A movie theater chain offers a subscription service where members pay for movies and concessions using a special member's card. Data analyzed from the last year reveals patterns of how often members see movies, what times of day are most popular, and even predicts the types of movies and showing times most likely to result in a purchase of popcorn or candy at the concession stand. To maximize customer engagement and membership retention, the movie theater chain could use this data to _______. improve efficiency for members perform sentiment analysis of members personalize rewards for members increase attribution of members increase member churn Assessment