BUS5CA: Customer Segmentation Based on Demographics Data - Social Media Assignment Help

Assignment Task :

Learning Objective: The objective of Assignment 2 is to develop customer analytics skills via performing customer segmentation and profiling tasks based on a case study. 

Case Study: Customer segmentation is a pivotal task for business analytics. Customer segmentation is the process of splitting customers into different groups with similar characteristics for potential business value proposition. Many companies find that segmenting their customers enable them to communicate, engage with their customers more effectively. 

Delta Bank is conducting an analysis on the existing customer profiles and the marketing campaign data to identify the target customers who are mostly likely to subscribe long-term deposits. As a member of the data analytics team, you are tasked to analyse historical data and develop predictive models for marketing purposes. Your manager has designed a pilot project focusing on clustering-based customer segmentation and profiling to discover consumer insights. 

Requirements:

The project is seeking knowledge and insights relating to: 

• The demographics-based segments and their profiles; 

• The representative behavioural profiles for each segment; 

• How the produced segments can be mapped to a broader concept of segments in Australian community. 

A number of analytics tasks are designed by the team to achieve the above objectives. You are expected to use SAS to perform clustering and profiling segments with the support of other tools like R and/or Excel for this assignment. You are required to relate the segments and profiles in conjunction with Roy Morgan value segments. Please use the following link to further understand these value segments: 

Task 1: Customer segmentation based on demographics data  

By using the SAS Enterprise Miner, conduct a clustering and segment profiling based on the demographics data (Age, Career, Marital_Status, Education). 

• What are the key demographics segments for the whole dataset? Describe the main profiles and then map them into the Roy Morgan segments. 

• What are the most important variables based on each segment? (Target: Subscribed) 

• Are there differences in segments for customers subscribed to long-term deposit and those who did not? 

Task 2: Customer segmentation based on behavioural data (5%) 

Considering the behavioural variables in the data (Mortgage, Personal_Loan, Contact_Type, Number_of_Contacts), you are required to conduct a clustering and segment profiling. 

• What are the key behavioural segments for the whole dataset? Describe the main profiles. 

• What are the important variables based on each segment? (Target: Subscribed) 

• Are there differences in segments for customers subscribed to long-term deposit and those who did not? 

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