The Marketing Analytics Department of a Large Retail Bank - Assignment Help

Assignment Task:

Task:

Introduction
Imagine that you work in the Marketing Analytics Department of a large Retail Bank. You are responsible for a project called Customer Management. The aim of this project is to know which marketing activity effectively retains customers. For this project, you got information about individual customer profitability (CLV). Additionally, you conducted a survey and asked the questions presented in Table 1.

After collecting the data, you have to develop a research model explaining/predicting individual customer profitability. You are asked to give a theoretical rational for these hypotheses and test the hypotheses using R/Studio. Linear regression should be applied for the main analysis. You are also encouraged to try multiple independent variables and least one mediator or moderator analysis. Please compare at least three different models. Write up all your steps in your analysis and come up with some meaningful conclusions. You must have a small theoretical part (regarding the hypotheses development) but focal point of the assignment is the technical part. The dataset does not include any missing values. “Odd” values are imputed values.

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