GEOG5927M: Predictive Analytics The Role of a Customer Segmentation Expert - Geography Assignment Help

Assignment Task:

Task:

Assessment #1 1. The assessment You will take on the role of a customer segmentation expert for a travel company. Your task is to identify a specific segment of customers who could be targeted with a marking strategy. You will use the ‘synthetic’ population produced through microsimulation during practical sessions 1 and 2 to identify the target customers. The type of holiday destination and choice of customer sub-group(s) to target is up to you. Note that your job is to identify the sub-population(s) to be targeted, explain your methods and clearly present your results. There is no need to discuss how you would reach the customers you identify. You are expected to incorporate at least some appropriate academic literature in to your report. An indicative structure for your report is below.

1. Introduction: Identify and justify the scope of your study -- the destinations, holiday type and customer groups of focus and why they are of interest.

2. Data and methods: Describe the data on which your study is based, the variables you have selected and any derived variables you have created. Be sure to justify these decisions with reference to your study’s scope.

3. Results and analysis: A combination of charts, maps and tables – judiciously designed to address the area of focus outlined in the introduction.

4. Conclusions: Synthesise over the findings to identify the customers to which a marketing campaign could be targeted. Be sure to do so with reference to the evidence presented in your data analysis (section 3). The report has a word limit of 1,000 words and you are expected to incorporate four figures. Figures can be graphs, maps, diagrams or other suitable illustrations. These figures must be clear and discussed in the text. See section 5 for more information about word limit.

2. This assignment contributes 50 % to the final mark of this module

3. a) Individual work This is an individual assignment. Whilst it is natural to consult with your neighbour in the classroom and/or to help each other with unfamiliar software/laboratory/field work, it is not permitted to share research, ideas, data or text in preparation of any aspect of this report/essay. If we suspect that this has occurred it will be treated as academic malpractice* and will be investigated according to university protocols

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