July 2021: The telco market in Singapore is intensely competitive. With the entrance of new digital only operators, the full-service incumbents are feeling the pressure. With a falling average revenue per user (ARPU) due to competition, Tammy, the product manager of one of the incumbent telcos is thinking to offer a new plan in Q4 of 2021. The idea is to bundle unlimited outgoing local calls with unlimited data and then promote it to customers to prevent them from churning.

Your task

Based on the background, discuss among your group:

• What is the business problem?
• Propose to use one data mining technique. What is the data mining objective of this technique?
• Describe how the proposed technique can help solve the business problem, and what kind of data is required