DATA4700 Digital Marketing and Competitive Advantage - Customer Analytics Case Study

Assessment 1 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: https://www.kaggle.com/yeanzc/telco-customer-churn-ibm-dataset
• 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.

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