Marketing Analytics

Coursework

2017-2018

Brand Troko sells cutting-edge denim fabric products to retail clothing companies in the fashion industry. The marketing research team of Troko has recently carried out a survey about their brand’s awareness. The 2017 survey showed 66% aided brand awareness, reflecting moderate brand knowledge that customers possess. To communicate its differentiated positioning in the global market, Troko was using an ‘only-offline’ communications model with its customers by adopting a variety of offline marketing instruments such as promotions, exhibitions, and magazine advertising. Then, the company switched the budget to a mix model, i.e. ‘online-offline’. Thus, Troko’s current marketing communication vehicles also include display ads and google adwords. In addition, to engage better with customers, the company has been investing in social media marketing campaigns.

Anne Watson, the head of the marketing department at Troko, is keen to achieve the marketing objectives of the company through digital and traditional marketing communications. After running online and offline advertising campaigns over the last years, Mrs. Watson obtained a summary of the data pertaining to January 2009 – September, 2017. The data cover monthly spending ($) information on promotions, exhibitions, magazines, google adwords, display ads, social media ads as well as visits to the website of the company, and sales revenues.1

Although very experienced in the sector, Mrs. Watson does not know how to squeeze the online and offline marketing data out in order to improve their revenues. She recently hired you as a marketing analytics expert, and looks for simple but powerful insights and any recommendations you would make.

She seeks answers to the following questions:

.    1) Can you forecast how much sales revenues we could achieve over the next 6 months, and indicate the uncertainty surrounding the point forecasts? 


1 The dataset and variable definitions can be found in the excel file called ‘Troko_data.xlsx’. 1

Mrs. Watson wants that you justify your answers by using your expertise in the marketing analytics area, and that you prepare an executive report covering all the answers to the above questions.

When preparing the report, please bear in mind that:

            –  the report should be up to 15 pages. 


            –  R code must be sent as part of your submission. 


            –  any relevant tables and figures must be included in the main part of the report, 
as long as they support the arguments. 


            –  Mrs. Watson is not an expert in advanced mathematics, statistics or 
econometrics. Please try to emphasize the intuition that can be developed 
based on the technical output. 


            –  table of contents, reference list and appendix do not count against the page 
limit.


Assessment criteria:

structure and Q1 will add 10%. 
Good Luck! 


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