Case Study Title: "Optimizing Customer Segmentation for E$-$Commerce Platform"

Instructions:

You are a business analyst working for a fast$-$growing e$-$commerce platform. The company is looking

to improve its marketing strategies by refining customer segmentation. The goal is to increase

customer retention, enhance personalized marketing efforts, and ultimately boost sales.

Task:

Customer Segmentation Theory: Provide a concise overview of customer segmentation and its

importance in targeted marketing.

Data Utilization: Explain how the company can use existing data to better understand customer

behaviour and preferences.

Theoretical Marketing Strategies: Suggest theoretical strategies $($e$.$g$.,$ RFM Analysis,

Behavioural Clustering$)$ for targeting specific customer segments.

Expected Benefits: Describe the potential benefits of implementing these theoretical strategies,

such as increased customer retention and higher ROI.

Monitoring and Adaptation: Outline how the company can monitor the performance of these

strategies and adapt them over time.Customers will appreciate the relevance of marketing messages and product recommendations, leading to improved user satisfaction and trust.