You have been asked to determine what drives conversion and revenue. Before starting, you need to understand your customer and their online behavior. This will enable the Sales, Customer Service, Marketing, and IT divisions to optimize website experiences and increase company revenues.

Your marketing director sent an email asking you to analyze the online data from financial services:

Dear You,

I am sending you 52,446 records from February to June. The data consists of online activities for our financial services clients. The data represents credit cards that users have applied for and the conversion. It also includes the revenue associated with each application that is aggregated by the customer.

Please help me understand the origin of our customers. What is leading them to the site? What drives customer revenue? What drives conversion? Marketing, Sales, and IT need this information to personalize the online experience for each customer.

Thank you,

The Marketing Director

Please review the data starting on page 76 in your text and provide suggestions on how we should build our marketing campaign.

The data contains information such as how the customer came to the website, engagement with the website, and conversion information, and it can be used to optimize the end-user experience that drives revenue. To get started, review the data in Exhibit 3-5 and 3.6.

After reviewing the data, start working on the marketing campaign. Make sure you include the following:

1. Assess the importance of exploratory data analysis.

2. Define data visualization.

3. Examine the value of combining internal and external data sources for improved insight.

4. Assess key elements of data visualization that should be communicated.

5. Analyze the relationship between clicks and sales in paid search marketing.