You are working for a grocery company, FreshCo, that wishes to segment their customers in order to target their marketing more effectively. You have been given a sample of customer data.

C11BD Big Data Analytics: Individual Coursework 2

You are working for a grocery company, FreshCo, that wishes to segment their customers in order to target their marketing more effectively. You have been given a sample of customer data.

Perform an exploratory data analysis on the data and then use k-means to produce a cluster analysis. Prepare a report documenting your methodology, results and interpretations. The report should include the following:

• Description of the data preparation (including your R code in appendix) with an exploratory data analysis noting any data quality issues and how it is managed
• Description of how the clustering is performed (including your R code in appendix)
• Results of the clustering performed visualised
• Discussion on the findings, considering the usefulness and limitations to the company

Dataset

Explore the dataset containing information about a customer subset of FreshCo. The dataset includes 2093 records/instances (each representing a customer) with seven features describing the customer. The dataset, dataset_FreshCo.csv, is provided accompanied by a text file, dataset_FreshCo_CodeBook.txt, that provides a description of each feature.

Instructions

• Complete the assignment individually.
• Your final report should be a maximum of 3,000 words. It should include an executive summary, an introduction, body, conclusion, and, if necessary, a reference list. Note that the executive summary , reference list and R code does not form part of the word count.
• Your R code should be distinguished in the text using Courier New font and provided as an appendix to the report – be sure to make use of comments.
• You need to include your certificate for completing the LinkedIn Learning course on Learning R in an appendix to the report.
• The assignment is due in Week 10 on 16^th March before 12pm (GMT) / 4pm (Dubai).

The assignment will account for 60% of your final course mark. The report will be marked according to the following criteria:

• Approach and methodology
• Analysis of data and results
• Interpretation of findings
• Appropriate professional writing and presentation style
• Certificate of LinkedIn Learning course

Supporting Resources

Refer to the prescribed textbooks, lecture slides, tutorials and LinkedIn Learning course. You are further encouraged to search through other resources as necessary.You are working for a grocery company, FreshCo, that wishes to segment their customers in order to target their marketing more effectively. You have been given a sample of customer data.