Assignment for DMR

The process of customer acquisition at Kosmoderma follows the process below:

1. The prospect interacts with thee enquiry team by

a. Calling on any of the Phone numbers which are listed on different
advertisement material or web listings or Kosmoderma website
b. Filling out a form on the website
c. Chatting with an agent on the website
d. Email (rare cases)
e. Messaging on social media
2. If interested, after the interaction with the enquiry team, the client goes ahead and
books an appointment at one of the clinics.
3. A majority of the clients consult with the doctor at the time of their appointment,
while a small minority end up either cancelling the appointment or not showing
up for their appointment
4. For the consultation, the clients pay a small fee ranging from Rs.500 to Rs.1200
depending on the doctor they are consulting with.
5. During the consultation, the clients are advised to go for a number of treatments,
which are advised as a package of n sessions. The clients depending on their
interest pay for the packages upfront and start the treatment, or may choose to end
their engagement at consultation itself.
6. Being a cosmetic clinic, what matters the most for business is the number of
clients signing up for packages, and the amount they spend. For the purpose of
calculations, it can be assumed that any client spending more than Rs.10,000 has
signed up for a package.
7. There are also cases where a customer directly walks into the clinic and sees the
doctor. Normally, these cases are customers who are passing by and choose to
drop in, or customers who are referred by an existing client, and they accompany
the existing client to the clinic on their visit.
8. The data of enquiries/leads is given in sheet LS
9. The data of customers who have visited the clinic is given in the sheet MMS
10. Sometimes, an old client may also call up the enquiry desk for booking a
treatment appointment. In order to determine whether an actual lead is getting
converted, the lead creation data should be earlier than or equal to the customer
first visit date.

Considering the above data, evaluate the effectiveness of different lead sources based on
the following parameters.
1. Total No. of leads/enquiries
2. No. of leads who showed up for consultation
3. No. of leads who signed up for packages
4. Revenue generated

Do the above analysis for different months to check consistency of the sources.