I do not understand how to complete this project please help!!!

You've been given a project to solicit recent travelers to enroll into the Emirates Airlines Business rewards program. Assume these travelers work for companies already registered into Business Rewards program but the travelers have not individually enrolled. Emirates research shows travelers enrolled into the rewards program yield higher levels of revenue compared to those that haven't enrolled. Your marketing manager requested from the database team a random and representative sample file (see below; first tab of excel file) of travelers that have taken at least 1 flight in the last 12-months, to solicit for enrollment into the rewards program. The file contains 1,000 records and breaks out their business and leisure flights and revenue over the last 3 years. The file also provides their most recent flight date. Destination and arrival data are not given. As a team, please analyze the file and segment this random file into distinct groups. Your segmentation scheme may combine any of the variables provided. Once complete your team is required to present findings to the Chief Marketing Officer (me) for goo- go approval. Your presentation should consist of the following: 1. A title page with team members listed 2. 1-3 slides on the global airline market; including any top level data and industry trends. You may also reference competitors cited in the project background. 3.1-3 slides on how you conducted your analysis; any techniques used such as cross-tabulations, logic counter variables, etc., to summarize the data 4.1-3 slides on your segmentation scheme including high, medium, and low value customers 5. 1-3 slides on your marketing plan on how you will solicit the target audience (assume all direct mail and email addresses are valid and accurate) 6.1-3 slides on the call-to-action(s); what actions are you asking the target audience to do; how will you get them to enroll? 7 1.2 clides on how you will monitor and mercure the nerformance of the marketing plan 7.1-3 slides on how you will monitor and measure the performance of the marketing plan. 8. 1-3 slides on how you would calculate ROI for the first year, based on assumptions in the below chart. Please also project your findings on a house file of 100,000 names. Type of Solicitation* Cost to Solicit Traditional Response Rate Direct Mail $6.00 5.0% Email $1.00 1.0% % of new enrollees that fly within 1 year 75% Enrollment profit lift (vs non-enrollees) $200.00 *Corporate guidelines state customers can only be solicited once every 6 months Scoring Criteria . Each member of the team should verbally present a portion of the presentation Presentation should not exceed 20 minutes running time Use of images, charts, external data, and handouts are encouraged to enhance your presentation but not required . Course Last_Fight_Date_12mo 7/23/2016 17/17/200 10/14/2015 7/3/2016 1/16/2016 6/16/2016 7/26/2015 10/27/2013 9/14/2016 7/20/2016 2/3/2016 3/1/2016 3/2/2016 6/14/2016 1/3/2016 20/2016 2015 2016 Passenger ID Tote Basic Rights Toure_Rights Business Total Revenue Leisure_ Total Revenue 6 os 60.0005 2 Z 25 20,000 $ 3,000 3 6 25 50,000 $ 3,000 D ds 30,000S 5 25 30,000S 1300 6 0 45 S 6.000 7 E Cs BO,000 15 B 3 215 30.000 5 3,000 9 3 25 20.000 15 3,000 10 7 35 70.000 5 4,300 11 35 60.000 5 4.300 12 Z 25 20.0005 3,000 13 7 A5 70.000 15 1.300 14 7 25 70.000 5 3,000 05 40.0005 16 05 5 17 2 35 30.000 4 300 18 3 015 30.0005 19 7 70,000 3,000 20 13 200005 1300 23 315 30,000 5 22 5 50.000 5 BO ODOS 3,000 23 20.0005 6,000 25 115 90.000 $ 1300 26 300 27 SIS 10.000 4300 28 4.300 29 70,000 3.000 20 10 DOO 1300 3 4300 32 3.000 300 BA 5 5.000 5 30 000 $ 3.000 26 GE 10.000 37 ES 20.000 $ 4.300 BE 5 70.000 $ 1.300 DO 0005 $300 10 000 1.000 10.000 3 4900 HC 30.000 $ 4500 43 90 000 3 3.000 OS 20.0005 Segment Business Leisure Business Business Business Leisure Business Business Leisure Business Business Leisure Business Business Leisure Leisure Business Business Business Leisure Leisure Business Business Leisure Business Business leisure Business Business Le sure Le sue Leisure Business Le sure Business Business 3/13/2016 9/20/2016 4/3/2016 4/9/2016 11/9/2015 31/12/2016 13, 2018 715 2016 1, 222018 10 2016 15/2016 5/2013 1018 20.3 2018 Business Business unes -Sure LESTE 2010 Lee 03 . 10 20.000 30.000 3 PO.000 10.000 s 24 4 47 49 DS als 15 20,000 10.000 2 1 CO 1 . 40 15 91 32 1 4/4/2010 9/2/2016 4/1/2010 1/6/2010 27/01/2018 12/23/2015 10/23/2015 2/11/2010 11/20/2013 4/1/2010 1/11/2010 11/19/2015 11/2010 11/4/2010 7/9/2010 1/22/2010 1 25 20 13 23 10.000 10.000 10.000 10,000 30.000 70.0003 SS 50 UNIUN 4,300 Business 4.300 Business 1,000 Lalaure 1300 Lelun 4.900 Leloure 0,000 LOGUN 1.900 Leloure 1.000 Lalu 3,000 Bulness 1.000 Bullness 1300 Business 1,000 Busines 4,300 Business 4,300 Bulness 1,000 Loliure 1,000 Business 6,000 Loliure Business 0,000 Loliure 1,000 Lalaura 1,000 Buninen 4,300 Laliure 4.900 Lalaura 1.300 Laliure 4,300 Loliure 5 IC 00 90 3 3 000 0 80 01 20 20 als OTOP/OT/ 1 30 0 0.0000 10.000 60,000 10,000 0 P0.000 20 21 4 9/13/2010 9/14/1010 1/3/2010 6/29/2010 2/28/2010 1/9/2010 4/6/2010 69 TE 90 DO $ 3 DTOUT OD 70 SI 12 LYFTOVINO 14 22 20 20 20 20 7 20.000 3 10,000 10.000 . 40.0000 70,0000 10.000 10.000 10.000 40,000 $ 70 000 0.000 Leitura 1900 LO QURON INI,000 uninen 2.000 eura 74 7/11/2010 2/10/2016 1/19/2020 1/1/2015 4/10/2010 4/17/2016 10/2010 1/4/2010 9/1/2014 12/24/2013 73 70 OT TUTDU DOGTALAREIRA CD 21 Businen 4500 un LALALALI 000 MMA LUI 14 TE 2 10 DO 000 og THE DB STOR/ETATE DTOL/SE/S 09 70,000.00 Business 40.000 20,000 LTL4.500 ELOTIUTO HEDULELIAN OOGP 20 $10 18 25 410 DIORARNET DOO LEE DOFOLLOW 000 PARA 000 EUR 8/20/2016 11/22/2013 1/15/2016 1/24/2014 12/27/2015 SB 19 25 9 9 STORE/T SIE 6 08 PL 20 000 $ 10.000 90.000 $ 90.000 10,000 50.000 IS 20.000$ 49.000 6 90.000 3 90,000 30.00015 20.0303 70.000 13 0.000 $20.000 90,000 20.000 10.000 25 000 I EG 16 a 18 BETRIE 1.000 Business BAGERI 300 Business 1.2001. Leisur 3.000 Lusiness 4200 Leisure 0,900 Seisure Business 2.000 Business BUEN 2001 Business Business 3,000 iness 9000Leisure LE3.000 Business 4.500 Business ter 99 QOGETTI 5/2016 9/30/2016 12/4/2013 12/27/2036 3/4311016 7/25/2016 10714/2015 40/28/2013 26/29/2013 12/30/2015 29/2015 22/2010 2/23/2015 5/23/2015 al $1 -6 26 06 SELOOS 100 TOT 100003 Type of Solicitation Cost to Solicit Response Rate Direct Mail Email $6.00 $1.00 5.0% 1.0% % of new enrollees that fly within 1 year Enrollment profit lift 75% $ 200 You've been given a project to solicit recent travelers to enroll into the Emirates Airlines Business rewards program. Assume these travelers work for companies already registered into Business Rewards program but the travelers have not individually enrolled. Emirates research shows travelers enrolled into the rewards program yield higher levels of revenue compared to those that haven't enrolled. Your marketing manager requested from the database team a random and representative sample file (see below; first tab of excel file) of travelers that have taken at least 1 flight in the last 12-months, to solicit for enrollment into the rewards program. The file contains 1,000 records and breaks out their business and leisure flights and revenue over the last 3 years. The file also provides their most recent flight date. Destination and arrival data are not given. As a team, please analyze the file and segment this random file into distinct groups. Your segmentation scheme may combine any of the variables provided. Once complete your team is required to present findings to the Chief Marketing Officer (me) for goo- go approval. Your presentation should consist of the following: 1. A title page with team members listed 2. 1-3 slides on the global airline market; including any top level data and industry trends. You may also reference competitors cited in the project background. 3.1-3 slides on how you conducted your analysis; any techniques used such as cross-tabulations, logic counter variables, etc., to summarize the data 4.1-3 slides on your segmentation scheme including high, medium, and low value customers 5. 1-3 slides on your marketing plan on how you will solicit the target audience (assume all direct mail and email addresses are valid and accurate) 6.1-3 slides on the call-to-action(s); what actions are you asking the target audience to do; how will you get them to enroll? 7 1.2 clides on how you will monitor and mercure the nerformance of the marketing plan 7.1-3 slides on how you will monitor and measure the performance of the marketing plan. 8. 1-3 slides on how you would calculate ROI for the first year, based on assumptions in the below chart. Please also project your findings on a house file of 100,000 names. Type of Solicitation* Cost to Solicit Traditional Response Rate Direct Mail $6.00 5.0% Email $1.00 1.0% % of new enrollees that fly within 1 year 75% Enrollment profit lift (vs non-enrollees) $200.00 *Corporate guidelines state customers can only be solicited once every 6 months Scoring Criteria . Each member of the team should verbally present a portion of the presentation Presentation should not exceed 20 minutes running time Use of images, charts, external data, and handouts are encouraged to enhance your presentation but not required . Course Last_Fight_Date_12mo 7/23/2016 17/17/200 10/14/2015 7/3/2016 1/16/2016 6/16/2016 7/26/2015 10/27/2013 9/14/2016 7/20/2016 2/3/2016 3/1/2016 3/2/2016 6/14/2016 1/3/2016 20/2016 2015 2016 Passenger ID Tote Basic Rights Toure_Rights Business Total Revenue Leisure_ Total Revenue 6 os 60.0005 2 Z 25 20,000 $ 3,000 3 6 25 50,000 $ 3,000 D ds 30,000S 5 25 30,000S 1300 6 0 45 S 6.000 7 E Cs BO,000 15 B 3 215 30.000 5 3,000 9 3 25 20.000 15 3,000 10 7 35 70.000 5 4,300 11 35 60.000 5 4.300 12 Z 25 20.0005 3,000 13 7 A5 70.000 15 1.300 14 7 25 70.000 5 3,000 05 40.0005 16 05 5 17 2 35 30.000 4 300 18 3 015 30.0005 19 7 70,000 3,000 20 13 200005 1300 23 315 30,000 5 22 5 50.000 5 BO ODOS 3,000 23 20.0005 6,000 25 115 90.000 $ 1300 26 300 27 SIS 10.000 4300 28 4.300 29 70,000 3.000 20 10 DOO 1300 3 4300 32 3.000 300 BA 5 5.000 5 30 000 $ 3.000 26 GE 10.000 37 ES 20.000 $ 4.300 BE 5 70.000 $ 1.300 DO 0005 $300 10 000 1.000 10.000 3 4900 HC 30.000 $ 4500 43 90 000 3 3.000 OS 20.0005 Segment Business Leisure Business Business Business Leisure Business Business Leisure Business Business Leisure Business Business Leisure Leisure Business Business Business Leisure Leisure Business Business Leisure Business Business leisure Business Business Le sure Le sue Leisure Business Le sure Business Business 3/13/2016 9/20/2016 4/3/2016 4/9/2016 11/9/2015 31/12/2016 13, 2018 715 2016 1, 222018 10 2016 15/2016 5/2013 1018 20.3 2018 Business Business unes -Sure LESTE 2010 Lee 03 . 10 20.000 30.000 3 PO.000 10.000 s 24 4 47 49 DS als 15 20,000 10.000 2 1 CO 1 . 40 15 91 32 1 4/4/2010 9/2/2016 4/1/2010 1/6/2010 27/01/2018 12/23/2015 10/23/2015 2/11/2010 11/20/2013 4/1/2010 1/11/2010 11/19/2015 11/2010 11/4/2010 7/9/2010 1/22/2010 1 25 20 13 23 10.000 10.000 10.000 10,000 30.000 70.0003 SS 50 UNIUN 4,300 Business 4.300 Business 1,000 Lalaure 1300 Lelun 4.900 Leloure 0,000 LOGUN 1.900 Leloure 1.000 Lalu 3,000 Bulness 1.000 Bullness 1300 Business 1,000 Busines 4,300 Business 4,300 Bulness 1,000 Loliure 1,000 Business 6,000 Loliure Business 0,000 Loliure 1,000 Lalaura 1,000 Buninen 4,300 Laliure 4.900 Lalaura 1.300 Laliure 4,300 Loliure 5 IC 00 90 3 3 000 0 80 01 20 20 als OTOP/OT/ 1 30 0 0.0000 10.000 60,000 10,000 0 P0.000 20 21 4 9/13/2010 9/14/1010 1/3/2010 6/29/2010 2/28/2010 1/9/2010 4/6/2010 69 TE 90 DO $ 3 DTOUT OD 70 SI 12 LYFTOVINO 14 22 20 20 20 20 7 20.000 3 10,000 10.000 . 40.0000 70,0000 10.000 10.000 10.000 40,000 $ 70 000 0.000 Leitura 1900 LO QURON INI,000 uninen 2.000 eura 74 7/11/2010 2/10/2016 1/19/2020 1/1/2015 4/10/2010 4/17/2016 10/2010 1/4/2010 9/1/2014 12/24/2013 73 70 OT TUTDU DOGTALAREIRA CD 21 Businen 4500 un LALALALI 000 MMA LUI 14 TE 2 10 DO 000 og THE DB STOR/ETATE DTOL/SE/S 09 70,000.00 Business 40.000 20,000 LTL4.500 ELOTIUTO HEDULELIAN OOGP 20 $10 18 25 410 DIORARNET DOO LEE DOFOLLOW 000 PARA 000 EUR 8/20/2016 11/22/2013 1/15/2016 1/24/2014 12/27/2015 SB 19 25 9 9 STORE/T SIE 6 08 PL 20 000 $ 10.000 90.000 $ 90.000 10,000 50.000 IS 20.000$ 49.000 6 90.000 3 90,000 30.00015 20.0303 70.000 13 0.000 $20.000 90,000 20.000 10.000 25 000 I EG 16 a 18 BETRIE 1.000 Business BAGERI 300 Business 1.2001. Leisur 3.000 Lusiness 4200 Leisure 0,900 Seisure Business 2.000 Business BUEN 2001 Business Business 3,000 iness 9000Leisure LE3.000 Business 4.500 Business ter 99 QOGETTI 5/2016 9/30/2016 12/4/2013 12/27/2036 3/4311016 7/25/2016 10714/2015 40/28/2013 26/29/2013 12/30/2015 29/2015 22/2010 2/23/2015 5/23/2015 al $1 -6 26 06 SELOOS 100 TOT 100003 Type of Solicitation Cost to Solicit Response Rate Direct Mail Email $6.00 $1.00 5.0% 1.0% % of new enrollees that fly within 1 year Enrollment profit lift 75% $ 200