Digital Marketing Analytics Assessment for Bluebird

Marketing Analytics Cases

This is an individual assessment which seeks to develop your analytical acuity, grasp of the practical elements of the subject, and ability to extract actionable narratives from market data (40% TMM). You are expected to demonstrate a critical understanding as to how these narratives can be actioned to feedback into Bluebird’s wider digital marketing strategy. The maximum word limit for the project is 3,000. This assessment is due in week twenty-four of study. This assessment extends upon the case study used in assessments one and two in that you will “test” the effectiveness of the devised marketing strategy for Bluebird using marketing analytics.

Please read the case study below. The report is to be submitted to blackboard in MS-Word format by Friday 30th April 2021,  along with the completed Excel File. Two separate submission areas have been set up for this.

As the Digital Marketing Manager, you presented a Digital Marketing Strategy to the board (Assessment One) and proposed a Digital Marketing Campaign (Assessment Two). Based on your Digital Marketing Strategy and Digital Marketing Campaign, Bluebird successfully undertook the following:

• Launched their new product line of customizable footwear
• Updated their website
• Updated their social media platforms
• Incorporated an Ecommerce system to handle online sales
• Launched three major digital marketing campaigns as outlined in table 1:

Table 1: digital marketing campaigns launched by Bluebird

The above campaigns are used to drive traffic from prospective customers (prospects) to Bluebird’s Ecommerce based website. For this assessment, you have been tasked with addressing 4 Marketing Analytics Cases to provide recommendations to the company. The Cases extend upon weekly topics covered within term two of the module. You will need to work through the exercises in the Excel Workbook “Asssessment3-Workbook.xls”. and write up your findings in a written report along with recommendations for the company.  The cases are described below.

Instructions for each case can be found in the appendices of this assessment brief. You will need to work through the calculations in the Excel file “Assessment3-Workbook” and write up your findings in an MS-Word Report. The report should be clearly structured according to the 4 cases.

Submission requirements for this assessment are outlined in the table below:

Plagiarism includes submitting work that has been written by someone else and copying passages from other sources without references. Plagiarism is easy to detect and will be acted upon. The Academic Misconduct procedures at Regents University London will be followed in cases of plagiarism.    

Presentation of report Professional presentation of report incl. appropriate structure, appropriate sources, title page, appendices. Use of Harvard referencing and correct formatting. Reference list included.

Calculations correctly performed. Appropriate formulas used.

Evidence of sound knowledge and critical thinking. Demonstrates ability to extract data narratives into actionable recommendations.

Calculations correctly performed. Appropriate formulas used.

Evidence of sound knowledge and critical thinking. Demonstrates ability to extract data narratives into actionable recommendations.

Calculations correctly performed. Appropriate formulas used.

Evidence of sound knowledge and critical thinking. Demonstrates ability to extract data narratives into actionable recommendations.

Calculations correctly performed. Appropriate formulas used.

Evidence of sound knowledge and critical thinking. Demonstrates ability to extract data narratives into actionable recommendations.

Fifteen respondents completed the market research survey. The survey was arranged as indicated below:

Through the Post-Hoc segmentation technique “Clustering” make use of Ward’s and K-Means analysis to find the best fit of consumers to market segments. Ensure you perform the repeated iteration required to bring the segments closer

Your task:

Using the above data, click on the worksheet tab ‘Case 1’ and complete the following calculations:

1.Calculate the sum of squares for each start point for each respondent using SUMXMY2.

2.Calculate the minimum value across all start points for each respondent

3.Compare the minimum value for each respondent to their start values and assign each participant to the appropriate segment

4.Calculate the sum of squared error

Table: Means using “IF” Statements

In this table you will see that the scores for each respondent have been copied across to the appropriate segments.

1.Calculate the mean average for the significant variables across all segments.

Table: Distance from revised mean

1.Calculate the sum of squares for all segments for each respondent using SUMXMY2.

2.Calculate the minimum value for each respondent across the three segments.

3.Compare the minimum value for each respondent to their segment values and assign each participant to the appropriate segment – note if there have been any changes here

4.Calculate the sum of squared error – note the change to this from the original SSE result.

Analysis of results:

Write up a critical analysis of the results achieved through the marketing analytics calculations. Based upon the original market research variables state;

- What three segments have been identified (*Note these will link back to the consumer profiles from assessment one).

-Consider what the variables suggest about each segment.

-State the significance of the reduced sum of squared error in calculating the distance for the revised mean values.

-State recommendations that could be made to Bluebird based upon your findings.