Additionally, every analysis also must address these items which are unique to each case:

TiVo

$1.$ Use the dataset to create three new variables: Annual spending on electronics, Spending as a $\%$ of income,

and Purchase frequency per year.

$2.$ Using segmentation, divide the dataset into up to four mutually exclusive segments along a single basis

that you feel best supports the analysis. For example, if you decide to segment based on the variable

$$Education$,$ the Total Dataset column of the table will contain data for the entire dataset $($i$.$e$.,$ the Total

Market$),$ Segment $1$ will contain to data for $$none$,$ Segment $2$ will contain data for $$BA$,$ Segment $3$ will

contain data for $$MA$,$ and Segment $4$ will contain data for $$PhD$.$ Feel free to combine adjacent segments

$($e$.$g$.,$MA$$ and $$PhD$$ combine into one $$MA or PhD$)$ if you believe that will strengthen your analysis.

The mutually exclusive segments, when aggregated, comprise the Total Market. Typical bases of

segmentation include demographics $($e$.$g$.,$ age, annual income$)$ and behaviors $($e$.$g$.,$ average annual spend

on electronics, TV Viewing Hours$/$Day$,$ Purchasing location$).$ Segmentation is a creative process, so you

have wide latitude to segment in any way that the data allow. Explain your choice.

$3.$ Use Excel PivotTables to profile the total market and each segment per the table found in the assignment

file labeled $$TiVo Case Analysis Segment Summary Table$$ that is available in HuskyCT. In narrative form,

analyze the size and $$persona$$ of each segment based on your profiles. Highlight characteristics of each

segment that make it distinctive. Include the completed table in your submitted assignment as an

appendix.

$4.$ Rank$-$order the segments from most$-$ to least$-$attractive to TiVo and explain your reasoning.

$5.$ Share any additional insights or recommendations.