Subject Code : BUS5CA
Country : India
Assignment Task:

 

Learning Objective:

The objective of Assignment 2 is to develop customer analytics skills via performing customer segmentation and profiling tasks based on a case study.

Case Study:

Customer segmentation is a pivotal task for business analytics. Customer segmentation is the process of splitting customers into different groups with similar characteristics for potential business value proposition. Many companies find that segmenting their customers enable them to communicate, engage with their customers more effectively. Delta Bank is conducting an analysis on the existing customer profiles and the marketing campaign data to identify the target customers who are mostly likely to subscribe long-term deposits. As a member of the data analytics team, you are tasked to analyse historical data and develop predictive models for marketing purposes. Your manager has designed a pilot project focusing on clustering-based customer segmentation and profiling to discover consumer insights.

 

Task 1: Customer segmentation based on demographics data (10%)

Task 2: Customer segmentation based on behavioural data (5%)

Task 3: Cross cluster analysis – demographics to behavioural segments (10%)

 

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  • Posted on : September 23rd, 2018
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