Reference no: EM132069499

Assignment - Data Due Diligence Project:

You are to use the CustomerDataset file as the basis for this assignment. Your dataset contains a sample of 5,000 customers of a telecommunications company; assume that you are an incoming marketing manager for that company. Upon your arrival you realize that little-to- none customer analytics were done in the past, and being a strong believer in evidence-based management you want to conduct a comprehensive assessment of your customer base, which is to include a general overview of your customer base and behavioral (i.e., based on past purchases) segmentation. 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
• Conduct any required feature engineering steps, which might include recoding current variables,creating new variables (for instance, you might want to combine variables X and Y into a single measure), replacing missing values, etc.
• Provide a detailed and clear justification for each of the above feature engineering actions - for instance, if you chose to recode variable X - why was that necessary, and what were the old values recoded into.

Keeping in the informational goal noted above, conduct the requisite statistical analyses, and summarize the key findings.