data analytics

Using the statistical software of your choice. Answer the following questions as direct as possible. These are skill drills excercies. i need a screen shot how you do every step in the word and the solution in the excel.


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i) Download the data file: “BA-Marketing Data” [This data is scraped from ]

Case setup: You are hired as an analytics consultant for IVEA. IVEA is a successful company that had started a new set of consumable product lines in the last couple of years to see if it merits expanding their business lines. You are leading a committee of marketing managers and are tasked to provide a report to the C-suite executives of IVEA highlighting the customer profiles of the new consumable product lines. At this stage, the report is by way of an IVEA Customer Profile dashboard. Along the dashboard, you are to provide IVEA with heuristics (suggested guidelines) for customer profile segmentation/slicing to inform their next marketing strategies. That is where we come in by answering the following steps:

ii) Explore and clean data as needed: review the variable identifications in the data and choose an approach to treat any missing values in the data file (due to the size of the data set, deleting records is permissible in this case).


iii) Create a list of 4 exploratory descriptive questions you want to answer using your data. Questions need to have business values relating to customers’ profile and need to be answered with the available data you have.


iv) Perform the necessary descriptive statistics to answer the relevant 4 questions in (iii). Conduct a summary statistic for each question.


v) Per question: Create either tables, pivot tables or charts (pick one type of chart: histograms, scatter plots, pie charts, sparklines, box plots etc etc whichever fits). You do not have to use all of the variables in the data. Just use what is relevant to your 4 questions above.


vi) Insert relevant charts and tables in a dashboard. You may use “hypothetical” benchmark figures to showcase if necessary.

vii) Customer Segmentation: The C-suite executives would like to assess the possibility of targeting certain product campaigns (organic, imported etc) based on reported average income of customers. Provide insight to the executives on how you can segment the customers for this targeted campaign strategy. Include a chart of the segmentation in your dashboard.


viii) Package your dashboard in a PDF file and upload to Loop along with your Excel work.

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