Customer Analytics Case Study Assessment - brief overview

Assignment Detail:- DATA4700 Digital Marketing and Competitive Advantage - Kaplan Business School Assessment - Customer Analytics Case Study Your Part 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-• 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 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 retain the customer segment that you have chosen to target 6- Statement of Intent: Who is the target audience and what have you done to try and make your report more accessible for that audience- Attachment:- Digital Marketing and Competitive Advantage-rar

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