Task
Assessment Purpose
This assessment provides you the chance to demonstrate your understanding of Data Warehouse and Data Mart concepts, combined with OLAP and Data Mining.
Assessment Instructions
To complete this assessment, read the following case study then complete the tasks below.
Imagine Pty Ltd
You are employed by a major Australian supermarket/retail chain (Imagine Pty Ltd). Imagine P/L operates over 500 supermarkets and/or department stores across all states and territories.
You must describe how Imagine P/L can use its large database of transaction data to better target specific market segments or individual customers to improve sales.
Questions
1. Briefly describes what data warehouse, data mart, OLAP and Data mining technology are
2. Explains how Imagine P/L can leverage Data Warehouse/Data Mart technology in combination with OLAP and Data Mining to increase sales through targeting of specific customer groups and/or individual customers
3. Discusses how these groups will be targeted (once identified), by explaining three (3) digital marketing options such as email, voice, text, app alert, app redemption token, etc.
The report should be in MS Word format (or equivalent). For the purpose of this assessment, the following assumptions apply:
- 95% of sales are electronic (credit card/phone), 5% are cash;
- 55% of customers use a loyalty card at time of transaction;
- customers who have a loyalty card have provided credit card/phone/email details; and
- Imagine P/L has a smartphone app, which supports tokens (price discounts, etc) and alerts. 25% of customers have downloaded and use the app.
Report Structure
Your report should include the following sections:
- Introduction: Briefly explaining the purpose of the report
- Technology Options: Where you describe each type of technology
- Sales Solution: Where you explain how the options will increase sales
- Marketing Channels: Where you discuss how to reach customers
- Conclusion: Where you summarise what has been proposed
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