Objective
This team assessment aims to test your ability to conceptualize and solve analytics problems, your skills in R programming,Marketing Research and Data Analysis your knowledge of the ethical use of data, and your ability to provide business recommendations based on analytics results. You will form a data analytics team with your peers in this assignment. You are expected to analyze data using descriptive and predictive techniques. The learning content has been covered in the course up until the end of Week 7.
Description
In this team assessment, you must take the business scenario in the individual assessment further to generate actionable insights on improving sales and app satisfaction for ASAL. Recall that:
The online e-store Amazing Sports Australia Ltd (ASAL) sells a variety of branded and non-branded sports products, which have been broadly categorised into (i) Equipment, (ii) Apparel, and (iii) Footwear. The site has recently released a shopping mobile app but is concerned about whether it has effectively boosted sales and promoted its products. The management team seeks to understand customer spending patterns and behaviour with the ultimate objective of optimising app use and enhancing sales.
ASAL has updated the data set and collected additional data on variables. An updated data dictionary has been shared with you in a separate file.
ASAL requires you to:
- Form an analytics team to use descriptive and predictive analytics techniques to generate actionable insights on how to improve user sales and application satisfaction.
- Reflect on the feedback from your project and take it further to help ASAL predict the factors that influence a) user sales and b) application satisfaction.
- Suggest the ethical considerations related to the analysis and the use of data for enhancing sales and application satisfaction.
- Submit your findings as a written report by 3 pm July 21st (Friday) via Turnitin on Moodle.