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BUSI2131 Marketing Analytics

Academic Year 2023-24

Spring Semester

--- Coursework Guideline ---

One 2,000 word individual coursework (100%) - Electronic submission via Moodle. Deadline Date for Submission of Coursework: 15:00, 2nd May 2024.

Task

As a marketing analyst employed by a marketing consultancy firm, you are presented with information regarding four clients. Your assignment is to select two of these clients to conduct appropriate marketing analyses. You will then compile and submit a comprehensive marketing analytics report.

The report must include the following components:

1. Executive summary: A concise summary that specifies which two clients you choose and highlights the main findings and recommendations of each.

2. Report for the first client you choose (please specify client ID and/or name).

3. Report for the second client you choose (please specify client ID and/or name).

(Note: You do not need to repeat the following client information in your report)

Word Limit and Formatting

2,000 words (10% buffer is allowed). The overall word count does not include executive summary, tables, figures, references and appendix.

There is no specific requirement for the font, spacing and margins. However, you should format the report in professional way.

Harvard citation style should be used for citations and referencing sources. See your Student Handbookfor further details.

Submission Due Date and Methods

15:00 Thursday 2nd May 2024 [Beijing Time]; online via Moodle.

Client Information

Client 1: E-Shop

E-Shop is an e-commerce site specializing in the sale of clothing and a variety of merchandise. Customers can browse through an array of products and make purchases through its online website.

E-Shop has provided a summary of their website data for the past four years.

Utilizing this data, please prepare a report to offer insights into E-Shop’s web traffic and overall performance, and provide recommendations to enhance E-Shop’s future performance.

Spreadsheet	Description
TrafficByChannel	Overview of all traffic channels.
GenderAgeSummary	The acquisition, behavior and conversion data for different age groups and gender groups.
AgeGender_Users	Users by Age and Gender Groups
AgeGender_Sessions	Sessions by Age and Gender Groups
AgeGender_Revenue	Revenue by Age and Gender Groups
AgeGender_ConversionRate	Ecommerce Conversion Rate by Age and Gender Groups

Client 2: La Retail

La Grocery is a well-established company operating in the retail food sector, having a large number of registered customers. La Grocery mainly sell products from 5 categories, namely the fish and seafood products, meat products, fruits, wines, and sweet products such as cookies and donuts. La Grocery offers products to customers through three channels: Customers can buy from its physical stores, order from catalogs, or order from company’s website.

La Retail has offered you a sample of data they have for customer relationship management. Based on the data provided, you need to conduct appropriate analyses to provide insights about La Retail’s customers and their behaviours, and give recommendations on its marketing strategies.

Complain_Record: “1” represents that the customer made complain(s) to the company in the last 99 days; “0” otherwise	Fruits: Amount spent on fruits products in the last 99 days
Year_of_Birth: The year in which the customer was born	Sweet_Products: Amount spent on sweet products in the last 99 days
Education: The customer’s level of education	Wines: Amount spent on wine products in the last 99 days
Marital: The customer’s marital status	Num_Deals_Purchases: Number of purchases made with discount
Kid_home: Number of small children in the customer’s household	Num_Catalog_Purchases: Number of purchases made using catalogue
Teen_home: Number of teenagers in the customer’s household	Num_Store_Purchases: Number of purchases made directly in stores
Income: The customer’s yearly household income	Num_Web_Purchases: Number of purchases made through company’s website
Fish_Products: Amount spent on fish products in the last 99 days	Num_Web_Visits: Number of visits to company’s website in the last month.
Meat_Products: Amount spent on meat products in the last 99 days	Recency: Number of days since the last purchase

Client 3: EAZER

EAZER is seeking to expand their international retail business and sharpen their focus on the Business-to-Consumer (B2C) marketplace.

Website:https://www.amazon.com/stores/page/BA3FECB1-F7C1-4EC9-8C6A-F201E05C89C1?ingress=6&visitId=0e5fc5cc-df1f-40ab-80c0-a0815d978471&store_ref=storeRecs_dp_aplus

EAZER’s sales team has shared you with a comprehensive dataset, including their sales records of a list of products on Amazon, records of product returns, summary of customer demographics, and an array of product reviews. Your task consists of two components:

1. Perform an in-depth analysis of the provided data to assess the performance of EAZER’s products, identifying trends, patterns, and areas for potential improvement.

2. Formulate strategic marketing recommendations based on your analysis to increase EAZER’s sales, enhance customer satisfaction, and solidify the company's presence in the B2C marketplace.

Note: You may choose to focus your analysis on one or two specific products, or you may opt to conduct an analysis across the entire product family.

Client 4: MZK

MZK specializes in the field of electric garden equipment, specifically designed for the North American market, and is committed to providing innovative, eco-friendly, and battery-powered garden tools tailored to the needs of the North American market.

Website:https://www.amazon.com/stores/page/F61781CF-EBB5-4CC7-B3D0-4CE3B8524D72?ingress=0&visitId=96b0f09a-ffab-4310-8e1b-f0f1dee8484b

MZK has offered you their strategic plan on developing a social media account on Facebook, and a list of their competitors’ Facebook accounts. Please analyse the social media account data of these competitive brands and, in conjunction with MZK’s strategic plan, make suggestions for the operation and content planning of MKZ’s social media account.

List of Competitive brands’ Facebook accounts:

Black+Decker:https://www.facebook.com/BlackAndDecker

DEWALT:https://www.facebook.com/DEWALT

Snow Joe:https://www.facebook.com/SnowJoeCo

Worx:https://www.facebook.com/worxus

Makita:https://www.facebook.com/CLKSupertools

Greenworks:https://www.facebook.com/greenworksusa

EGO:https://www.facebook.com/egopowerplus

Litheli:https://www.facebook.com/LitheliUSA

Penalties for Late Submissions

If the coursework is submitted after the official deadline without an extension having been obtained, 5 percentage points will be deducted for each working day that the

coursework is late. This means that if you score 60 and you have a 5 percent penalty, your final mark will be 55. The only exemption to this would be if there is evidence of genuine extenuating circumstances. This is a general University regulation applied

equally across all Schools and Faculties and is not open for student negotiation.

See your Student Handbookfor further details.

Plagiarism

Plagiarism is serious academic misconduct and will not be permitted.

There are three principles to bear in mind when using other people’s work:

• You MUST acknowledge other people’s words and ideas.

• Don’t reproduce ideas unquestioningly, even when you’ve acknowledged them.

• Do use these ideas to help you think of ideas of your own. See your Student Handbookfor further details.

Marking Rubric (100%)

1. Analysis & insight (40%)

2. Data visualisation & exhibits (10%)

3. Marketing solutions, recommendations (35%)