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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