KPMG - Data Insights (Task 2)

Task 2

Data Insights

Targeting high-value customers based on customer demographics and attributes.

Here is the background information on your task

Sprocket Central Pty Ltd has given us a new list of 1000 potential customers with their demographics and attributes. However, these customers do not have prior transaction history with the organization.

The marketing team at Sprocket Central Pty Ltd is sure that, if correctly analyzed, the data would reveal useful customer insights which could help optimize resource allocation for targeted marketing. Hence, improve performance by focusing on high-value customers.

TASK

Using the existing 3 datasets (Customer demographic, customer address, and transactions) as a labeled dataset, please recommend which of these 1000 new customers should be targeted to drive the most value for the organization.

In building this recommendation, we need to start with a PowerPoint presentation that outlines the approach which we will be taking. The client has agreed on a 3-week scope with the following 3 phases as follows - Data Exploration; Model Development and Interpretation.

Prepare a detailed approach for completing the analysis including activities – i.e. understanding the data distributions, feature engineering, data transformations, modeling, results in interpretation, and reporting. This detailed plan needs to be presented to the client to get a sign-off. Please advise what steps you would take.

Please ensure your PowerPoint presentation includes a detailed approach for our strategy behind each of the 3 phases including activities involved in each - i.e. understanding the data distributions, feature engineering, data transformations, modeling, results in interpretation, and reporting. This detailed plan needs to be presented to the client to get a sign-off.

SOLUTION

Module_2_Solution.pptx

Download PPTX • 119KB