Samplem DPD Session Slides
MKT3019 – Assignment 2
Introductory briefing
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Assessment
2000 word individual Business Analytics Report
Case Study based approach:
Act as a BI consultant
Help the Director with Strategic Decisions
Components
Predictive Analytics [40%]
Social Sentiment Analysis [15%]
Digital Analytics [15%]
Recommendation [20%]
Structure & Presentation [10%]
Deadline: 18h May 2022 by 4pm
Assessment
The New-Ark Shoes Ltd. is an SME, based in Newcastle Upon Tyne, that operates online by selling, both, locally produced and imported branded shoes. The business has ambitious growth plans in rivalling some of the high street shoe stores, but due to lack of internal expertise in analytics and data driven decision making, the owner is struggling to make informed business decisions.
The organisation has received your first descriptive analytics report and wants you to develop more predictive business related insights into the future. Your next assignment is to produce a 2000 word (+/-10%) comprehensive analytics report addressing the following.
Please note that this is a fictional company and it does not exist in real life. Please do not associate this company with another company with similar name as otherwise quality of your analysis and recommendations will suffer.
Individual Report
Data Provided:
Dataset A – Transaction & Operational Data
Dataset B – Website & Digital Marketing Data
Data Needs to be Collected
Social Media Data
Provided in week 7 March 14th, 2022
Assessment
1. Predictive Business Intelligence: as part of this section you are expected to develop TWO predictive analytics models and generate key analytical insights using these models. Your designed predictive models must generate important business insights related to important marketing mixes or business operations or customer insights. You must identify and discuss validity and error margins of your decision models and its implications on your findings. You must use Dataset A (and optionally Dataset B) for this section. You can also include credible external data to your data models and analysis in order to enhance the robustness of your analysis. However, using Dataset B or external data is not mandatory n this section. In addition to the quality of data models, quality of visualisation will also be taken into account. You should use appropriate analytics and visualisation software to perform the task. Some of the data modelling techniques you can consider are as below. [40%]
Regression modelling
Classification modelling (binary/non-binary)
Clustering modelling
2. Digital Marketing: as part of this section you are expected to develop or identify at least 3 key KPIs (descriptive or predictive analytics) that will help the manager understand web and digital marketing performance of the company. You must use Dataset B for this section focused on digital analytics. [15%]
3. Textual/Sentiment Analysis: as part of this section you are expected to conduct sentiment/textual analysis based on data collected from competitor(s’) social media platforms. You must focus on generating insights from consumer brand sentiments, engagement matrix, liked and disliked agendas etc. [15%]
Assessment
Due to lack of technical knowledge your manager cannot give you any specific advice on what type of predictive models to develop and what type of analysis to carry out. He believes that as an expert you can make that judgement and present data models that will help him understand the future of the business. You manager has made historic data available to you as Dataset A & Dataset B and recommends you carry out comprehensive predictive business analysis in addition to producing sound strategic recommendations.
A 2000-word report must be submitted via Turnitin link provided on Canvas by 4pm on May 18th, 2022.
Formative Feedback: formative feedbacks will be provided to students based on generic and individual questions during designated assignment support sessions. There will be dedicated assignment support sessions in addition to synchronous taught sessions.
What is excluded from the wordcount: Cover Page, Executive summary, Content list, Reference list, Appendices.
Assessment
This is just the start of the assignment journey. Significant support and guidance will be provided as the semester progresses.
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