Marketing Assignment Individual Report – Marketing Analytics–Driven Customer Insights and Product Expansion Strategy for TeleMarket

Marketing Assessment

TeleMarket is a small (fictitious) telecommunications company operating in the U.S. The company is relatively successful but wishes to grow and diversify further in the future. It has some ideas for further development and hopes to use the power of marketing analytics to see some of them come to fruition. Some of these include the development of a new credit card built into a phone app, a new loan business, with loans assessed and delivered via a mobile phone app, and car insurance.

You have been tasked with developing marketing analytics projects to aid in future decisions about the company. You cannot do everything, so you must be selective about the project, techniques, and data.

The data set TeleMarket.sav is available on KEATS. The data set includes a representative sample of 4500 customers (N.B. only a subset in order for all students to be able to complete this assignment on their own computers).

The data set (much of this is compiled from third-party providers) includes information collected on the characteristics of customers, aspects of their consumer and lifestyle behaviour, financial behaviour, telecommunications product purchases, other products purchased, and details on responses to three recent marketing campaigns. There are many variables, and part of the challenge will be to identify which variables are most beneficial for your analysis.

There may be many research topics that you can explore. The following are only a few examples, and you are encouraged to explore other creative ideas:

• Who are TeleMarket’s most valuable customers?
• Which customers are leaving TeleMarket and why?
• To which customers should TeleMarket consider providing loans?
• To which customers should TeleMarket consider providing mobile credit cards?
• To which customers should TeleMarket consider providing car insurance?
• Given TeleMarket’s limited resources, which of the three product offers should TeleMarket rollout to their complete customer base?
• Identify factors related to product offer response

Individual Report Assignment Details

You will follow your proposal to perform the analyses and write a report (<2,500 words, double spaced, Times New Roman 12-points) in the style of a report aimed at senior managers.

Your report will consist of the following:

Executive Summary – One-page, a non-technical summary of key points of your entire report.

Introduction – Describe your topic and explain why it is important.

Methodologies – Describe the data used (e.g., including how you pre-process the data, recode some variables if any, select specific samples) and the techniques used (e.g., why uses some methods over the others, their relative advantages, and disadvantages).

Results & Limitations – Summarize your findings. You may have run many analyses, but you should report only those findings that are relevant and meaningful to your topic and the recommendations you are making. You must indicate, where appropriate, whether your findings are statistically significant. Add tables & figures if they help to illustrate your results. Note any limitations that you are not able to address in the report.

Business implications – Based on your findings, discuss the business implications and recommendations.

Indicative Structure

• Title Page – Not included in the word count.
• Executive Summary – Approx. 150 words
• Introduction – Approx. 300 words
• Methodologies – Approx. 700 words
• Results & Limitations – Approx. 900 words
• Business Implications – Approx. 450 words
• Reference List – Not included in the word count.
• Appendix: SPSS, Excel, or R outputs – Not included in the word count.

Marking Criteria

Your report will be evaluated in terms of:

(1) idea, method, and research design;

(2) quality of data analysis and interpretation of results;

(3) quality of business implications; and

(4) clarity and readability of the report.

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