The goal of this case was to find patterns in the data that could help Red Ventures optimize customer acquisition. Consider the various segments of traffic. Which segment of traffic should receive an online cart-focused versus a phone-focused website experience? What othel interesting patterns did you discover? Telecommunications: Optimizing Customer Acquisition Red Ventures, a marketing company, has a strategic partnership with a telecommunications company that offers telephone, internet, and cable television subscriptions. One of the ways they partner is by optimizing customer acquisition through the telecommunication company's man we site. On the site, customers can purchase internet, TV, and home phone services in two different ways. The first method of ordering is through an online cart. The second option is for customers to conneet with the company through a call center sales agent. Red Ventures optimizing both ways the online catt and the sales center for the telecommunications company. Red Ventures is responsible, therefore, for Preferences for both telecommunications products and digienl engagement have been changing. While some website visitors prefer to purchase through an online cart, others prefer to transact with the help of a live sales agent. Therefore, the we wite nptimization goal is to deliver the most appropriate purchase experience to each visitor based on what is known about them and their user behavior: Since you are a marketing analyst for Red Ventures, how can you use visualization methods to find patterns in the data? Can you determine which segments of traffic should receive an online cart-focused versus a phone-focused website experience? Understanding the Business Problem Recently, the telecommunications industry has been negatively impacted by customers switching to alternative service providers for cable, hometelephone service, and internet connections. Because Red Ventures is responsible for improving telecommunications online sales, as well as those through call centers, the company is searching for ways to increase profits. Companies can acquire new customers by offering an exceptional experience. Thus, Red Ventures is focused on optimizing the customer experience when placing orders. Understanding the Dataset The next sep in the process is to understand what data is sailable for analysis. The Red Ventures ielecommunications data can be Gownloaded from the stodent's resources page. The Red Ventures dataset consints of data that has been collected ower a twoweek period, This data contains information weh as viitor information, order information, and session time that were captured through the visitor interaction with the telecommunication company's website. To get started, let's review the data ekmeuts in 9 Evhibit 420
