Business School Statistical Tests & Data Visualization Worksheet
| Youve been told by Chief Marketing Officer that recent marketing campaigns have not been as effective as they were expected to be. You need to analyze the data in your data set to understand this problem. Use appropriate graphs and charts to present your analysis to the CMO. Some items to consider are below. Take some time to familiarize yourself with the data set before answering your questions. Please provide a two part analysis for the case as follows: |
| Part I: Statistical tests and Regression |
| a.What factors are significantly related to the number of store purchases? What would you suggest to CMO to improve store purchases? For full credit, provide a) Regression output, b) Analysis of output in no more than 350 words, c) Suggestions to CMO in no more than 500 words. |
| b. Does US fare significantly better than RoW (Rest of the World) in terms of total purchases. For full credit, provide a) Regression output, b) Details of how you computed Rest of the World and Total purchases, in no more than 100 words, c) Your analysis of the results in no more than 100 words. |
| c. Your supervisor insists that people who buy gold are more conservative and as such people who spent an above aveage amount on gold in last 2 years would have more in store purchases. Justfy/refute the statement using appopriate statistical tests. Hint: Use your knowledge of dummy variables. For full credit, provide a) Output of test(s), b) Your justification/rebuttal in no more than 100 words. |
| d. An intreaction effect occurs when the effect of one variable on dependent variable depends on the value of some other explanatory variable. This effect is captured by creating an interaction variable, by multiplying the two relevant explanatory variables. Use your knowledge of interaction variables/effects to answer this part. Fish has Omega 3 fatty acids, good for brain, accordingly, do “Married PhD candidates” have a significant relation with amount spent on fish? What other factors are significantly related to amount spent on fish? For full credit, provide a) Regression output, b) Your answer to the questions stated above. |
| e.Do any other analysis you deem relevant to show to your CMO. For the purpose, propose a hypothesis and perfrom the appropriate tests. Be creative and insightful. We can ask any questions about last one. Just try to impress us! |
| Part II: Data Visualization: Build a dashboard using Excel |
| In this section, youre going to use the data set Marketing Campaign to answer some business questions using Excel. |
| Please note that the questions below are just a guiding point for your analysis. You dont need to explicitly answer them all: |
| Q1. What factors seem to drive web purchases? |
| Q2. Is there a relation between web visits and web purchases |
| Q3. Is there a relation between geogrpahical region and success of a campaign |
| Q4. What is the average amount spent on fruits |
| Q5. Is the variation in amount spent on fish and and meat affected by any qualitative factors? If yes, which ones? |
| Q6. Fish has Omega 3 fatty acids, good for brain, accordingly, do people with advanced degrees purchase more fish than others? |
| Q7. Teenagers are fussy on food, which foods do families with teenagers spend most on? |
| Q8. Which marketing campaign is most successful? |
| Q9. What kind of people seem to be compaling most? |
| Q10. What is the average age of customers given in the sample |
