7031SSL - Analytics of Key Marketing Areas, Analyzes Marketing-Related Research Data Analysis, Marketing Report Writing - Marketing Assignment Help

Assignment Task

Introduction and Overview
This report focuses on predicting the booking cancellation of 2 hotels based on their historical data. The master dataset used for this report consists of more than 111,000 records of customer bookings combined for both the hotels from July 2015 to August 2017. One of the hotels is a plush Resort whereas the other one is a City-based hotel (Antonio, de Almeida, and Nunes, 2019). Since these are hotels with actual data relevant to real people, sensitive information such as the identification details of the Hotels and the customers is omitted as per the GDPR guidelines (Greengard, 2018). The type of database in this case is a ‘Structured’ data as it is extracted from the Hotel’s SQL databases and is highly organized into tables and columns (Gandomi and Haider 2015).

The booking system of these hotels allows 3 types of bookings. They include direct booking, corporate booking, and booking by a Travel agent (Antonio, de Almeida, and Nunes, 2019). As a part of the marketing and expansion plan, Hotel operators have started operating websites as well as tie-ups with OTAs i.e. Online Travel Agents. However, it is clear from various reports that this approach did not help increase their profits/revenues. An example of this is the website development investment from the Four Seasons hotel who invested 18 million USD for marketing and booking, but it increased only 2% of revenue in a duration of 5 years (Liu and Zhang 2014). Also, the revenue from online bookings contributed only 12% of the total revenue (Fox 2020). The scope of the report is to summarise and understand the different factors for predicting the cancellation of bookings for the hotels. The report will first carry out Descriptive statistics for summarising the variables followed by Logistic regression to find the probability of booking cancellation in the future.

This coursework is designed to assess learning outcomes:
1.Understand and utilize major quantitative analytical tools that are used to gather and analyze marketing-related research data.
2.To Interpret the results of marketing data analysis.
3.Critically evaluates findings, derive the implications of such findings, and have an understanding of how these would be applied in a commercial environment.
4.Be critical consumers of existing and commissioned marketing research.

Instructions to Students 
Prepare a short report for an organization of your choice. Your report should critically analyze and evaluate the organization’s data using Multiple Regression Analysis. 
1.Overview: An overview of the organization and the scope of that marketing area discussing to what extent the marketing of the organization is shaped and influenced by this function, and its contribution to organizational performance. 
2.Summarising Marketing Data Obtained: Use the dataset you have gathered to visualize the data using appropriate tables and graphs as well as identifying and discussing the key variables to be considered.  words) 
3.Computing Multiple Regression Analysis: An analysis of the key variables identified using the multiple regression analysis technique as well as discussing the analytics capabilities of the organization. 
4.Discussion and Evaluation of the Outcome: Discussion of Multiple Regression Analysis outcome employed in the organization and explaining the outcome values. 
5.Conclusions and Recommendations: Conclude your findings and make quantitative recommendations for improvement.

6.Presentation Style: Present report in a professional manner, free-grammatical errors, and visually appealing. 
 

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