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BUS5PB Principles of Business Analytics

Question

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Task:

The first assignment aims to assess analytical thinking as well as skills in the use of self-service analytics software packages to develop analytics solution. You are required to understand the business context, apply software packages to explore the given dataset to unveil business insights and make analytics recommendations. You are also tasked to develop an analytics report to convey the findings 

Question Corresponding column in data file

Which state do you live in? State

Select your annual income from the following three options. Income ($) (<50,000, 50,000 – 70,000, 70,000 – 90,000, > 100,000)

Select your age band from the following options Age Band (<30, 30-40, 40-50, 50-60, 60-70, >70)

Select your gender Gender

(F for female, M for male)

How would you like us to contact you? Please select only one. Channel (Social Media, Email, Post)

In which type of products are you most interested? Product Type (Nutraceuticals, Nutricosmetics, Cosmeceuticals)

How much would you be willing to spend monthly on this type of product? Monthly ($) (<$50, $50-$100, >$100)

In which form are you most comfortable to consume this type of product? Form (pills, beverage, food)

How confident are you of the results from using the products? Confidence Rating (1-5; 1- least confident 5- most confident)

How confident are you to recommend to a friend? Recommendation Score (1-10; 1- least confident 10- most confident)

Tasks

• Conduct a critical review of the survey and its outcomes. Suggest improvements to the survey in terms of data coverage and data metrics. You may refer to external sources of information to justify your evaluation;

• Develop two analytics solutions to analyse the dataset using the two software packages covered in the subject so far. It is recommended to explore insights among data to pinpoint characteristics of each segment, for example, age or gender distribution for product type;

• Based on the insights obtained from analytics solutions and any external sources of information, recommend effective marketing strategies (market opportunities, targeted customers, channels for campaigns, etc.) for a potential client intending to enter these new industry segments in Australia. You need to decide on the number of recommendations with a brief justification for your choice. Recommendations should refer to visualisations (a combination of diagrams and charts) from your analytics solutions and external references.

• You are free to make reasonable assumptions and justifications given the educational nature of this case study.

 

BUS5PB Principles of Business Analytics

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