Data Analysis

Module Learning Outcomes
Intended Knowledge Outcomes 1. Demonstrate knowledge and understanding of data types, data handling and analytics methods essential to data driven marketing decisions
2. Use and apply a range of analytics tools and techniques to develop useful strategic insights critical to marketing and business operations
3. Understand and apply digital analytics tools and techniques in marketing context
4. Critically evaluate and apply theoretical concepts related to marketing and business analytics
Intended Skill Outcomes 1. Understand and frame data driven marketing problems
2. Identify the nature of data essential to marketing analytics and decision making process
3. Develop conceptual and practical understanding of data modelling in marketing analytics
4. Analyse, resolve and communicate complex business and marketing problems using data analytics and visualisation tools
5. Apply digital analytics methods in resolving digital marketing problems
Assessment Case Brief
The New-Ark Shoes Ltd.1 is an SME, based in Newcastle Upon Tyne, that operates online by selling, both, locally produced and imported branded shoes. The business has ambitious growth plans in rivalling some of the high street shoe stores, and appointed you as a Business and Marketing Analytics Executive to develop an organisational data driven decision making culture.
The organisation wants you to develop more predictive business related insights into the future. Your next assignment is to produce comprehensive analytics report addressing the following:
1. Textual/Sentiment Analysis: as part of this section you are expected to conduct sentiment/textual analysis based on data collected from competitor(s’) social media platforms. You must focus on generating insights from consumer brand sentiments, engagement matrix, liked and disliked agendas etc. [400 words] 2. Recommendations & Application of Big Data: as part of this section you are expected to develop strategic recommendations based on your previous analyses. You must also recommend how the company can improve their data management and analytics strategy and apply Big Data concept in order to improve their business performance. [100 words]