For this assignment, you will demonstrate your developing understanding of analytics that might be used within a marketing analytics function. Remember: each of the frameworks that you are learning in this course is just one lens in an organization. That means you will also need to think about how this data lives at the intersection of the marketing department and the finance department.
Below, imagine you are an analyst at FreshDirect and as a result of your terrific work in the past, the Chief Financial Officer (CFO) Chief Operating Officer (COO) and the Chief Marketing Officer (CMO) of the organization need you to help them with customer segmentation.
In addition to what will be covered in the live session, please review this material as wellLinks to an external site..
FreshDirect is an online-only grocery home delivery service. Begin this assignment by reading this brief outline of the services and background provided by FreshDirect. This presentation also contains some important information about how FreshDirect classifies its loyal customers that might be helpful for this assignment.
FreshDirect Background InformationDownload FreshDirect Background Information
Then, consider this dataset. For this assignment, you are given a complete set of data with descriptions . After you have reviewed this data, consider the questions from the CFO, COO and CMO.
FreshDirect Data Set and DescriptionsDownload FreshDirect Data Set and Descriptions
1.Question from CFO: The CFO asserts that we could increase revenue the most by focusing on every three week shopper loyalty segment.
1.Question from the COO: The COO is concerned about the utilization of the delivery infrastructure. He wants to know when the infrastructure is least used in Queens so FreshDirect could make promotional orders to customers to increase the number of orders.
1.Question from the CMO: The CMO believes that offering a discount will increase the sales of a segment to match the average sales of FreshDirect’s best customers in the same segment. She wants to offer a one week, 10% discount on dairy as one of the most frequently purchased item categories.
This assignment is assessed based on your ability to understand customer segmentation and the sales funnel. This includes considering and justifying how your market segmentation should be considered and how marketing effectiveness can be assessed. You will be assessed based on the accuracy of your answers.
Craft your answers as if you were communicating your insights to the CFO, COO and CMO, and make your answers easy to understand for non-technical leaders. Do not include programming code or tables. You are welcome to practice analytical techniques that you are learning in Frameworks and Methods, but you are not required to do so as part of this assignment. All the questions can be addressed by using pivot tables in Excel
