Subject Code : IB9JB0
Country : United Kingdom
Assignment Task

Assessment:

There are FOUR questions in this individual assignment (see below) which you are required to answer all of them. Unless otherwise specified, you may choose an example (or examples) from any country or sector to illustrate your argument.

Question 1.

Choose a business of your own choice in the tourism industry: 

  1.  Briefly describe the business.
  2.  Identify and evaluate the role of 'marketing analytics' in the current activities of the focal business in delivering value to its customers.
  3. Critically discuss other opportunities that 'marketing analytics' can provide to the focal business to deliver (even more) value to its customers. In your answer, also discuss the risks of ignoring 'marketing analytics' for the focal business.

Question 2.

Imagine that you are approached by Tesco’s Marketing Department at Cannon Park Shopping Center, where they would like to know the characteristics of their 'valuable customers.' To this end, you are provided with 'Tesco_CannonP.csv' dataset (available on my.wbs). The dataset has one-year information of customers of Cannon Park’s Tesco who bought products in store and online. The dataset includes the following list of variables: 

20200102091712AM-1716591370-1750344333.PNG

The marketing department is now asking you to answer the following specific research questions by analyzing the dataset provided: 

1). Find the number and the portion (i.e., %) of single customers.

2). Draw a boxplot for 'age' and interpret your boxplot.

3). Draw a histogram for the overall satisfaction score of respondents (i.e., the variable 'service.sat'). Interpret your histogram (including discussion about the mean, standard deviation, and the number of observations).

4). Draw a scatterplot for the following variables and interpret your plots: 

  •  Number of online visits by the customer and the amount (i.e., in £) spent online.
  • Number of online visits by the customer and the distance from Tesco.
  • Number of online visits by the customer and the amount (i.e., in £) spent offline.

5). Find the correlation between the following variables and interpret your results: 

  • Number of online transactions by the customer and the amount (i.e., in £) spent online.
  • Income of the customer and the number of offline transactions.

Question 3.

Imagine that you are working for an airline, namely, Cloud Airlines. The airline now aims to make its online marketing activities more efficient. To this end, the company is seeking to find the answer to the following key questions.

First Question: Which customers are more likely to respond to online promotions & deals? 

Accordingly, the company is providing you with a dataset that contains information about past online promotion & deals along with consumers' reaction to them (i.e., whether clicked on the link provided in the promotion & deals or not; see 'Cloud_Airlines_a.csv' dataset available on my.wbs). The dataset contains 3-month information of 5500 customers of Cloud Airlines and includes the following list of variables:

20200102092257AM-1207750108-683834312.PNG

 

Based on the structure and the information in the dataset (i.e., 'Cloud_Airlines_a.csv' file): 

A. Suggest a method that is appropriate for answering this question.

B. Apply your suggested method using R and explain your results.

C. Evaluate your model performance (note that you are not required to split your dataset into train and test).

Second Question: What are the drivers of the order quantity for ancillary products? 

Ancillary products are defined as services that generate revenue beyond the sale of tickets (e.g., selling perfumes, lottery tickets, etc. during the flight). Ancillary products account for 10% of revenues for Cloud Airlines. Thus, it is important to understand the drivers of order quantity and in turn be able to predict each customer’s expected order quantity. 

Use the provided dataset (i.e., 'Cloud_Airlines_b.csv' file) and run a linear model that helps you to find the drivers of the average order quantity (i.e., the variable 'avg_order_quantity', which is the average value (in £) of all ancillary products that the customer bought so far) using all the other (useful) variables listed in the respective dataset. 

Notes that you should consider in your answer: 

Include your R code and its respective results in your solution. 

• Make sure that you clearly explain, justify, and detail all the assumptions and steps in your solution. These might include data cleaning (e.g., dropping variable(s), observation(s), changing type of variable(s), etc.) or any other assumptions or steps. 

• Carefully and completely interpret your results (including all your coefficients). 

• Critically evaluate the implications (based on all your results) for Cloud Airlines. Make sure that you use specific and concrete examples in your solution.

Question 4.

Imagine that you are the manager of a chained hotel and would like to improve your service quality. To this end, you put together information collected through questioner at the end of a sampled customers stay and created a dataset including the following list of variables:

20200102092751AM-249116642-280943448.PNG

Identify and group customers into meaningful clusters that individuals within a cluster are similar to each other but different than those individuals in other clusters.

Notes that you should consider in your answer: 

Based on the structure and the information in the dataset (i.e., 'Hotel.csv' file), apply your suggested method using R. Include your R code and its respective results in your solution. 

• Make sure that you clearly explain, justify, and detail all the assumptions and steps in your solution. These might include data cleaning (e.g., dropping variable(s), observation(s), changing type of variable(s), etc.), your decision (and justification why!) on the number of clusters, or any other assumptions or steps. 

• Carefully and completely interpret your results. 

• Critically evaluate the implications (based on your results). Make sure that you use specific and concrete examples in your solution.

 

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  • Uploaded By : Finn
  • Posted on : January 02nd, 2019
  • Downloads : 389

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