Actionable Insights

Objective: You work for a marketing consultancy firm and your customer is looking to launch a new product. You need to analyze its internal data and external data (example: demographics of addressable market); and give 3 specific recommendations to your client for a successful go to market strategy. How would you measure the success of these recommendations (example: customer-acquisition-cost, conversion cost, click-through-rate)?

*Make sure you select a company (client) that has public available data or that can provide the data your need for this analysis.

Due date: one week after Session 7

Phase 1 Descriptive Statistics

Using descriptive statistics, present your assessment of this business and new product to launch by analyzing different segments, regions, demographics. Compare the results of these measurements and share your conclusions.

Identify if there are any KPIs related to ESG and present them clearly. What is their impact?

Present your findings using the results obtained and visuals. Show which data you decided to highlight and what measures you used.

Phase 2 Measures of Association

Identify variables that have significant relationships among them. Describe the relationship in terms of strength and direction.

Identify variables that may have a causation relationship. Propose a course of action to validate your assumptions.

Identify if there are any KPIs related to ESG and present them clearly. What is their impact?

Present your findings using the results obtained and visuals. Show which data you decided to highlight and what measures you used.

Phase 3 Normal Distribution

Identify relevant metrics that follow a normal distribution.

• Explain why this variable follows this trend based on your knowledge of this business.
• Are there outliers that are worth investigating further?
• Are there any other variables that follow a normal distribution?

Identify if there are any KPIs related to ESG and present them clearly. What is their impact?

Present your findings using the results obtained and visuals. Show which data you decided to highlight and what measures you used.

Phase 4 Regression

• • Identify variables that you predict by using a regression model.
  • Assess how strong your model is.
  • Analyze what happens if you include or exclude one variable.
  • Are there any other external variables that can alter your model?

Deliverable:

1) Power Point

• • Based on your work on Phases 1 to 4, provide a prioritized summary of your findings.
  • In all phases, identify if there are any KPIs related to ESG and present them clearly. What is their impact?
  • Give 3 specific recommendations to the CEO for next steps. Support your recommendations with data and insights from your analysis and trusted sources.
  • How would you measure the success of these recommendations?
  • Length of your Power Point Document: Maximum 10 slides

2) Excel

• Supporting Data Analyses, Charts, Trends, and Regressions (1 tab per phase)

Pointers/Guidelines:

• All your recommendations need to be strongly supported with Data Analysis completed in Excel.
• At your discretion apply insights from Annual Report, WSJ and other trusted data sources to support and strengthen your analysis and recommendations. Be clear in your source annotations.
• Other potential Sources: You have access to IBIS world where you can find industry data that supports your analysis
• Excel should include (1) descriptive statistics, (2) measures of associations, a (3) normal distribution and at least (4) one regression and (5) additional company/industry/relevant data.
• Charts need to be created and formatted as well.
• Last sheet of Excel should have references for all your data sources. Proper citation is required. Note: Wikipedia or ChatGPT is not considered a trusted source.

Rubric

Individual Final Project

Individual Final Project

Criteria	Ratings	Pts
This criterion is linked to a Learning OutcomeUse of course concepts	33.34 pts Full Marks Demonstrates complete command of tools and concepts from the course. Makes appropriate and powerful connections between identified issues and strategic concepts studied in the course readings and class lectures. 25.01 pts Accomplished Demonstrates good command of tools and concepts from the course. Makes appropriate connections between identified issues and strategic concepts studied in the course readings and class lectures. 16.68 pts Developing Demonstrates limited command of tools and concepts from the course. Makes some connections between identified issues and the strategic concepts studied in the course readings and class lectures. 8.33 pts Beginning Makes only a few, if any, connections between identified issues and concepts from the course readings and class lectures. 0 pts No Marks Makes no connections between identified issues and concepts from the course readings and class lectures.	33.34 pts
This criterion is linked to a Learning OutcomeAnalysis	33.33 pts Full Marks Presents an insightful and thorough analysis of all identified issues. Includes all necessary calculations. 25 pts Accomplished Presents an adequate analysis of most of the issues identified, but lacks depth in some areas. Is missing some necessary calculations. 16.67 pts Developing Presents an adequate yet limited analysis of most of the major issues identified, but lacks depth in several areas. Conclusions may lack support. 8.33 pts Beginning The level of analysis could use better framing and more depth. Factual and/or computational support for the analysis is omitted. 0 pts No Marks The level of analysis almost entirely lacks framing and/or depth	33.33 pts
This criterion is linked to a Learning OutcomeRecommendations	33.33 pts Full Marks Recommended course of action has strong arguments based in the analysis and issues and includes anticipated consequences and alternatives. 25 pts Accomplished Recommended course of action is appropriate to address major issues, and is linked to the analysis. Some anticipated consequences and alternatives are included. 16.67 pts Developing Recommendations are mostly appropriate to address issues and are at least partially linked to the analysis. Anticipated consequences and alternatives are lacking. 8.33 pts Beginning The recommended course of action could use more connections to the identified issues, and the addition of one or more anticipated consequences or alternatives would strengthen the plan. 0 pts No Marks Recommendations are largely inappropriate or absent	33.33 pts
Total Points: 100