Spend breakdown by category and channel: bills (25.8%) and travel (20.2%) make up nearly half the turnover, groceries is the most frequent category.
Volta — Spend Analysis
Situation
Where and on what customers spend — the basis for cashback and offer strategy.
Task
I needed to establish where and on what customers spend, so I owned the spending layer that the cashback and offer strategy is built on.
Actions
- Spend aggregation by category/channel/merchant.
- Decline rate by category, monthly trend.
Result
- Bills (25.8%) and travel (20.2%) are the largest categories; together nearly half the turnover.
- Groceries is the most frequent (18,238 transactions, €45.8 average ticket).
- Travel is thin-margin (see Project 14).
Recommendations
- Build cashback/offers around top categories (bills, groceries).
- Watch travel margin as volume grows.
- Monitor the decline rate as a payment-UX signal.
Documentation
Charts
Source: github.com/NikitaBoyarkin/volta-banking — 22 projects; figures recomputed from the repo's own datasets (data/*.csv) via its analysis scripts. Funnel counts from data/volta_funnel_data.csv (10,000 users); A/B, retention, segmentation, churn, RFM, CLV, attribution, anomalies, spend, support, NPS, JTBD, unit economics, premium, KYC deep-dive, referral, assisted CAC, FX sourcing, premium offers, anchor CAC and dormant win-back follow the published project narrative (README + part pages).
Spend by category
Total spend (€) across ten transaction categories. Bills and travel are the largest by volume.
Key takeaways - Bills (25.8%) and travel (20.2%) make up nearly half the turnover, but travel has thin margin (see unit economics).
- Groceries is the most frequent category (18,238 transactions) at a €45.8 average ticket.