Case Study

Client:

Charter Communications

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Challenge:

The client needed to move beyond a one-size-fits-all marketing approach and gain a deeper understanding of its customer base. The goal was to identify distinct customer segments and their unique behaviors to inform a more personalized and effective marketing strategy.

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Solution:

We conducted a comprehensive data analysis using RStudio, with a focus on visualizing key customer attributes to uncover actionable insights. The analysis centered on understanding demographic and behavioral patterns related to gender, internet service, payment methods, contract types, and billing preferences.

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Results:

The analysis provided a clear, data-backed understanding of the customer base, revealing several key actionable insights:

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• Targeted Promotions: The high preference for Fiber Optic internet service indicates that this customer segment values speed and reliability. Marketing campaigns can be tailored to highlight the speed and efficiency of the client's online services, knowing this resonates with the majority of the audience.

• Payment Optimization: With electronic checks being the most popular payment method, the business can promote this option more prominently during checkout to streamline the purchase process and reduce cart abandonment2.

• Flexibility in Contracts: The overwhelming preference for month-to-month contracts suggests that customers prioritize flexibility. To encourage longer commitments, the business can offer targeted incentives, such as discounts or exclusive perks, for customers who switch to one or two-year plans.

• Digital Communication: The data shows a strong preference for paperless billing. The business can leverage this trend by investing in digital communication channels and further promoting paperless options to reduce costs and align with customer preferences.

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Conclusion:

This project successfully transformed raw data into a strategic roadmap for the client's marketing efforts. By understanding customer preferences for things like internet service, payment methods, and contract terms, the business can develop more personalized and effective campaigns. These insights empower the client to optimize their marketing budget, improve customer retention, and ultimately drive significant growth.