Analysis of the customer base composition and spill overs (social effects) across segments using a closed ended criteria table Do you want to increase retention or frequency of play or both Is the current split of Othellonia's customer base (3 , 16 and 81 heavy, moderate light, respectively ideal If not, what do you think the ideal composition of the customer base be Which customers have the greatest potential and why Your analysis must include the following considerations Why would you want light users in your customer base Which segment has higher social need and higher social influence What do you learn from your analysis to impact your alternatives and recommendations Othellonia Growing a mobile game case study

Question: Analysis of the customer base composition and spill-overs (social effects) across segments using a closed-ended criteria table Do you want to increase retention or frequency

Analysis of the customer base composition and spill-overs (social effects) across segments using a closed-ended criteria table

Do you want to increase retention or frequency of play or both?
Is the current split of Othellonia's customer base (3%, 16% and 81% heavy, moderate & light, respectively ideal? If not, what do you think the "ideal" composition of the customer base be?
Which customers have the greatest potential and why?

Your analysis must include the following considerations:
Why would you want light users in your customer base?
Which segment has higher social need and higher social influence?
What do you learn from your analysis to impact your alternatives and recommendations?

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