BUSI49150: Business Analytics & Intelligence, Occido Luxury Fashion Case Study & Report Writing - Management Assignment Help

Assignment Task

Case Brief
The luxury fashion retail company, Occido, would like to create a new advertising campaign for its stores. The company prides itself on quality service to customers and places a high priority on customer relationships particularly in its repeat customers. The company has selected a sample of customers from its two store locations – London and Midlands, and a sample of its sales to conduct analyses that will be generalized for all of its customers. The company would first like to segment customers into four groups using value-based segmentation. The company would like an idea of each customer segment. Relevant analyses are necessary to describe each of the segments in more detail. 

You will summarise the data for each customer segment using:

•  Relevant mathematical and statistical techniques (including measures of dispersion and central tendency);
•  Pivot tables; 
•  Data visualization techniques (including charts); and 
•  Digital dashboard.

How confident are you that the sales for each sample reflect that of the population? The results of these analyses would support managerial decision-making processes by providing information on which customers are likely to respond to a new product campaign thus possibly increasing the likelihood of responses and quality of leads for the targeted marketing campaign. The recommendations should also include a discussion of any external factors (with evidence) that may be influential, and other considerations that the company needs to take into account before making a final decision. The Report should also discuss the data quality dimensions and any data cleansing techniques that your team had

The final submitted documents to the company will therefore include:
1. Business report, including recommendations 
2. Excel file which shows the analyses that have been conducted on the data – the workbook should contain relevant worksheets including that for the digital dashboard and other relevant charts/graphs.

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