Question:

You are a marketing manager for a company that makes ready-to-eat breakfast cereals. Your company recently initiated a loyalty program for consumers, which resulted in a large purchaser database.

The brand managers are eager to mine the available data, which they can use to design more effective promotional programs. Your first step is to conduct an exploratory baseline analysis, the goal of which is to describe the buyer base and estimate basic statistical descriptors of the said buyer base.

You are particularly interested in the size of individual purchases, as well as the frequency of repurchases. Describe the individual statistics you would compute and discuss what would you learn from each statistic that would be of value in designing effective promotions.