Reference no: EM133678502 , Length: word count:3800

Assessment task

A data-based case study that requires a systematic review of the literature will be assigned.

You will be required to undertake and critically analyse the assigned case study research and apply tools, technologies, and models related to the BI systems and technologies to offer recommendations in managerial decision-making. Ethical and social issues must be considered.

You will be documenting and submitting your findings, including models as a report. The report is expected to be presented professionally with a suitable header/footer, automated TOC, Figure numbers and captions, etc.

Based on the group review, individual members of the same group may get different marks for the assignment (Report and presentation).

Case scenario

Bank attrition, also known as customer attrition or churn, is a critical phenomenon in the banking industry that refers to the rate at which customers leave or discontinue their relationship with a particular bank. High attrition rates can have detrimental effects on a bank's profitability, reputation, and overall success, making it essential for banks to employ strategies that not only attract new customers but also retain and satisfy their existing client base.

Betfair, a leading bank, has been experiencing a concerning trend of customer churn over the past few years. To reverse this trend and retain valuable customers, Betfair seeks to leverage Business Intelligence (BI) processes and technologies. Your task is to analyse Betfair's customer churn rate data (Bank Customer Churn Dataset) using business intelligence tools, especially Tableau, and propose actionable insights and strategies to mitigate customer churn.

Report Writing Guidelines:
Your report must include the following.
Title Page - Set out the title of your assessment, your name, your student ID, the unit's name, the unit code, and the name of the lecturer. There must be no graphics or pictures of any kind on the title page.
Executive Summary - Provide 'No more than one page' of summary.
Table of Contents - Auto-generated using the word processor.
Introduction - This section should introduce the general aims, attributes of the datasets, and areas/issues you will discuss in the report.
Body - Discuss your findings/ visualisations in detail, where appropriate, headings and sub- headings should be included with the logical progression of your report from one idea to the next. Do not use the word 'Body' as a heading - identify words that relate to your report for the heading.

The body of your report should include:
patterns, trends, and factors contributing to customer churn within Betfair's customer base.
Exploration of demographic, transactional, and behavioral attributes of churned customers.
The characteristics of churned customers with those who have remained loyal.
Targeted retention strategies and interventions based on insights derived from the data analysis.
Ethical and social implications related to customer retention efforts, ensuring responsible decision-making.
Your analysis should not only provide insights into Betfair's customer churn dynamics but also offer actionable recommendations to help the bank effectively retain its customers and improve overall customer satisfaction and loyalty.
Conclusion - In this section, you need to summarise your work and findings. You should introduce no new points in your conclusion.

References - This is a list of all the books and articles you have cited in your assessment. Use APA referencing style for your in-text citations as well as your list of references.