Section A (100 marks)
Answer all questions in this section.
Customer churn, also known as customer turnover, occurs when customers cease using the services provided by a company. The data set “Churn_ECA.xlsx” contains information about the telephone company’s customers, including demographics, account details, subscribed services, and a binary indicator denoted as “Churn”, which indicates whether a customer has left the service within the last month. The accompanying “Glossary” sheet provides descriptions of the variables used in the dataset.
Identify one (1) business question that can be addressed by analysing the data. Elaborate on the pertinent data fields and how they can provide insights to address the question. Construct an influence chart relevant to the issue. (Max word count: 150
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Prepare a tabular summary of the dataset, indicating the data type, key attributes, summary measures, and any relevant data issues, if present. (Max word count: 150
Use visualization techniques to design a comprehensive dashboard comprising a minimum of three (3) professional graphical charts that convey valuable insights from the dataset. Attach a screenshot of each chart and the complete dashboard. Describe the process of chart and dashboard creation and how the dashboard effectively generates and communicates insights extracted from the data. (Maximum 250 words)
Develop a proposal for a business analytics solution to tackle the issue identified in Q1. It should include the discussion of at least two (2) appropriate business analytics techniques, such as spreadsheet analysis, clustering, association analysis, or predictive/prescriptive analytics. Explain how all stages of the business analytics process, except for business understanding, information search, and problem definition, are applied in this initiative.
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