Questions Points:•Short description for a clear understanding of the business challenge with Summary of Exploratory data analysis, description of the modeling approach, and how was the best model decided. How will this solution help improve the business issue clarity of message to the non-technical client, visualization of key findings/recommendations.•Demonstrate a clear understanding of the business challenge How will this solution help improve the business issue? Note: We need short answers in 4/5 sentences for the above question points and attachments are only supportive documents to help for understanding. Greyson Corporation is a media and marketingcompany involved in magazine and book publishingand in broadcasting. Greyson's portfolio of home andfamily magazines has been a long-running strength,but they have expanded to become a provider of aspectrum of services (market research,communications planning, web site advertising, etc.)that can enhance their client's brands.Greyson uses data to develop campaigns for newcustomer acquisition, customer reactivation, and theidentification of cross-selling opportunities forproducts.For example, Greyson Corp. will generate separateversions of a monthly issue of a magazine that willdiffer only by the advertisements they contain. Theywill mail a subscribing customer the version with theprint ads identified by their data as being of mostinterest to that customer. One problem facing Greyson Corp. is how toboost the customer response rate to renewaloffers that it mails to its magazine subscribers.• The industry response rate is about 2%, butGreyson Corp. has historically performed betterthan that.However, they must update their model tocorrespond to recent changes. The Director ofmarketing wants to make sure Greyson Corp.maintains it's place as one of the top achievers intargeted marketing.

Exploratory Data Analysis is designing an critical process of performing initial analysis on data…

Answered: Questions Points: •Short description…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Questions Points:

•Short description for a clear understanding of the business challenge with Summary of Exploratory data analysis, description of the modeling approach, and how was the best model decided. How will this solution help improve the business issue clarity of message to the non-technical client, visualization of key findings/recommendations.•Demonstrate a clear understanding of the business challenge How will this solution help improve the business issue? Note: We need short answers in 4/5 sentences for the above question points and attachments are only supportive documents to help for understanding.

Greyson Corporation is a media and marketing
company involved in magazine and book publishing
and in broadcasting. Greyson's portfolio of home and
family magazines has been a long-running strength,
but they have expanded to become a provider of a
spectrum of services (market research,
communications planning, web site advertising, etc.)
that can enhance their client's brands.
Greyson uses data to develop campaigns for new
customer acquisition, customer reactivation, and the
identification of cross-selling opportunities for
products.
For example, Greyson Corp. will generate separate
versions of a monthly issue of a magazine that will
differ only by the advertisements they contain. They
will mail a subscribing customer the version with the
print ads identified by their data as being of most
interest to that customer.

One problem facing Greyson Corp. is how to
boost the customer response rate to renewal
offers that it mails to its magazine subscribers.
• The industry response rate is about 2%, but
Greyson Corp. has historically performed better
than that.
However, they must update their model to
correspond to recent changes. The Director of
marketing wants to make sure Greyson Corp.
maintains it's place as one of the top achievers in
targeted marketing.

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