NovaRetail Synthetic Digital Marketing Dataset

NovaRetail is a synthetic digital marketing analytics dataset developed for educational, research and applied analytics purposes. The dataset simulates customer-level interactions with a fictional retail organisation across multiple digital marketing campaigns. It contains customer profile, acquisition, campaign-response, behavioural, transaction, marketing-cost and profitability variables. The dataset includes five experimental marketing groups: Control, Generic Email, Personalised Email, Paid Social and 10% Discount. It is designed to support descriptive, diagnostic, predictive and prescriptive marketing analytics, including campaign performance measurement, conversion analysis, customer segmentation, predictive modelling, experimentation and marketing optimisation. All observations are synthetically generated and do not represent real individuals, customers or organisations. NovaRetail therefore provides a reproducible environment for teaching and demonstrating digital marketing analytics without using personally identifiable customer information.