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It was April 2014, and Cadence Chong, a new analyst at YOB Bank Singapore's consumer banking department, is working on her first assignment. Chong has been hired to improve the bank's credit card business, as her manager believed that there was scope for the business to do better. A specific initiative that had been suggested was to enhance the bank's responsiveness to customer feedback on MyDiningDeals, a mobile application that offered special deals and promotions contingent upon customers using their YOB credit cards. Chong was tasked to apply analytical techniques to the user-generated data gathered by the application. She had to analyse the data in response to customer and internal feedback on the division's credit card offerings to investigate how the application could be made more user-friendly. Chong was eager to complete her task as she knew that her analyses and recommendations would help drive up profitability in the credit card division.