FreshDirect is an online-only grocery home delivery service. Begin this assignment by reading this brief outline of the services and background provided by FreshDirect. This presentation also contains some important information about how FreshDirect classifies its loyal customers that might be helpful for this assignment.

Then, consider this dataset. For this assignment, you are given a complete set of data with descriptions (a true luxury!). After you have reviewed this data, consider the questions from the CFO and COO. Recall that you will need to submit a one-page memo to each. A third question from the CEO follows.

1. Question from CFO:Our sales are down and we need to make more money! I am willing to invest in marketing campaigns with a couple of targeted customer populations, but am not sure how many customer segments and/or which customer segments I should select to provide the best chance at increasing our sales.Which customer segments should we select and why?
2. Question from the COO: We have a limited number of deliveries that we can make each day and I would like to understand where we should be focusing our efforts by better understanding our customers. For example, if there are certain areas in our delivery zone where a lot of our customers are located, perhaps we could come up with new delivery techniques to increase our capacity for deliveries in those zones without a lot of investment.Can you help me better understand how our customers are segmented geographically so that we can better utilize our delivery infrastructure?
3. Finally, the CEO has heard that you are doing some great work and would like a summary of the analytics you are putting together for the CFO and COO. Please provide in 300 words a brief summary of your analysis and key findings for the CEO.