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This question will be sent to your instructor for grading. Logan, director of marketing technology at Martin Resorts, Inc., and Donald Mayer, the lead strategic analyst for Martin Resorts, are soliciting your input for their CRM strategic initiative. vital information such as which customers are golfing and staying at the hotel or which customers are staying at the hotel and not golfing. spa treatment as well, and even if he would like the same masseuse that he had on his prior trip.

Martin Resorts is excited about the possibility of taking advantage of customer segmentation and CRM strategies to help increase its business. accessed from all of its systems either daily, weekly, monthly, or once or twice per year. Analyze the sample data in AYK$23\_$Data.xlsx for the following: Martin Resorts' business.

$2$ Review the data that David and Donald are working with from the data warehouse in the data file AYK$23\_$Data.xIsx. anticipate and the strategies it can use to help avoid such issues.

b$.$ Determine who are Martin Resorts' best customers, and provide examples of the types of marketing campaigns the company should offer these valuable customers.

c$.$ Prepare a report that summarizes the benefits Martin Resorts can receive from using business intelligence to mine the data warehouse. Include a financial analysis of the costs and benefits. Please use excel functions to explain how to do this.