Reference no: EM133019935

Sales of Singapore's food & beverage services was hit hard when the COVID-19 pandemic rages on. According to Retail Sales Index and Food & Beverage Services Index released by Singapore Department of Statistics in March 2021, the business fell by 24.7% in January 2021 on a year-on-year basis. As the industry is on a path of steady recovery, the big driver behind the rise of sales is from accelerated adoption of technology by business owners and customers. As many businesses made the switch to take-away and food delivery service and customer could remain more digitally engaged, it is critical to improve customer experience to retain existing customers and recruit new ones. Assume you are a business analyst who will advise F&B outlets on possible data mining initiative to leverage customer data and improve business performance. Read the two articles below as a backdrop. You need to conduct research to develop your data mining initiative. You may contextualize the data mining initiative in a real or fictitious F&B business.

https://www.straitstimes.com/business/fb-sector-on-recovery-path-thanks-to-digital-adoption

https://business.cornell.edu/hub/2021/05/07/re-electrified-after-circuit-breaker-singaporesrestaurant-recovery/

Recommend at least one (1) data mining technique to use and explain why it/they can be used to address the strategic objective and the data mining goal