Reference no: EM133506744 , Length: word count:1200

Digital Marketing and Competitive Advantage

Assessment - Customer Analytics Case Study

Your Task

• The business question you are to address is:

Which of the customers in your database will you choose to engage with to increase revenue or reduce churn, and how will you accomplish this goal?

• The dataset containing information about customers' purchasing history can be accessed at the following link:

• You will analyse the data to create a market segmentation of your customer base (Topic 4)
• You will need to justify the segments that you have created (Topic 1)
• You will choose one segment to target, giving thought to RFM Analysis and Customer Lifetime Value (Topic 4)
• You will provide recommendations on how best to engage with the target customer segment that you have chosen (Topics 2 and 3)
• You will write a short statement of intent which addresses: (1) who your target audience is for the report, in the context of the business question; and (2) what techniques have you used to connect with that audience and improve the readability of your report for that audience.

Assessment Instructions

Your report should have the following headings and address the topics below:

1. Introduction: A brief overview of the dataset and the task that you are conducting

2. Data analysis: The techniques used and insights arising from the segmentation of the customer data

3. Customer segmentation: Explanation of how the customer segments that you have created differ from each other

4. Target segment: Indication of which one customer segment to target with your marketing activities, and a justification of why you chose that segment

5. Recommendations: What tactics you will perform to engage with the customer segment that you have chosen to target

6. Statement of Intent: Who is the target audience for your report and what have you done to try and make your report more accessible for that audience.