Data Driven Marketing

(Please ensure that your name does not appear on any part of your work)

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A multinational supermarket chain is interested in restructuring its integrated marketing communication strategy using classical and digital marketing techniques in order to extend their business.

Initially, the multinational chain tested some vouchers for promoting one category of their products: toys. The company sent vouchers for toys by post to around 1,800 randomly selected customers who are already registered for the loyalty club. By consolidating data from various internal systems, the chain has collected a dataset “toys.sav” which includes some socio-demographic variables (e.g. Date of birth, Gender, etc.), customer behavioural summary variables before the vouchers were sent (e.g. Customer loyalty status, etc.), and two behavioural variables after the vouchers were sent (i.e. Used the voucher or not, Total profit from the transaction) of these 1,844 customers.

Table 1. Description of the variables in the “toys.sav” dataset

Assume you are a marketing analyst working for this particular multinational supermarket chain.

Your manager would like to know your insights and practical advices in order to help the Marketing team create a new integrated marketing communication strategy. After discussing with your manager, he asked you to write a report which will include the following sections:

1.       Conduct some basic analysis to understand the performance of the initial campaign for toys. (e.g. overall response rate, response rate by gender/age, etc.)

2.       To fully understand what drives campaign response, you are going to build a predictive response model. The objective is to understand which types of customers are characterised by a higher probability of response.

3.       In order to reduce the cost, your manager would like to plan a new campaign with focus on online digital media channels, making use of e-mail vouchers instead of using a physical voucher sent by post. Do you think this approach would be a good idea? Based on these collected data, do you think it is possible for your company to use email to replace postal campaigns? Draw some recommendations based on your observations. Support your recommendations using corresponding justification from theory and from marketing-related journals.

Coursework Requirement:

(i)       Your report should communicate your key findings clearly to colleagues working in the same company.

(ii)      You could use either SPSS Statistics or Excel to conduct the analysis.

(iii)    Please refer to the grade descriptor of this coursework for the detail marking scheme.

Word Limit: +/-10% either side of the word count (see above) is deemed to be acceptable. Any text that exceeds an additional 10% will not attract any marks. The relevant word count includes items such as cover page, executive summary, title page, table of contents, tables, figures, in-text citations and section headings, if used. The relevant word count excludes your list of references and any appendices at the end of your coursework submission.

You should always include the word count (from Microsoft Word, not Turnitin), at the end of your coursework submission, before your list of references.

Title/Cover Page: You must include a title/ cover page that includes: your Student ID, Module Code, Assignment Title, Word Count. This assignment will be marked anonymously, please ensure that your name does not appear on any part of your assignment.

References: You should use the Harvard style to reference your assignment. The library provide guidance on how to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing

Submission Deadline: Please note that the submission deadline for Southampton Business School is 16.00 for ALL assessments.

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(Please note these comments are REQUIRED and will be sent to the External Examiner)