DATA4700 - Digital Marketing and Competitive Advantage - Digital Marketing Assignment Help

Assignment Task:

Introductions

• Please consider the dataset below containing information about customers' purchasing history can be accessed at the following link: https://www.kaggle.com/regivm/retailtransactiondata
• You will analyze 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

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

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