analysis of the customer base composition and spill-overs (social effects) across segments using a closed-ended criteria table

• Do you want to increase retention or frequency of play or both?
• Is the current split of Othellonia's customer base (3%, 16% and 81% heavy, moderate & light, respectively ideal? If not, what do you think the "ideal" composition of the customer base be?
• Which customers have the greatest potential and why?
• Your analysis must include the following considerations:
• Why would you want light users in your customer base?
• Which segment has higher social need and higher social influence?
• What do you learn from your analysis to impact your alternatives and recommendations?