Assume you are a marketing executive of a multinational supermarket chain, your team has recently sent some vouchers by post to around 1,800 randomly selected customers who are already registered for the loyalty club to promote kitchenware.

2024-08-26 12:39:40

Marketing Analytics (MANM533)Resit Brief- Individual Report

Due Date: Monday, 12th Aug, 4pm (uploaded to SurreyLearn)

Assessment Weighting: 60%

Format: Individual report (1,500 words)

 

 

General Overview

 

Individual Assignment Brief

Assignment: Individual report; max. 1,500. Penalty for exceeding the word count is a reduction of 10 marks. Use of external references (e.g., theoretical support from textbooks/articles or credible news resources) is expected.

General information

This is an individual assignment.

Submission deadline: Monday, 12th Aug, 4pm (uploaded to SurreyLearn)

Electronic submission only through Turnitin on SurreyLearn.

Please note that the time of submission is logged once the file has been successfully uploaded and confirmed – this may take more than five minutes during busy periods. Please ensure the document/file has uploaded successfully before 4pm.

Word count SBS policy

The word count policy is a max. word count followed by a 10 points penalty. The penalty will be applied by the module leader and addressed in the individual student feedback. The word count includes everything (i.e., main text, headings, and sub-headings). The word count does not include table of contents, tables, figures or images, appendix, and bibliographies.

This assessment relates to the following module learning outcomes:

A. Knowledge and understanding

A1.The potential of data mining and analysis for gaining actionable marketing insights and for supporting marketing decision making.

B. Subject specific intellectual and research skills

B1.Explain and evaluate concepts and tools needed to evaluate, analyse, and interpret marketing data;

B2. Plan the resources needed to evaluate and analyse data, critically apply findings, and disseminate the outcomes.

C. Transferable and Generic Skills

C1. Demonstrate the ability to persuade, convince and argue effectively.

C2. Analyse datasets to provide insight into marketing activities

C3. Manage yourself, time, and resources effectively.

D. Subject Specific Practical Skills Having successfully completed the module, you will be able to:

D1. Develop technical and analytical skills

D2. Apply and critically evaluate marketing intelligence techniques and use them to draw practical recommendations.

 

Assignment Brief

Assume you are a marketing executive of a multinational supermarket chain, your team has recently sent some vouchers by post to around 1,800 randomly selected customers who are already registered for the loyalty club to promote kitchenware.The result of this campaign will be used to inform the decision of your team in order to extend the campaign to a wider group of customers.

Your manager would like to get insights and practical advices about this campaign and some other future marketing activities.After discussing with your colleagues, you are going to prepare a report based on the test campaign data (i.e., promoted.sav):

Variable Name

Variable Description

CUSTID

Customer loyalty identification number

DOB

Date of birth of the customer

GENDER

Gender of the customer

ADDRESS

Provided postal address or not

EMAIL

Provided email address or not

NGROUP

Neighbourhood group

REGION

Geographic region

CLASS

Customer loyalty status (in order): Tin, Silver, Gold, or Platinum

AFFL

Affluence grade on a scale from 1 to 30

RESPONSE

Used the voucher or not? (data collected after the campaign)

Task 1 (35 marks)

Carefully pre-process the datasets for the purpose of building a response model, by considering the following activities:

· Calculate the age of customer (tip: use the DOB variable)

· Pre-processing (e.g. checking whether there are any missing values, outliers, etc., and report them)

· Exploratory data analysis

· Binning age of customer (regulations to be clarified)

· Splitting the resulting data set into a training and test set.

Task 2 (35 marks)

Using the pre-processed data in Task 1, build a response model with logistic regression. Discuss the followings:

· Variables included in the model initially

· Variables included in the final model

·The impact of the input variables on the target

·The performance of model (using suitable performance measures/charts)

Task 3 (30 marks)

·Based on findings, plan a campaign with detailed explanations on the targets, channels, strategies, etc.

Notes:

·Please refer to the grade descriptor of this coursework for the detail marking scheme.

.There is no fixed word count for each task. You can use the relative mark for each task to get an indication of how many words to write for that section.

 

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