The use of cryptocurrencies is on the rise and Non-Fungible Tokens (NFTs) are transforming the way in which businesses conduct their daily practices, as well as changing the traditional view of assets. As NFTs are relatively new, the research is not fully inclusive of all of the business applications. This paper seeks to expand upon the current research by determining if NFTs are a practical and accessible tool in businesses. We seek to explore innovative ways to tokenize artwork as well as market opportunities for artwork NFTs. After a comprehensive literature review, an interview with renowned comic book author, Todd McFarlane, was conducted to explore his experience with NFTs. In order to achieve an immersive experience, we created our own NFTs and brand. Our NFT storefront is hosted on OpenSea and an Instagram marketing campaign was used for advertising. After launching two NFT collections, a total of 4 NFTs were sold and the Instagram account grew to over 800 followers. We have determined that the increased popularity of NFTs has led to an increase in accessibility and practicality, making NFTs a viable business tool.

This paper explores a cluster analysis and data-driven marketing recommendations for Cartel Coffee Lab, a local coffee shop. Building a loyal customer base is the biggest asset to a company’s success. This is crucial when Cartel’s main location has a fast-changing environment, such as a university, located nearby. The reason for this is mainly due to the influx and customer churn that a hub produces. Our team’s focus was on analyzing customer buying patterns to determine the different customer segments within Cartel Coffee Lab. Our methods included creating temporary databases in Microsoft SQL Server and performing a cluster analysis in SAS Enterprise Miner. The cluster analysis results were then used to propose data-driven marketing recommendations for each customer segment in order to provide a well-designed value proposition. Additionally, a loyalty program was recommended in order to increase customer profitability and loyalty, depending on the cluster segment. Through identifying the current situation, business questions, research methodology, analysis results, and plan of action, this creative project will cover multiple key areas of a business analytics project.