marketing analytics

MIS784 - Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 1

DEAKIN BUSINESS SCHOOL

DEPARTMENT OF INFORMATION SYSTEMS AND BUSINESS ANALYTICS

MIS784 Marketing Analytics

Assignment One

Background This is an individual assignment, which requires you to analyse a given data set, interpret, draw conclusions from your analysis, and then convey your conclusions in a written report to a person with limited knowledge of marketing analytics.

Percentage of final grade 20% Due date Monday 24th August 8pm

The assignment must be submitted by the due date electronically in CloudDeakin. When submitting electronically, you must check that you have submitted the work correctly by following the instructions provided in CloudDeakin. Please note that we will NOT accept any hard copies or part of the assignment submitted after the deadline or via Email. Extensions of time are not permitted. 5% will be deducted from the 20 marks allocated to this assessment task for each day that the assessment is late, up to five days. Penalties include weekend days. Where work is submitted more than five days after the due date, the task will not be marked and the student will receive 0% for the task. The assignment uses the file MIS784_Assignment 1_Data.xlsx which can be downloaded from CloudDeakin.

MIS784 - Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 2

Assurance of Learning This assignment assesses following Graduate Learning Outcomes and related Unit Learning Outcomes:

Graduate Learning Outcome (GLO) Unit Learning Outcome (ULO) GLO1: Discipline-specific knowledge and capabilities: appropriate to the level of study related to a discipline or profession. GLO2: Communication: using oral, written and interpersonal communication to inform, motivate and effect change GLO3: Digital literacy: using technologies to find, use and disseminate information GLO5: Problem Solving: creating solutions to authentic (real world and ill define) problems.

ULO1: To apply analytics models to a wide range of marketing activities ULO2: Use computer software to analyse consumers’ data and understand the strength and limitations of each software ULO3: Analyse and interpret the output of a range of Customer analytics models in order to improve the decision making process ULO4: Demonstrate comprehensive understanding of Customer analytics models ULO5: Demonstrate ability to communicate the findings in writing in a way that is useful for both academics and practitioners.

Feedback Prior to submission Students are able to seek assistance from the teaching staff to ascertain whether the assignment conforms to submission guidelines. Please posted your questions on CloudDeakin’s discussion forum for Assignment 1. After submission Your assignment feedback will be returned in a rubric via CloudDeakin with an overall mark together with comments. In order to understand any areas of improvement, students are expected to refer, and compare, their answers to the suggested solutions.

MIS784 - Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 3

Case Study

The CMO of electronics retailer JB Hi-Fi has commissioned a marketing study to analyse its performance

and identify opportunities for growth. Your marketing consultancy firm has been given this project and

you have been assigned the task of analysing the data and developing recommendations to be presented

to the CMO of JB Hi-Fi.

JB Hi-Fi is one of the leading electronics retailers in Australia operating over 210 stores. In the recent

years, increased competition has reduced its profitability and the retailer is working on a major

restructuring plan aimed at increasing its market share. As a first step towards restructuring, this study

has been commissioned to provide insights about JB Hi-Fi’s customers, their attitudes and their spending

habits. Two other retailers – Harvey Norman and The Good Guys have been identified as the major

competitors to JB Hi-Fi.

For this study, a survey was sent to 500 randomly selected consumers in Melbourne metro area asking

questions on their electronics purchases. The survey started by measuring ‘Top of mind brand recall’ by

asking respondents to name the first brand that comes to their mind when they think of an electronics

retailer. It then asked questions about respondents’ electronic purchases in JB Hi-Fi and its two major

competitors, in the past one year.

Besides, the survey also measured their perception of JB Hi-Fi and its competitors in three main store

attributes – price level, service quality and range of products carried. These three factors were identified

as the most important determinants of consumers’ electronic goods purchases. The responses were

collected on a 5 point scale for the following survey questions.

1. On a scale of 1(very unattractive) to 5 (very attractive), how attractive is the price charged by

each of the three electronics retailers.

2. On a scale of 1(very bad) to 5 (very good), how would rate the in-store and post purchase service

provided at each of the three electronics retailers.

3. On a scale of 1(very bad) to 5 (very good), how would rate the product variety (products and the

brands) carried by each of the three electronics retailers.

Out of 500 survey questionnaires, 322 responses were obtained at an astounding response rate of 64%.

Task One

Analyse the market position of JB Hi-Fi relative to its competitors. (Hint: Market share analysis)

Task Two

Identify the drivers of JB Hi-Fis’ performance relative to its competitors. (Hint: Market share decomposition)

MIS784 - Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 4

Task Three

Analyse your findings and identify opportunities for increasing JB Hi-Fi’s market share.

Task Four

Develop recommendations for JB Hi-Fi using your findings from the market share analysis and survey.

(Hint: Use survey data to find if there is any difference between the three retailers in the awareness, and/or price, quality or assortment perception. You can compare average perception of each attribute (price, quality and assortment.) across the three retailers. Develop recommendations based on your findings).

MIS784 - Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 5

Submission The assignment consists of two parts: Analysis and Report. You are required to submit both your written report (approx. 1500 words) and analysis (in Excel). • Analysis The analysis should be submitted in the Excel file. Before submitting your analysis make sure it is logically organised and any incorrect or unnecessary output has been removed. All calculated figures are expected to be tied to appropriate Excel functions. Note: Give the Excel file an appropriate name such as MIS784_A1_studentID.xlsx. • Report The report should be written based on your analysis output. As a general guide, you are expected to follow the structure of the case report posted under Week 2 folder. Note: Name the report with an appropriate file name such as MIS784_A1_studentID.docx.

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Criteria Unsatisfactory Satisfactory Good Very Good Excellent

Analysis: Analytical results (Marks: 3) GLO1 and GLO 3

0.7 No analysis is presented or Irrelevant/inappropriate techniques have been used to analyse the data with many errors in the analysis

0-1.4

1.6 Consistently, independently and skilfully uses appropriate data analysis techniques, demonstrating some expertise and specialised skills

1.5-1.7

1.9 Consistently, independently and skilfully uses appropriate data analysis techniques, demonstrating good expertise and specialised skills

1.8-2

2.2 Uses appropriate data analysis techniques independently, efficiently and effectively, and demonstrating a consistently high levels of expertise and specialised skills.

2.1-2.3

3 Uses most suitable data analysis techniques independently, efficiently and effectively, and demonstrating a consistently high levels of expertise and specialised skills.

2.4-3 Report: Selection of analytical techniques and evaluation of the methodology for improving marketing decision-making (Marks: 4) GLO1 and GLO5

1 Proposes no or inadequate solutions to existing and/or new situations in professional practice and/or further learning that indicate comprehension of a complex problem. Solutions do not consistently reflect any intellectual independence, adaptability and integrity.

0-1.9

2.2 Proposes an acceptable creative solutions to existing and/or new situations in professional practice and/or further learning that indicates satisfactory comprehension of a complex problem and reflects proficient judgement of the pros and cons of the proposed solution.

2-2.3

2.6 Proposes a good creative solution to existing and/or new situations in professional practice and/or further learning that indicates comprehension of a complex problem and reflects expert judgement of the pros and cons of the proposed solution. The proposed solution reflect a high level of intellectual independence and autonomy.

2.4-2.7

3 Proposes a very good creative, novel solution to existing and/or new situations in professional practice and/or further learning that indicates a comprehension of a complex problem and reflects an authoritative judgement of the pros and cons of the solution The proposed solution reflect a very high level of intellectual independence.

2.8-3.1

4 Proposes an exemplary creative, novel solution to existing and/or new situations in professional practice and/or further learning that indicates a deep comprehension of a complex problem and reflects an expert and authoritative judgement of the pros and cons of the proposed solution Solutions reflect an exceedingly high level of intellectual independence.

3.2-4

Report: Interpretation of analysis output from a marketing perspective (Marks: 5) GLO1 and GLO5

1.2 Provides no or a limited interpretation of the analysis output and no logical interpretations from a marketing stand point

0-2.4

2.7 Provides an acceptable interpretation of the analysis output and satisfactory interpretations from a marketing stand point

2.5-2.9

3.2 Provides a good interpretation of the analysis output and reasonable interpretations from a marketing stand point

3-3.4

3.7 Provides a very well interpretation of the analysis output and thorough interpretations from a marketing stand point

3.5-3.9

5 Provides an excellent interpretation of the analysis output and insightful interpretations from a marketing stand point

4-5 Report: Develop management recommendations (Marks: 5) GLO5

1.2 Provides no or limited guidance as to how solutions might be skilfully and creatively implemented in a manner that addresses multiple contextual factors of the problem.

0-2.4

2.7 Provides satisfactory guidance as to how solutions might be skilfully and creatively implemented in a manner that satisfactorily addresses multiple contextual factors of the problem.

2.5-2.9

3.2 Provides expert guidance as to how solutions might be skilfully and creatively implemented in a manner that adequately addresses multiple contextual factors of the problem.

3-3.4

3.7 Provides very good authoritative and expert guidance as to how novel solutions might be skilfully and creatively implemented in a manner that addresses sufficiently multiple contextual factors of the problem.

3.5-3.9

5 Provides outstandingly authoritative and expert guidance as to how novel solutions might be skilfully and creatively implemented in a manner that excellently addresses multiple contextual factors of the problem.

4-5

MIS784 - Marketing Analytics Assignment 1 – Trimester 2, 2020 Page 7

Report: Quality of writing, Report formatting & Table & Figures to support conclusions (Marks: 3) GLO2

0.7 Always or mostly uses inappropriate and/or irrelevant content to develop and explore basic ideas and presents an unacceptable exposition of complex knowledge and ideas.

0-1.4

1.6 Moderately uses appropriate, relevant, and compelling content to illustrate mastery of the subject or topic and presents a clear, coherent, independent and professional exposition of complex knowledge and ideas

1.5-1.7

1.9 Mostly uses appropriate, relevant, and compelling content to illustrate mastery of the subject or topic and presents a clear, coherent, independent and professional exposition of complex knowledge and ideas

1.8-2

2.2 Consistently uses appropriate, relevant, and compelling content to illustrate a mastery of the subject or topic and generates original knowledge, making a substantial contribution to a discipline or area of professional practice.

2.1-2.3

3 Consistently and effectively uses appropriate, relevant, and compelling content to illustrate a mastery of the subject or topic and generates original knowledge, making a very substantial contribution to a discipline or area of professional practice.

2.4-3 Overall Score Fail (N)

0 – 9.5 Pass (P) 10-11.5

Credit (C) 12-13.5

Distinction (D) 14-15.5

High Distinction (HD) 16 - 20