The Laughing Mandarin Restaurant chain wants to deploy an information system to perform marketing-oriented business analytics.

Multiple acquisitions by the company (The Great Wall, Mai-Thai Specialty Restaurants and The Cantonese Chopsticks), has resulted in a consolidation that fails to recognize a customer in a different segments, as the same customer. As a result, redundant marketing campaigns and duplicate mass mailings intended to cross-sell services to existing customers have unintentionally damaged customer good will resulting in a waste of hundreds of thousands of rupees on ineffective marketing.

Answer the Questions in the TEXT BOX Only:

1. Identify some of the data generated in LMR, and classify the data into Structured, Semi-structured & Un-structured. [10 Marks]

2. Discuss how you would use Descriptive, Predictive and Prescriptive analytics in the above scenario to recognize customer segments, with predictable impact on profitability. [10 Marks]