MARK-C6055 - Marketing Analytics: Introduction to the use of data in marketing decision making, Lecture, 23.4.2024-3.6.2024

Topic outline

• Select topic General

  General
  • Select activity Announcements

    

    Announcements Forum
  • Select activity Syllabus

    

    Syllabus File PDF
  • Select activity Assignment 1: Second-hand shopping survey

    

    Assignment 1: Second-hand shopping survey

    Due: Tuesday, 7 May 2024, 3:15 PM

    Completion

    Students must

    

    Make a submission
  • Select activity Assignment 2: Wolt customer conversions

    

    Assignment 2: Wolt customer conversions

    Due: Tuesday, 14 May 2024, 3:15 PM

    Completion

    Students must

    

    Make a submission
  • Select activity Assignment 3: Media mix modeling

    

    Assignment 3: Media mix modeling

    Due: Tuesday, 21 May 2024, 3:15 PM
  • Select activity Assignment 4: Pair exercise

    

    Assignment 4: Pair exercise

    Due: Tuesday, 28 May 2024, 3:15 PM
  • Select activity Exam (June 3)

    

    Exam (June 3) Assignment

    Opened: Monday, 3 June 2024, 4:30 PM

    Due: Monday, 3 June 2024, 7:30 PM
  • Select activity Exam (August 27)

    

    Exam (August 27) Assignment

    Opened: Tuesday, 27 August 2024, 1:00 PM

    Due: Tuesday, 27 August 2024, 4:00 PM

    Please make sure you complete all parts. Don't forget to reserve time for your AI Use Statements.

    PART 1

    This quantitative task is based on a dataset from an office supply company. Download the data file here. Include your name in the file name when you submit. (30p total)

    Office supply data tasks (max 30p):

    Provide a summary of all your answers one worksheet. Follow class assignment instructions on presentation and explaining your analysis.

    1. Descriptive analysis

    • Calculate the total number of unique customers in the dataset. (2p)
      
    • Determine the earliest and latest order dates in the dataset. (2p)
      
    • Calculate the average order quantity and sales for each sub-category of Technology sales. (4p)
      

    2. Returned order analysis

    • Identify the top 3 customers who have returned proportionally most orders. (3p)
      
    • Identify the top 3 sub-categories most prone to returns. (3p)
      

    3. Discount effects

    • Calculate the correlation between discount percentages and sales. Discuss whether higher discounts result in higher sales. (4p)
      

    4. Customer segmentation

    • Divide customers into three segments based on their total purchase value: low, medium, and high. Justify your selection of cutoff values. Calculate the average discount for each segment. Discuss. (6p)
      

    5. Recommendations

    • What are your suggestions for the company? Use a visualization to make your case. What data would you request next, and why? (6p)
      

    
    

    PART 2

    Answer two (2) essay questions from the alternatives and enter your answers below. Max 500 words per essay. (20p total)

    Essay questions (clearly indicate which questions you are answering, max 10p each):

    1. Discuss how companies can use digital analytics to personalize marketing efforts and gain deeper customer insights. What are the critical data points and techniques involved in this process? Identify the readings that best address personalization and customer insights, and explain how they complement each other.
       
    2. Identify the key success factors for implementing Marketing Management Support Systems (MMSS) in today's data-rich environments. How can these systems be optimized to support decision-making and strategic planning? Discuss the overlapping insights from different articles and justify their relevance to this topic.
       
    3. How can big data analytics improve customer experience and engagement? Discuss specific strategies and tools that companies can use to analyze customer data and enhance their marketing efforts. Identify and explain the readings that provide the most detailed insights into this area.

    Essay tips:

    • Work in Word or similar and copy-paste your answers here. Do not work directly in Mycourses, it will delete your text at the worst moment.
      
    • Be sure you consider the entire question. Address it from the perspective of the literature and lecture material, directly and specifically. Cite appropriately when referencing reading package sources.
      
    • If you use AI to work on the questions, you need to be certain that you can fully stand by the arguments in your text. Keep it sharp and relevant: hallucinations, unsourced claims, and irrelevant AI fluff will count against your grade. Ensure that you document your process well.

    
    

    PART 3

    Mandatory AI Use Statements. 

    Below the essays, describe in detail if and how you used generative AI tools as a part of completing your answers to Parts 1 and 2.