MK520: E-Customer Data Analysis - Marketing Analytics - Marketing Assignment Help

Assignment Task:

E-Customer Data Analysis

The purpose of the individual assignments is to provide marketing analytics experience in how to use prescriptive analytics to understand the empirical relationship between marketing activities and the company’s objective and interpret the results of empirical models for final marketing decisions. After experiencing the group project, you will perform an individual project by 31 March 2020 (for one month). Both group and individual projects have a quite similar format, but the individual project has two additional sections (i.e., Literature Review and Self-Reflection). The details will be shown in Appendix 1 (Individual project report structure).

Project Particulars:

You will:

• Analyze a dataset collected from Blablacar with detailed information in the attached file. You may use your own dataset that is supported by a company or collected from otherprimary/secondary sources.

• Understand business situation (e.g., overview of the industry, the company/companies, the product(s) and customer behavior) for your project and identify important and interesting marketing problem(s) by linking goals of company(s) and marketing activities.
1. Goals

• Market performance: unit sales, market share, number of new customers
• New product development: the decision of product attributes or target segment

2. Marketing activities
4P mix strategies (product, price, place, and promotion) and other external factors which may influence their goals.

• Determine the objective function and connect the marketing inputs of the company to the objective of resource allocation through the empirical model(s).
1. Choose specific goal-related metric(s) as dependent variable(s) and marketing inputs and other factors which may affect goals as the independent variable(s). You may review related academic articles to find out appropriate variables which are applied from existing theories.

Secondary data: Your dataset may not include all the necessary variables. Instead, you can focus more on marketing problems as interesting as possible within the available data.

Primary data: You need to collect survey data – at least 30 responses – which include the defined variables for the empirical model(s). Please briefly state data collection procedure, questionnaire questions, respondent information and descriptive statistics of variables (mean, standard deviation, correlations) in the main report or in Appendix

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