Business Analytics Dr.

Kalim Khan

Case – The HyTex Company

The HyTex company is a direct marketer of stereophonic equipment, personal

computers, and other electronic products. HyTex regularly sends catalogues to
its customers by mail (at least once in two months), and accepts all of its orders
over the phone. The company spends a great deal of money on its catalogue
mailings, and it wants to be sure that this is paying off in sales. Therefore, it has
collected data on 1000 customers at the end of the current year. For each
customer it has data on the variables given in the excel sheet.

HyTex wants to analyze these data carefully to understand its customers better.
It wants to see if it is sending the catalogs to the right customers. Also, is it
sending the right number of catalogues to the right customers? Is there room
for improvement?

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