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Assignment 1 Discussion Question 3

You are a marketing manager for a company that makes ready-to-eat breakfast cereals. Your company recently initiated a loyalty program for consumers, which resulted in a large purchaser database. The brand managers are eager to mine the available data, which they can use to design more effective promotional programs. Your first step is to conduct an exploratory baseline analysis, the goal of which is to describe the buyer base and estimate basic statistical descriptors of the said buyer base. You are particularly interested in the size of individual purchases, as well as the frequency of repurchases. Describe the individual statistics you would compute and discuss what would you learn from each statistic that would be of value in designing effective promotions.

Justify your answers with examples and reasoning.

Discussion Question 4

You are a marketing manager for a company that makes ready-to-eat breakfast cereals. Your company recently initiated a loyalty program for consumers, which resulted in a large purchaser database. The brand managers are eager to mine the available data, which they can use to design more effective promotional programs. The management of your organization believes that to be effective, these programs have to take into account significant cross-region (i.e., the East Coast, the West Coast, the Midwest, and the South) purchase differences. Your task is to test the hypothesis that there are significant cross-region differences in purchasing patterns. Describe how you would use hypothesis testing to validate the management’s belief of cross-region purchase differences. In addressing this, be sure to answer the following questions:

· What is the goal of testing this hypothesis?

· What would be the mechanics of this hypothesis testing process?

· Why go through the trouble of hypothesis testing in this situation?

Justify your answers with examples and reasoning.

APA Format

Assignment 2

Investigate How a Company Uses Data in Marketing

Select a company (maybe your employer) and assess how it uses data in marketing its products or services. (If it is not your employer, find a sizable local company or search the Internet for a company and contact the marketing department.) Specifically, address the following considerations:

· What data does the company capture and have available?

· What additional data does the company acquire from outside data vendors and why?

· What specific insights or information do companies hope to extract from the available data?

· How does the analysis of the data translate into decisions?

Submit your answers in a 4- to 5-page Microsoft Word document. APA Format