Estimate a logistic regression model using BUYER

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Reference no: EM132276904

Assignment -

Instructions: There are two questions in this assignment. Answer the questions in docx using .sav file using SPSS.

Question 1: Customer Targeting Using RFM with Logical Breakpoints

In this question, you will explore RFM segmentation, a technique used to group customers according to their aggregate purchase history with a company. Specifically, look at how recently customers have purchased (R-recency), how often they have purchased (F - frequency), and how much they have spent (M - monetary) to target groups of customers that are most likely to buy "Art History of Florence".

Use the following mapping scheme to create the Recency, Frequency, and Monetary variables from the raw data provided.

Assign index values for R, F, and M based on logical breakpoints in the data. For this dataset, use the following breakpoints:

Recency	Frequency	Monetary
1-3 months	3 or more orders	$201 and up
4-6 months	2 orders	$101-$200
7-12 months	1 order	$51-$100
> 12 months		$26-$50
		$1-$25

Use the above scores to outline segments that you would like to target for "Art History of Florence". Briefly outline how you would target these groups.

Question 2: Logistic Analysis and Customer Targeting

a. Estimate a logistic regression model using BUYER as the dependent variable and a set of independent covariates you think may be affecting buying decision.

b. Summarize and interpret the results (so that a marketing manager can understand them). Which variables are significant? Interpret the coefficients for each of the predictors.

c. Using the logistic analysis, outline segments of customers that you would like to target for "Art History of Florence."

d. Between RFM analysis (question 1) and logistic analysis, which method is better for customer targeting and why?

Please make sure to include screenshots for each step of RFM analysis and each step of logistic regression (5 screenshots total) with your submission.

Attachment:- Assignment Files.rar

Reference no: EM132276904

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len2276904

4/7/2019 10:36:31 PM

Instructions: Answer the questions in docx using .sav file using spss. There are two questions in this part of the exam worth 100 points. To answer these questions you need to use the file customer.sav (A book retailer is launching a new book “The Art History of Florence.” The retailer has historical data on customers and know what types of books the customers bought in the past. It also has some behavioral, demographic, and location information. Provide screenshots for each step of RFM analysis and each step of logistic regression (5 screenshots total).

len2276904

4/7/2019 10:36:25 PM

Evaluation Criteria and Grading Rubric - Question 1 on RFM (40%) - Clearly outlined steps with correct answers. Question 2 part A 10% - Provided an exhaustive list of variables with a sound written motivation of why a variable was included. Question 2 part B 15% - Outstanding write-up of model results. Highly managerially relevant. Question 2 Part C 20% - Clearly outlined steps with correct answers. Question 2 Part D 15% - Comparison of the model result is correctly done using data.

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