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1:33хDATA4700_T2_2021_…@ ☺KAssessment 1 InformationSubject Code:Subject Name:Assessment Title:AssessmentType:Word Count:Weighting:Total Marks:Submission:Due Date:DATA4700Digital Marketing and Competitive AdvantageCustomer Analytics Case StudyIndividual Case Study + Statement of Intent1200 Words(+/-10%)15 %15Turnitin22PITALUYour Taskyou cho.The busin question you are to address is: Which of the customers in your da base wille to engage with to increase revenue or reduce churn, and how will youacconish this goal?The ataset containing information about customers’ purchasing history can be acceed atthe bllowing link: https://www.kaggle.com/yeanzc/telco-customer-churn-ibm-datasetYo will analyse the data to create a market segmentation of your customer base (Topic!)Y I will need to justify the segments that you have created (Topic 1)YC will choose one segment to target, giving thought to RFM Analysis and CustomerLife ne Value (Topic 4)You w.. vidermenda ons on how best to engage with the tar stomer gmentthat you have chosen (Topics and 3)You will write a short statemen of intent which addresses: (1) who our target audience is forthe report and (2) what techniqu s have you used to connect with nat audience and improvethe readability of your report fort at audience…Assessment Description.An individual report of 1000 words (+/- 10%)A 200 word statement of intent (see instructions above).Analysis of a provided datasetBased on the analysis, write a report justifying how the customer segmentation was done, which onecustomer segment to target, and how to engage best with that target segmentLearning outcomes: LO1, LO2, LO4..Assessment InstructionsYour report should have the following headings and address the topics below:Page 1Kaplan Business School Assessment OutlineK
Introduction: A brief ohat you are conducting

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