Data Driven Marketing


Module Code: MANG6230 Assessment: Supplementary Coursework Weighting: 100
Module Title: Data Driven Marketing
Word Count: 2000  


Method of Submission: Electronic via Blackboard Turnitin ONLY

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



Any submitted after 16:00 on the deadline date will be subject to the standard University late penalties (see below), unless an extension has been granted, in writing by the Senior Tutor, in advance of the deadline.

University Working Days Late: Mark:
1 (final agreed mark) * 0.9
2 (final agreed mark) * 0.8
3 (final agreed mark) * 0.7
4 (final agreed mark) * 0.6
5 (final agreed mark) * 0.5
More than 5 0


This assessment relates to the following module learning outcomes:


A. Knowledge and Understanding A1. The potential of data for gaining actionable insights and supporting marketing decisions;

A2. The various possible sources of customer/campaign data and how data is stored;

A3. The common types of data driven marketing activities.

B. Subject Specific Intellectual and Research Skills B1. Make informed decisions on when to employ data based techniques, and understand the practical difficulties and other issues involved;

B2. Identify suitable approaches for incorporating insights into marketing tasks;

B3. Discuss the different types of software tools that are relevant to data driven marketing activities and understand the basics of how to apply them.

C. Transferable and Generic Skills C1. Manage time and tasks effectively in the context of individual study;

C2. Explain concepts clearly and critically apply findings;




Coursework Brief:

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.



Name Description
CUSTID Customer loyalty identification number
DOB Date of birth of the customer
GENDER Gender of the customer
ADDRESS Provided postal address or not
EMAIL Provided email address or not
LCDATE Loyalty card application date
EDATE Date extracted from the daily sales data base
NGROUP Neighbourhood group
REGION Geographic region
CLASS Customer loyalty status (in order): Tin, Silver, Gold, or Platinum
AFFL Affluence grade on a scale from 1 to 30
RESPONSE Used the voucher or not? (data collected after the campaign)
PROFIT Total profit from the voucher transaction (data collected after the campaign)

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.




Nature of Assessment: This is a SUMMATIVE ASSESSMENT. See ‘Weighting’ section above for the percentage that this assignment counts towards your final module mark.


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:


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


Turnitin Submission: The assignment MUST be submitted electronically via Turnitin, which is accessed via the individual module on Blackboard. Further guidance on submitting assignments is available on the Blackboard support pages.


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You are allowed to test submit your assignment via Turnitin before the due date. You can use Turnitin to check your assignment for plagiarism before you submit your final version. See “Viewing Your Originality Report” for guidance.  Please see the Module Leader/lecturer on your module if you would like advice on the Turnitin Originality report.


The last submission prior to the deadline will be treated as the final submission and will be the copy that is assessed by the marker. 


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Feedback: Southampton Business School is committed to providing feedback within 4 weeks (University working days).  Once the marks are released and you have received your feedback, you can meet with your Module Leader / Module Lecturer / Personal Academic Tutor to discuss the feedback within 4 weeks from the release of marks date. Any additional arrangements for feedback are listed in the Module Profile.


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