BUS5CA Semester 2, 2020 Customer Analytics Assignment 2 Report

This report analyzes customer segmentation and profiling for Delta Bank, focusing on identifying target customers for long-term deposits. It utilizes SAS Enterprise Miner for clustering and profiling based on demographic and behavioral data. The report includes four key tasks: segmentation based on demographics, segmentation based on behavioral data, cross-cluster analysis using R to examine associations between demographic and behavioral segments, and segmentation based on combined demographic and behavioral data. The analysis involves mapping segments to Roy Morgan value segments, identifying important variables, and assessing segment differences between subscribers and non-subscribers. The report includes SAS project files, R code, and a detailed analysis of the findings, including cross-cluster associations and the relationship between segments and subscription outcomes. The goal is to provide actionable insights for marketing campaigns.