data analysis.

BAU Marketing Analytics, 615

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BAU 615 Marketing Analytics – Midterm Exam

(Four Sections)

1. “TERMINOLOGY APPLICATION AND UNDERSTANDING”: after each term, given an example from the “Digitas” Case [if the information is not found in the case, then find it through research on the Internet OR (capitalized for emphasis only), describe what you would do to get the answer, if it is not shown in the case].”

1. Product –

2. Price –

3. Promotion –

4. Place / Distribution –

5. Positioning –

6. People –

7. Platform –

8. Packaging –

1. “TERMINOLOGY APPLICATION AND UNDERSTANDING”: after each term, given an example from the “In-Depth Performance Marketing” Case [if the information is not found in the case, then find it through research on the Internet OR (capitalized for emphasis only), describe what you would do to get the answer, if it is not shown in the case].”

1. Product –

2. Price –

3. Promotion –

4. Place / Distribution –

5. Positioning –

6. People –

7. Platform –

8. Packaging –

1. “ANALYSIS” Using the data from the PROBLEM that your team worked this semester, from chapter 1 of the assigned text (see reference at bottom). get the spreadsheet and to the following: (… you may refer to the assigned textbook if helpful: provide an answer for each of the following).

1. “Describe” the data.

2. Give an example of a marketing action, related to the “Four Ps – Plus” that you might “Prescribe” based on the data (example, increase price to generate more profits, or add a new feature to sell more of product X). Explain why the action would be helpful for the client in the problem.

3. Give an example of a marketing action, related to the “Four Ps – Plus” that you might “Predict” based on the data (example, I predict we will lose clients if the competition costs less than our product) increase price to generate more profits, or add a new feature to sell more of product X). Explain why the prediction would be helpful for the client in the problem.

1. MARKETING “COMMUNICATIONS”: using what you have learned from reading the “In-Depth Performance Marketing Case” and the “Digitas” Case, Prescribe what BlackFinnDC should consider trying to meet its business goals for the five-block area around its location. Please imagine that you are the BlackFinnDC Vice President of Marketing Analytics when writing the communication. Use the information from the cases as examples and ideas. Limit the prescription to no more than one (1) paragraph, with a maximum of 10 sentences. The prescription should include recommendations and at least two data finding(s) that you think are convincing.

REFERENCE MATERIAL FOR QUESTION #3 (ABOVE) – REVISIT THE SPREADSHEETS AND USE THE DATA

Exercises

1. The Makeup2007. xl sx file (available for download on the companion website) gives sales data for a small makeup company. Each row lists the salesperson, product sold, location of the sale, units sold, and revenue generated. Use this file to perform the following exercises:

   1. Summarize the total revenue and units sold by each person of each product.

   2. Summarize the percentage of each person's sales that came from each location. Create a PivotChart to summarize this information.

   3. Summarize each girl's sales by location and use the Report Filter to change the calculations to include any subset of products.

2. The Station. xl sx file contains data for each family including the family size (large or small), income (high or low), and whether the family bought a station wagon. Use this file to perform the following exercises:

   1. Does it appear that family size or income is a more important deter­ minant of station wagon purchases?

   2. Compute the percentage of station wagon purchasers that are high or low income.

c. Compute the fraction of station wagon purchasers that come from each of the following four categories: High Income Large Family, High Income Small Family, Low Income Large Family, and Low-Income Small Family.

1. The cranberrydata.xlsx file contains data for each quarter in the years 2006–2011 detailing the pounds of cranberries sold by a small grocery store. You also see the store’s price and the price charged by the major competitor. Use this file to perform the following exercises:

   1. Ignoring price, create a chart that displays the seasonality of cranberry sales.

   2. Ignoring price, create a chart that shows whether there is an upward trend in sales.

   3. Determine average sales per quarter, breaking it down based on whether your price was higher or lower than the competitor’s price.

2. The tapedata.xlsx file contains data for weeks during 2009–2011 for the unit sales of 3M tape, price charged, whether an ad campaign was run that week (1 = ad campaign), and whether the product was displayed on the end of the aisle (1 = end cap). Use this file to perform the following exercises:

   1. Does there appear to be an upward trend in sales?

   2. Analyze the nature of the monthly seasonality of tape sales.

   3. Does an ad campaign appear to increase sales?

   4. Does placing the tape in an end-cap display appear to increase sales?

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