Business Problem
The customer database contains a field called "MARITAL_STATUS". This is an important field for business. It can help the marketing department to segment the customers and target marketing and promotional initiatives accordingly.
• The stakeholder in this data mining project is Mine Sweeper Biscuits (MSB), a premium biscuit manufacturer based out of Denmark. While MSB has entered the Indian market through retail outlets, its sales have failed to take off due to the low product trial rate among Indian consumers.
Our Client, YourCabs is a Bangalore-‐based technology platform that aggregates fleet owners and vehicles, in the car rental space. The company, founded by Rajath Kedilaya in 2011 has managed to create an intelligent network that manages real-‐time supply and demand of cabs.
Prof. Galit Shmueli, Institute of Service Science, College of Technology Management, National Tsing Hua University, 101 Kuang Fu Road Sec. 2, Hsinchu 30013 Taiwan
