MARK5830
Marketing Analytics Project 2024
1. Background
The company we collaborate with this year is Apteco. Apteco offers a leading software platform. that makes analytics, visualisation, customer segmentation and multi-channel campaigning more accessible and user-friendly. Obviously, analytics lie at the centre of Apteco’s expertise, ranging from statistical analysis to machine learning algorithms to identify value-creating opportunities for customers and the business.
2. The Business Problem
Establishing a new customer relationship at Apteco involves two crucial steps. First, assessing the customer’s data to determine if Apteco’s software can address their most pressing challenges. The second step involves offering a tailored demonstration using Apteco’s software. Both steps are integral to this year’s project.
The potential customer relevant for this project is a telecommunications provider eager to enhance their marketing efforts by gaining deeper insights into their customer base. They aim to understand the customer life cycle, key drivers of engagement, loyalty, and churn, and ultimately improve customer lifetime value. By identifying the factors that lead to customer churn and pinpointing high-risk individuals, the provider hopes to foster stronger, long-lasting relationships and deliver products and services that truly resonate with their customers.
3. The Data Set
The exemplary dataset contains data on customer characteristics and purchases from the company’s customer relationship management (CRM) database, broken down at a customer level. You will have to clean this data, prepare the variables for further analysis and provide an answer to the questions and your recommendations to achieve the business objective.