COMM1190 - Data, Insights and Decisions Assignment

Assignment Task

Objective

In this short individual assignment, you will play the role of a junior consultant for the firm Insight Bridge Consulting. You have been tasked by your manager to work on a data analysis project for an e-commerce website called The Mobile Hub. The Mobile Hub is a technology retailer that sells a range of consumer electronic products, including smartphones, tablets and accessories. The site has recently launched a new mobile app, but downloads and sales have been lower than expected. The site's managers are looking to better understand user behaviour to optimise the app and improve sales. They have hired Insight Bridge Consulting to help them analyse a dataset of user behaviour and spending patterns.

As a junior consultant on the project, your task is to use R to explore the dataset and create visualisations that help The Mobile Hub app's managers understand how users behave and engage with the app. Using R, you will explore a dataset and create exploratory visualisations to identify trends and patterns that could inform the website's marketing and sales strategies. You will present your findings in a one-page visual report that clearly and concisely communicates the results of your analysis. The visual report should incorporate three high-quality declarative graphics that effectively communicate your findings and insights to managers of The Mobile Hub. These graphics should highlight three separate findings from the analysis and be good charts. The one-page visual report has a word limit of 250 words.

In addition to submitting your one-page visual report, you will also provide a two part appendix. Appendix A outlines the end-to-end process of your data analysis. Appendix A, which has a 500 word limit, should detail your approach to the problem, including the methods used to select and clean the data, any data exploration or visualisation techniques used, and how you arrived at your final conclusions. You should also include any graphs, tables, or summary statistics that helped guide your analysis. The technical appendix should be written clearly and concisely so that another analyst can understand your approach to the problem and replicate your findings. Appendix B is a printout or screenshots of your data exploration and R-code that can re-create the exploratory data visualisations associated with the graphs presented in the one-page report. Overall, the assessment is designed to help you develop your R and data communication skills. Appendix B does not have a word count.

What is a visual report?

A visual report is a traditional form of reporting that includes visual aids such as charts, graphs, and tables to present data and information. A visual report typically follows a linear narrative and presents information in a structured and sequential way. Visual reports may be used in academic, scientific, or professional contexts where data analysis and presentation are critical. The report should introduce the topic and provide a brief conclusion. Overall, a one-page visual report can be a great way to present key information in a concise and engaging way.

Note that visual reports are similar to but distinct from typical infographics. Infographics are a more creative and engaging way of presenting information, and in addition to charts and graphs, they often include other visual elements, such as icons and images, employing a more artistic or playful design aesthetic. Typically, the goal of infographics is to capture the audience's attention. As a result, infographics focus on communicating information in a memorable and visually appealing way rather than presenting data in a structured linear fashion.

Requirements

1. Problem Analysis. Identify business problems, issues, relevant questions. Apply rigorous analysis, appropriate frameworks, tools, and standards to develop and/or evaluate data.

2. Quality of Conclusions and Recommendations. Develop well-reasoned, appropriate conclusions or solutions.

3. Visual Communication. Use appropriate visualisations to communicate insights effectively.

4. Non-visual communication and organisation. Uses language to convey ideas and information effectively and accurately. Report should professionally presented.

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