DATA4700 - Digital Marketing and Competitive Advantage & Customer Analytics Case Study - Marketing Assignment Help

Assignment Task -       

Your Task 

• Please consider the dataset below 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) 

• 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?  

Assessment Description 

• An individual report of 1000 words (+/- 10%) 

• Analysis of a provided dataset 

• Based on the analysis, write a report justifying how the customer segmentation was done, which one  customer segment to target, and how to engage best with that target segment 

• Learning outcomes: LO1, LO2, LO4

 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 

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