Our Imaginary Enterprise:
Wonderful Wines of the World
Wonderful Wines of the World ( entanglement) is a 7-year-old enterprise that seeks out thin, unique wineries around the world and brings their wines to its customers. Its committal is to delight its customers with healthy-made, unique, and interesting wines that would never travel far beyond their points of origin.
WWW sells wines through catalogs and a web site, and ten sm whole stores in major cities around the USA. Customers can purchase at the stores, by telephone (after looking at the catalog), or on the web site. Several hundred selections are available in each new catalog, direct every 6 weeks.
through aggressive promotion in wine and food magazines, WWW now has 350,000 customers in its database. Most customers are highly knotty in wine, entertain frequently, and have sufficient money to procure their passion for wine. WWW sometimes offers wine accessories as well wine racks, cork extractors, etc.
WWW is trying to make expend of the database it started nearly 4 years ago. So far, it has simply mass-marketed everything. tout ensemble customers get the catalog, and there are no loyalty programs or attempts to identify target markets for cross-selling opportunities. Now, WWW wants to get smart about its database, and start differentiating customers, and developing more focused programs.
WWW has provided dickens random samples of 10,000 people each from its active database. These are all customers who have purchased something from WWW in the past 18 months (after 18 months with no purchase, a person is eliminated from the active database). It was these 2,000 randomly-selected people who were sent the test promotion for the silver-plated cork extractor.
Variables in the database
Name determine Statistics Meaning
CUSTID1001-10000customer ID number
DAYSWUS 550-1250 mean=899 number of days as a customer
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