The problem

Coolies, like many other organizations, is trying to reinvent itself as a data-driven company. There are many indicators that show that this is the right strategy. However, for Coolies to succeed, it must solve many problems. Some of these problems are technical, while others are cultural and organizational.

Coolies' CEO wants the new data analytics team to help the business answer questions that guide operational decisions. There are many questions that the executive team is hoping to answer with data. However, to better articulate the scope of this project, the Coolies data team (in consultation with the CEO) agreed to focus on the question:

How can Coolies increase profits?

More specifically, the Coolies data team is given a 20-day challenge to run a pilot data analytics program to model ways to help Coolies increase its profit margin by 10%.

The team will start by focusing on two key areas:

• Understanding customers' purchasing behaviors...