Marketing Analytics – Individual Coursework

Sky5 is a fictitious retailer that sells clothing and home items (similar to Zara) in the US. The retailer is seeking various ways to growing its business. It has launched a few promotion campaigns recently; it is exploring the potential to launch clothing rental service (e.g., it run a short survey to examine people’s intentions); it is also open to ideas to extend the business to other product categories or services. In this project, your task is to use marketing analytical tools to aid in future decisions about the company. You cannot do everything so that you must be selective about the topic, techniques and data used.

The dataset about Sky5 has been posted to the module webpage of KEATS. Two versions of dataset (SPSS and Excel) are available. You can find the details about each variable in the SPSS file. The data includes a representative sample of customers with information integrated from several sources (e.g., survey, transaction record, information from third parties). Part of your task is to examine what information is available in the dataset and then to decide on your research topic. You do not have to make use of all the variables but rather only those that you believe are useful for your research topic.

There may be many research topics that you can explore. The following are only a few examples and you are encouraged to explore other creative ideas:

• Segment customers to identify those who are most valuable for products

• Identify factors related to product selection or revenue.

• Predict why customers are leaving (e.g., inactive for long).

• Predict the customer future purchases for new offers.

• Develop new product ideas, e.g., related to lifestyle, technology or media Individual Report

Assignment Details

You will follow your proposal to perform the analyses and write a report (<2,500 words, double spaced, Times New Roman 11-points). Your report will consist of the following:

• Executive Summary – One-page, a non-technical summary of key points of your entire report.

• Introduction – Describe your research topic and explain why it is important.

• Methodologies – Describe the data used (e.g., including how you pre-process the

data, recode some variables if any, select certain samples) and the techniques used (e.g., why uses some methods over the others, their relative advantages and disadvantages).

• Results & Limitations – Summarize your findings. You may have run many analyses, but you should report only those findings that are relevant and meaningful to your research problems. You must indicate, where appropriate, whether your findings are statistically significant. Add tables & figures if they

help to illustrate your results. Note any limitations that you are not able to

address in the report.

• Business implications – Based on your findings, discuss the business implications

and recommendations.

Indicative Structure

Title Page

Executive Summary

Introduction

Methodologies

Results & Limitations

Business Implications

Reference List

Appendix: SPSS, Excel, or R outputs

Marking Criteria

Your report will be evaluated in terms of:

Not included in the wordcount. Approx. 150 words

Approx. 300 words

Approx. 700 words

Approx. 900 words

Approx. 450 words

Not included in the wordcount. Not included in the wordcount.

• (1) idea, method and research design;

• (2) quality of data analysis and interpretation of results;

• (3) quality of business implications; and

• (4) clarity and readability of the report.