need to understand this rush please HELP!

MINI CASES AND APPS

Marketing Technology EWA Bespoke Communications

In 1996, Marks & Spencer (M&S), the venerable British retailer, launched lunchtogo, an online corporate food and drink service (see www.lunchtogo-e.com/). But M&S found it difficult to develop long-term relationships with corporate clients due to the high volume of staff turnover within the organizations. So he turned to EWA Bespoke Communications, a company that uses data mining to "tell him more about his customers." EWA used propensity modeling to develop the Critical Backlog formula, which identified customers whose last order varied from their expected behavior. EWA then developed an automated system to send communications to customers who had not reordered within the maximum allowable delay period determined by the formula. Whereas most customers received email, the system highlights M&S's best corporate dining customers who should receive more personalized phone calls due to their value and importance. EWA has also

implemented information systems to improve the company's service. Knowing more about their customers paid off: within a short period, the EWA system generated over 1 million, tripling the operation's revenue and delivering a near-perfect order accuracy rate.

Please answer these two questions with the info provided before.

1. Visit EWA Bespoke Communications at www.ewa.ltd.uk/ to find out more about their customer insights services and the types of analysis carried out by this company. What is modeling propensity? Review other case studies on this website and write a brief report on how data mining technology was used to obtain customer information. (AACSB: Communication; Use of IT)

2. Describe how other organizations can benefit from these types of data mining analysis. Find examples of companies that can offer such analytics to businesses. (AACSB: Communication; Reflective Thinking)