Questions for the London Jets Case Analyze the data to answer the following questions (Download the

file LondonJets.xls, available on the course website). I. Marginal Analysis (one variable at a ti e! "lease treat each question inde"endently). #usiness custo ers constitute what "ro"ortion of custo ers in the database$ %%%%%%%%%% &ithin the "ersonal grou", what is the ratio of ale to fe ale custo ers$ %%%%%%%%%% ost recent year$ %%%%%%%%%%

&hat "ro"ortion of custo ers "urchased tic'ets in the

&hat is the average nu ber of seats "er custo er "er ga e$ %%%%%%%%%% (f we divided the database into custo ers that attended between )*+ ga es, ,*- ga es, .*/ ga es and )01 ga es, then, which grou" has the highest custo ers$ %%%%%%%%%% &hat "ro"ortion of custo ers are fan club e bers$ %%%%%%%%%%

&hat "ro"ortion of "ersonal custo ers have cars$ %%%%%%%%%% 2reate a new variable (in 2olu n 3), 4rice "er 5ic'et by dividing 5otal 6ales (7) by the "roduct of 8u ber of 9a es (() : Average 8u ber of 6eats (J). &hat is the range ( axi u and ini u ) for 4rice "er 5ic'et$ %%%%%%%%%% ;ost custo ers "ay %%%%%%%%%% "er tic'et. II. Perform RFM Analysis: (recency, frequency, onetary (total sales) analysis) as indicated on "age + of the case! ste"s for <=; are given on "age > of the case. =or each variable, recency, frequency and onetary value, "lease re e ber to sort the data on frequency fro high to low. 3se "ivot table with =requency and ;onetary value for rows and <ecency for colu n. Data field should be 2ount of 2ust(D. 5he for at for this table is shown on the next "age. 4lease "rovide a brief, ) "aragra"h worth of inter"retation for the <=; analysis ? assu e you are the consultant to London Jets! how would you ex"lain what the nu bers in the "ivot table ean ('ee" the discussion brief! each and every entry need not be ex"lained). III. Fan Club Membership Analysis: 5he case hints that the =an 2lub re"resents a "otential avenue to increase custo er retention. =ocus only on custo ers of @"ersonalA ty"e (colu n B). 2reate a "ivot table that shows nu ber of ga es (rows) against whether or not the custo er is a fan club e ber. 2hoose the "ercentage o"tion when doing the "ivot table, and ensure that colu n totals add u" to )00C for each grou". (s there a "attern regarding the nu ber of ga es attended for each grou" (non* club e bers vs. club e bers)$ Bow could this infor ation be used by London Jets to increase custo er retention$

I . Additional Analysis: (dentify one additional custo er seg ent that London Jets can target. Dou ust show the analysis and "rovide a Eustification as to why this is the seg ent to target. ;a'e your additional analysis eaningful. 6tri'e a balance between a'ing your analysis too si "listic (e.g. loo'ing at gender vs. sales) or too co "licated (e.g. generating "ivot tables that runs several "ages). 4lease describe ste"s needed for e to arrive at the sa e results you did in FG2FL. !hat to submit" Dou can "rovide answers for (. on this sheet itself. 4lease attach additional sheets in answering questions ((, ((( and (H. 8eedless to say, a lot ore can be done with this data. #ecause the obEective of our class is on data analysis, we will not get involved in the ar'eting as"ects of this case. ( a ha""y to discuss avenues for additional analysis if you are interested. Bo"efully the "oint ade via this case is how businesses use co only available software li'e FG2FL and si "le tools ("ivot tables) to "erfor rich and eaningful analysis. Bowever, doing analysis without a goal is eaningless ** there needs to be a s"ecific "ur"ose with which to conduct analysis. #e sure to identify the "ur"ose behind so e of the analysis you "erfor ed for this case.
Count of CustID F M 1 R 1 3 4 5 3 4 5 3 4 5 3 4 5 3 4 5 3000 2 3 4 5 Grand Total

1 Total 2

2 Total 3

3 Total 4

4 Total 5

5 Total Grand Total

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