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Instructions Based on the overview provided in the Final Project Guidelines and Rubric document, articulate a concise business question from the scenario presented for which data mining can be used to provide insights

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Instructions

Based on the overview provided in the Final Project Guidelines and Rubric document, articulate a concise business question from the scenario presented for which data mining can be used to provide insights. The following critical elements are addressed:

Introduction: Business Problem
What is the overall business problem you are trying to solve?

Introduction: Analytic Method
What is the purpose of the analytic method/approach/strategy you are using? What type of information does it yield?

For additional details, please refer to the Final Project Milestone One Guidelines and Rubric document and the Final Project Guidelines and Rubric document.

DAT 220: Final Project Milestone One Guidelines and Rubric

Overview

Milestone One is centered on formulating sound research questions and evaluating data sources. From your assessment in Module Two of the business problem/opportunity faced by Bubba Gump, develop sound research questions that can be used in the creation of solutions to your client’s issues. There might be existing data available as well as data you might want to gather for your analysis. Develop a list of sources and types of data that you could use. Which are available now? Which are not? 

 

The scenario: Bubba Gump Shrimp Company is a successful retailer of regional food, both in its restaurants and through other retail channels. Bubba Gump began as a small, privately owned restaurant. Thanks to unexpected exposure from a blockbuster movie, Bubba Gump grew rapidly from its humble beginnings and now operates several restaurants, sells branded merchandise through an online retail site, and wholesales its branded merchandise to other retail outlets. Bubba Gump’s growth was initially very rapid in response to a strong demand and high name recognition that followed from its movie exposure. After its first few years of rapid growth, sales increased at slower rates and finally leveled off. Sales have declined in each of the last two years. 

 

Bubba Gump Shrimp Company has collected a large amount of data about its business, including restaurant point-of-sale (POS) data, web channel sales performance, customer information through restaurant loyalty programs, and customer and sales transaction data through its website and retail partners. Bubba Gump’s leadership has decided to commission an analysis of the company’s vast data assets to better understand its customers and look for ways to create new revenue growth.

 

You have been assigned to plan, conduct, and report on this data mining initiative for Bubba Gump Shrimp Company. The company data that is available to you includes Bubba Gump’s restaurant point-of-sale (cash register, credit card) data, its customer database (collected from its restaurant loyalty program and online sales channel), its web store sales transaction data, and customer and sales data from third-party retailers.

 

All of Bubba Gump’s data has recently been integrated in a data warehouse. That enterprise data warehouse was built specifically to support data mining initiatives like the one you have been assigned to conduct, by consolidating data from multiple operations and channels in one place and integrating the data across sources for a complete view of the customer experience. For the first time, Bubba Gump analysts can link sales transactions to specific customers at specific restaurants, for example. It also means that you can link customer transactions across channels; that is, for any given customer, you can link to both their restaurant purchases, their online purchases, and (in some cases) their purchases from third-party retail partners.

 

You have been selected to develop and execute the data mining analysis plan for Bubba Gump’s customer analysis project. Your project will be the first major data mining project conducted against the new Bubba Gump data warehouse. Because Bubba Gump’s data was not previously integrated in a single data warehouse, company leadership has never been able to analyze its customers across their complete experience. In other words, customer restaurant purchases, online purchases, and third-party retailer purchases could not be analyzed together previously; each channel had to be analyzed separately.

 

As a first step, a sample of 500 customers has been selected from the analytics data warehouse and given a survey in exchange for purchase credits at one of

Bubba Gump’s sales channels. The survey sample was selected from the universe of customers who have made purchases from at least one Bubba Gump outlet

 

 

 

(restaurant, web store, etc.). Responses to various customer satisfaction questions were recorded, and historical purchase information has been extracted from the data warehouse for each customer in the sample. 

 

Your task is to analyze the survey responses to understand whether there are natural “clusters” within Bubba Gump’s customer population. You are then to create a visualization of this survey data that describes Bubba Gump’s customers across any dimensions that define those subgroups. 

               

Your Assignment

Articulate a concise business question from the scenario presented above for which data mining can be used to provide insights.

 

Introduction: Business Problem

What is the overall business problem you are trying to solve?

 

Introduction: Analytic Method

What is the purpose of the analytic method/approach/strategy you are using? What type of information does it yield?

 

Guidelines

Assignment must follow these formatting guidelines: double spacing, 12-point Times New Roman font, one-inch margins, and APA citations. Page length requirements: 1–2 pages. 

 

Rubric

 

Critical Elements	Exemplary (100%)	Proficient (85%)	Needs Improvement (55%)	Not Evident (0%)	Value
Introduction: Business Problem	Meets “Proficient” criteria with relevant context into the connection to the overall business goals	Accurately and clearly articulates relevant business problem	Articulates the business problem, but may be inaccurate or unclear	Does not articulate the business problem	50
Introduction: Analytic Method	Meets “Proficient” criteria, and explanation includes cogent, relevant details to illustrate the relevance of the method to the business problem	Accurately describes the purpose and information yield of the data mining methods and tools for the given use case	Describes the purpose and information yield of the chosen analytic method, but explanation is not entirely accurate or explanation is lacking necessary detail	Does not describe the purpose and information yield of the chosen analytic method	50
				Earned Total	100%