Analyzing Café and developing Marketing Strategies

Using the Café data provided, you need to conduct market basket analysis, cluster analysis, and
classification analysis. Through these analyses, you need to provide reports for insightful marketing
strategies to improve sales.
Your write up will be assessed based on the following:
• The analysis is complete; that is, you need to try many different variable combinations to get
useful results. Also, you may change several conditions. For example, you may change the
number of clusters to get better results.
• Your write up is professionally written, organized, and to the point. (Memo style cover letter &
Report. Reporting to CEO)
• Discoveries are presented in an easy-to-understand format; e.g. tables, visualization, etc.
• Your recommendations are supported by results.
• Cover letter: 1 page
• Length of the report will be maximum 5 pages including graph, tables, etc.
• Appendix: You may have appendix for any supporting materials. SAP Predictive Analytics
and/or IBM SPSS Modeler screen captures must be appended at the end of the report in
appendix section.
• Suggested formats
o Memo (Cover letter)
o Title
o Introduction
o Analysis and Results
o Recommendations
o Summary
o Appendix