Q3: Evaluating customer data. (20 points) ABC Financial Services offers a niche insurance product to customers. Founded in 1975, ABC was the first to offer this specific insurance product. For many years, the firm enjoyed profitable customer acquisition and market growth. It still remains among the top two firms in this $1 billion industry. At the same time, three new firms recently entered the market to offer the same niche product. As other forms position to convert ABC's customers and erode its market share, ABC aims to expand its customer base and adopted an aggressive growth strategy To acquire new customers, ABC uses a combination of digital and traditional media to share its message with as many people as possible. This broad focus generates top-of-funnel leads at a low cost per lead, but the leads are often low quality. As a result, conversion rates and customer acquisition growth lag behind the targets established by ABC's leadership. ABC must refine its marketing and acquisition strategy to remain competitive. To segment current customers in its database, ABC uses two key metrics - customer lifetime and profitability. This segmentation strategy is useful for highlighting which customers are most profitable at any given moment in time. However, there are some significant problems with this approach to the database, and ABC recognizes those limitations. To truly understand its own customers and target new ones, the firm's segmentation strategy must evolve. To address these challenges and growth objectives, ABC Financial Services engaged Premier Digital, a digital marketing strategy and analytics agency to provide insight. After assessing ABC's situation, Premier recommended that the firm expand the attributes in its customer database. This database development will provide ABC with the opportunity to create rich, dynamic customer profiles, allowing ABC to better communicate to current and prospective customers. Use the data to identify ABC's best customer segments. Use Excel Pivot tables or Tableau (if you have access) to analyze the customer data and identify ABC's best customer segments. In To address these challenges and growth objectives, ABC Financial Services engaged Premier Digital, a digital marketing strategy and analytics agency to provide insight. After assessing ABC's situation, Premier recommended that the firm expand the attributes in its customer database. This database development will provide ABC with the opportunity to create rich, dynamic customer profiles, allowing ABC to better communicate to current and prospective customers. Use the data to identify ABC's best customer segments. Use Excel Pivot tables or Tableau (if you have access) to analyze the customer data and identify ABC's best customer segments. In your assignment submission, describe the segment based on your findings and upload the accompanying data analysis that you conducted (excel, tableau, etc.) For full points, you'll need to include the analytical work
