最大的10个客户

%hive
select customer_id,count(transaction_id)a from transaction_details group by customer_id order by a desc limit 10

7.10找出消费最多的前10位顾客

%hive
select customer_id,sum(price)a from transaction_details group by customer_id order by a desc limit 10

7.11统计该期间交易数量最少的用户

%hive
select customer_id,count(transaction_id)a from transaction_details group by customer_id order by a limit 1

7.12计算每个季度的独立客户总数

%hive
select year(purchase_date) yy,
concat("季度",floor((month(purchase_date)-1)/3)+1) season,
count(distinct customer_id) from transaction_details group by year(purchase_date),
concat("季度",floor((month(purchase_date)-1)/3)+1) 
order by yy desc,season

7.13计算每周的独立客户总数

%hive
select concat(year(purchase_date),'年第',weekofyear(purchase_date),'周'),count(distinct customer_id) from transaction_details group by year(purchase_date),weekofyear(purchase_date)

7.14计算整个活动客户平均花费的最大值

%hive
select a.customer_id,max(a.av) from (select customer_id,avg(price)av from
 transaction_details group by customer_id)a group by a.customer_id

7.15统计每月花费最多的客户

%hive
select b.m,b.id,b.s
from(
select a.m,a.id,a.s ,row_number() over(partition by  a.m order by a.s desc) as win1
from(
select concat(year(purchase_date),'-',month(purchase_date)) m,customer_id id,sum(price) s
from transaction_details
group by year(purchase_date),month(purchase_date),customer_id)a) b 
where b.win1=1

7.16统计每月访问次数最多的客户

%hive
select b.m,b.id,b.c
from(
select a.m,a.id,a.c,row_number() over(partition by a.m order by a.c desc) as win1 
from(
select concat(year(purchase_date),'-',month(purchase_date)) m,customer_id id, count(1) c
from transaction_details
group by year(purchase_date),month(purchase_date),customer_id) a) b 
where b.win1=1

7.17按总价找出最受欢迎的5种产品

%hive
select product,sum(price)a from transaction_details group by product order by a desc limit 5 

7.18根据购买频率找出最畅销的5种产品

%hive
select product,count(transaction_id)a from transaction_details group by product order by a desc limit 5

7.19根据客户数量找出最受欢迎的5种产品

%hive
select product,count(distinct customer_id)a from transaction_details group by product order by a desc limit 5

7.20验证前5个details

%hive
select * from transaction_details where product in ('Goat - Whole Cut')

8.Store分析

8.1按客流量找出最受欢迎的商店

%hive
select store_id,count(transaction_id) a from transaction_details group by store_id order by a desc limit 1

8.2根据顾客消费价格找出最受欢迎的商店

%hive
select store_id,sum(price)a from transaction_details group by store_id order by a desc limit 1

8.3根据顾客交易情况找出最受欢迎的商店

%hive
select store_id,count(transaction_id)a,sum(price)b from transaction_details group by store_id order by a desc,b desc limit 1

8.4根据商店和唯一的顾客id获取最受欢迎的产品

%hive
select b.store_id,b.product
from (
select a.store_id,a.product,a.c ,row_number() over(partition by store_id order by a.c desc )as win1 
from(
select store_id,product,count(distinct customer_id) c 
from transaction_details
group by store_id,product) a )b 
where b.win1 =1

8.5获取每个商店的员工与顾客比

%hive
select a.store_id,concat_ws(':',cast(ceil(round(s.employee_number/a.c*100))as string),'100')
from(
select t.store_id,count(distinct customer_id) c
from transaction_details t 
group by t.store_id)a join ext_store_details s 
on a.store_id=s.store_id

8.6按年和月计算每家店的收入

%hive
select store_id,year(purchase_date),month(purchase_date), sum(price) from transaction_details group by store_id,year(purchase_date),month(purchase_date)

8.7按店铺制作总收益饼图

%hive
select store_id,sum(price)a from transaction_details group by store_id 

8.8找出每个商店最繁忙的时间段

%hive
with
t1 as(
select *, if(instr(purchase_time,'PM')>0,
				if(cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)+12>=24,
					0,
					cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)+12),
				cast(regexp_extract(purchase_time,'([0-9]{1,2}):([0-9]{2}\\w*)',1)as int)) as timeTrans
from transaction_details), t2 as(
select t1.*,case when t1.timeTrans<=8 and t1.timeTrans>5 then 'early morning'
				 when t1.timeTrans<=11 and t1.timeTrans>8 then 'morning'
				 when t1.timeTrans<=13 and t1.timeTrans>11 then 'noon'
				 when t1.timeTrans<=18 and t1.timeTrans>13 then 'afternoon'
				 when t1.timeTrans<=22 and t1.timeTrans>18 then 'evening'
				 else 'night'
			end as timeSplit
from t1),
t3 as(
select t2.store_id,t2.timeSplit,count(1) c 
from t2 
group by t2.store_id,t2.timeSplit),
t4 as(
select t3.store_id,t3.timeSplit,row_number() over(partition by store_id order by t3.timeSplit desc)as win1
from t3 )
select t4.store_id,t4.timeSplit
from t4
where t4.win1=1

8.9找出每家店的忠实顾客

%hive
select b.* from (select store_id,customer_id,count(transaction_id)a from transaction_details group by store_id,customer_id)b where b.a>=5

8.10根据每位员工的最高收入找出明星商店

%hive
-- 求总收入与雇员比值的最大值
with
t1 as (
select  store_id,sum(price) s 
from transaction_details 
group by store_id)
select t1.store_id,t1.s/s.employee_number ss
from t1 join ext_store_details s  on s.store_id= t1.store_id
order by ss desc 
limit 1

9.Review分析

9.1在ext_store_review中找出存在冲突的交易映射关系

%hive
select stransaction_id
from store_review
group by stransaction_id
having count(1)>1

9.2了解客户评价的覆盖率

%hive
-- 求各个店共有多少顾客评价
with 
t1 as(
select t2.store_id,t1.transaction_id,t2.customer_id
from store_review t1 join transaction_details t2 on t1.transaction_id=t2.transaction_id)
select t1.store_id,count(distinct t1.customer_id)
from t1 
group by t1.store_id

9.3根据评分了解客户的分布情况

%hive
-- 求每家店每个评分有多少个客户给的
with
t1 as(
select  t2.store_id ,t1.review_score,t2.customer_id
from store_review t1 join  transaction_details t2 on t1.transaction_id=t2.transaction_id)
select t1.store_id,t1.review_score,count(distinct customer_id)
from t1
group by t1.store_id,t1.review_score

9.4根据交易了解客户的分布情况

%hive
-- 求每家店每个客户的订单数
select store_id,customer_id,count(1)
from transaction_details
group by store_id,customer_id

9.5客户给出的最佳评价是否总是同一家门店

%hive
with yes as(select customer_id,count(distinct s.store_id)cnt,"yes" from store_review s join transaction_details on substr(transaction_id,0,length(transaction_id)-2)=stransaction_id where substr(transaction_id,length(transaction_id),length(transaction_id))<>'2' group by customer_id having cnt=1),
 no as(select customer_id,count(distinct s.store_id)cnt,"no" from store_review s join transaction_details on substr(transaction_id,0,length(transaction_id)-2)=stransaction_id where substr(transaction_id,length(transaction_id),length(transaction_id))<>'2' group by customer_id having cnt>1)
select * from yes union all select * from no