Data Technology

Choose the data technology (Q, H, U, or S) that is most appropriate for each of the following business questions/scenarios and briefly explain your reasoning .

Q – Database Querying

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H – Statistical Hypothesis Testing

U – Unsupervised Data Mining

S – Supervised Data Mining

A) I want to know which of my current customers have spent the most money on my products over the last six months.

B) I need to get data on all my on-line customers who were emailed a special offer last month, including their registration data, all their past purchases, and whether they purchased the product from the special offer in the 15 days following receiving the email.

C) I would like to segment my customers into groups based on their demographics and prior purchase activity. I am not focusing on predicting anything but would like to generate ideas.

D) I have a budget to target 10,000 existing customers with a special offer. I would like to identify those customers most likely to respond to the special offer.

E) I want to know what characteristics differentiate my most profitable customers.

F) A new model to find customers to target with online advertising yields a response rate of 0.5%, while the old targeting model yielded a 0.3% response rate. I want to know if the response rate of the new model is measurably better than that of the old model.


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