IB9JB0 Marketing & Strategy Analytics Term One, 2021-2022
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IB9JB0
Marketing & Strategy Analytics
Term One, 2021-2022
Question 1 (20 points):
Choose a social media platform (of your choice):
A. Briefly describe the chosen social media platform (SMP) (5 points).
B. Identify and evaluate the role of 'marketing analytics' in the current activities of the focal
SMP in:
i. Generating revenue for the SMP (5 points).
ii. Creating and delivering value to its users (5 points).
C. In your answer, discuss the potential ethical issues that may arise from the implementation of 'marketing analytics' for the respective SMP (5 points).
Note: your answer (including arguments, discussions, recommendations, etc.) must be realistic, coherent, critical, and flow logically.
Question 2 (35 points):
Imagine that you are the head of the marketing department of a compelling car dealer review platform, namely, CompareCarDealers. CompareCarDealers provides a platform where potential automobile buyers can check car dealers.
The CEO has some concerns about the primary source of the platform’s income—selling online advertisements (ads) to car dealers. More specifically, the CEO wants to know whether giving a 10% discount to car dealers motivates them to put more ads on the platform. To investigate this, the CEO decided to run the following experiment: The CEO randomly distributed a number of 10% (discount) vouchers to car dealers, each selling a specific body type (hatchback, estate, SUV, convertible, and other).
The CEO of CompareCarDealers is now done with the experiment and is asking you to evaluate the results. In particular, the CEO would like to understand:
Q2 A (15 points): Did the 10% discount increase the number of ads? By how much?
Q2 B (10 points): Which car dealer (according to the specific body type that sells) should be
considered to distribute the 10% discount in future campaigns?
To this end, you are provided with the data collected from the experiment (see
'CompareCarDealers.csv' dataset) that includes the following list of variables:
Variable Name |
Description |
id |
ID of the car dealer |
ads |
number of ads put by the car dealer |
discount |
"yes" if the dealer received 10% discount, "no" otherwise |
body_type |
the body type that the car dealer focuses on: = 1: estate = 2: SUV = 3: other |
rating |
overall rating of the car dealer |
page_views |
number of visits that the car dealer’s page received |
calls |
number of calls made from the dealer’s page |
test_drives |
number of test drives booked from the dealer’s page |
Use the provided dataset and run a linear model that helps you to answer the two CEO’s questions listed above.
In addition to answering the two questions raised by the CEO above, evaluate the CEO’s following conclusion:
Q2 C (10 points): “Insights from the experiment above are sufficient to conclude whether or not
providing specific car dealers with a 10% discount would increase the platform’s profit.”
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 build all your arguments and implications (based on all your results) for CompareCarDealers.
Question 3 (20 points):
Imagine that you are the chained car rental company manager and would like to improve the performance of your business. To this end, you start collecting customer’s satisfaction through questioner. The questioner is filled when the customer brings back the car and has the following list of key variables:
Variable Name |
Description |
ID |
ID of the customer |
cleanness |
expressed satisfaction with the cleanness of the car (0 – 7, where 0 is highly dissatisfied) |
service |
expressed satisfaction with the service (0 – 7, where 0 is highly dissatisfied) |
overall |
overall expressed satisfaction (0 – 7, where 0 is highly dissatisfied) |
milage |
the number of miles the customer drove |
insurance |
"yes" if the customer requested extra insurance, "no" otherwise |
child |
the number of children the customer had |
accident |
1 if the customer had an accident, 0 otherwise |
day |
number of days the car was rented |
Identify and group customers into meaningful clusters that individuals within a cluster are similar to
but different from those in other clusters.
Notes that you should consider in your answer:
• Based on the structure and the information in the dataset (i.e., 'carrental.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.
2022-01-06