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An Analysis of Ecb

In: Business and Management

Submitted By camel
Words 517
Pages 3
This customer data file is for 60,000 customer records in the restaurant category.

Clean up the data: As with most customer data files, there is incomplete information. Address how you handle incomplete data. (I suggest completely eliminating records in Acquisition Channel with “NULL” or “Uncategorized”.)

Also eliminate any records with blank in Ethnicity. Note in Ethnicity African-Americans is also coded as Afr. Am. so these two should be combined. In Age of Kids there are cells coded as Pre-teen &? I suggest combining with “Age Mix” or “Preteen & Teenagers”. After cleaning up the file, we are left with 26,352 records which should still be an adequate sample size.)

Questions for analysis:

1. Calculate the profitability of each customer. Assume the average Cost of Goods Sold (COGS) for all vouchers (with promotional discounts factored in) is 20% of the total revenue. Assume the average one-time Cost per Acquisition (CPA) for each channel is: $12 for Advertising, $10 for Affiliate, $5 for Email, $8 for ILS, $7 for Paid Search and $5 for Social Media. Assume there are no additional costs. You may find the Excel VLOOKUP function helpful for this (https://support.office.com/en-sg/article/VLOOKUP-function-0bbc8083-26fe-4963-8ab8-93a18ad188a1). 2. What does the “average” ECB.com customer look like? Is the “average” customer desirable or undesirable? Why? 3. Describe each segment (new, engaged, lapsed, inactive). How much revenue does each segment produce? What are the behavior patterns of the customers in each segment? How different are the segments from each other? 4. Find one vendor that provides data to enhance customer files. Indicate the source of your information. Describe what additional data would be useful to append to ECB.com’s customer file and why you think this information would be helpful. 5. Segment the customers...

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