You are to use the Customer Data set file as the basis for this assignment. Your data set contains a sample of 5,000 customers of a telecommunications company and assume that your role is that of an are an incoming marketing manager for that company. Upon your arrival you realize that little-to-no customer analytics have been done in the past and being a strong believer in evidence-based management you want to conduct a comprehensive assessment of your customer base. This would be a general overview of your customer base and the development of sound customer segmentation. As the first step in that process you are to conduct an exhaustive data due diligence, which is the focus of this assignment. More specifically, your task is to:
- Review the available data, select specific variables of interest (including justifying why those variables might be worthwhile), and group the selected variables into meaningful categories
- Identify opportunities, if any, to recode current variables or create new ones (for instance, you might want to combine variables X and Y into a single measure).You do not have to create new variables or recode the existing one, but you need to identify (in the written step-by-step delineation mentioned in the Assignments section) the variables to be recoded (and why) and propose new variables to be created.
- Detail specific step-by-step data manipulation, transformation, and analysis step to be taken making sure to justify each step/action.
- Detail specific statistical techniques to be used with each above delineated step.