Homework answers / question archive / Assessment Brief 2

Assessment Brief 2

Statistics

Share With

---

Assessment Brief

2.1. Scenario

You have recently been employed as a data analyst in a consultancy called Wood From the Trees (WFTT).  The consultancy was established 10 years ago and specialises in helping companies that don’t have the skills to analyse data to support business decisions. WFTT have successfully established a strong reputation and they are now working with internationally recognised brands.

As WFFTs expands they continue to bring in new employee’s. The recruitment strategy is to employ less experienced people and give them the support and development they need to succeed in the company.  They like recruits to have a broad management experience and not be specialist analysts because they offer more commercially viable recommendations.

As part of the approach to introducing you to how the company works WFFT have asked you to complete a number of initial tasks to ensure that you have a grounded knowledge and understanding of the company.  This is your opportunity to demonstrate your capability and give them the confidence to let you run your own project in the future. The responses to requests detailed below should be included in a summary Word report that you save and submit in a PDF file.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2.2. Summative

 

Your line manager is happy with your performance and because you have familiarity with the Bangles data she has asked you to lead the next stage of the project.  Bangles invested in a marketing campaign in the UK in month 5 2020.

The business question that Bangles are trying to address are:

?          Did the marketing campaign have a positive impact on sales performance in the UK?

A new dataset is available to you (see separate file)

You have been asked to complete a report for the client.  This should be written in Word and then saved as a PDF and be no more than 2,500 words.  Because this is your first client report for WFTT your line manager has given you additional detail re the structure and content that she expects to see

 

1. Context.  Summarise the key changes and trends that are leading to the increased importance of data analysis in companies such as Bangles, and how data analytics can add value

 

400 words 10 marks

 

2. Plan.  Summarise and justify the analytical approach that you will take using business analytics to answer the business question

 

350 words 10 marks

 

3. Analysis
   1. Data.  Outline any steps you have taken to clean the data 
   2. Analysis.  Apply relevant analytical techniques that will support answering the business question.  Summarise your analysis in insightful tables and charts and include an appropriate management commentary that highlights the key points that can be drawn from your analysis

              650 words 35 marks

 

4. Conclusion and next steps
   1. 1. Concisely summarise your conclusions and recommendations in respect of the business question.  This should include how the analysis could be improved (for example through using additional data) and highlight any concerns you have re the analysis
      2. Next steps – critically evaluate the use Bangles could make of advanced techniques such as econometric analysis in further analysing the effectiveness of the UK marketing campaign

1,100 words 30 marks

 

5. Board Summary

i.      Bangles would like a 5 slide summary that they can use internally and present to the Board.  This should cover all of the key points in the report 

 

Create and then cut and paste 5 Microsoft Powerpoint slides into your document that summarises your written report

10 marks

 

6. Additional marks are available for the professionalism of your report (for example writing style, quality of your presentation) and the use of appropriate research

5 marks

               

1. Marking Guide (Student Version) - Summative

The assignment is marked out of 100. The following table shows the mark allocation and the approach required.

Assignment Part	Approach	Mark
2.3 a
Context – key changes and trends and how data analytics can add value   400 words	Students are expected to include up to 5 points underpinning the trends (5 marks) and 5 points as to how data analytics can add value (5 marks)	10 marks
2.3 b Planned approach for analytics   350 words	Reference to an appropriate analytics framework (2 marks).   Evidence of careful consideration of the available data and the analysis approaches are relevant and well explained (8 marks)	10 marks
2.3ci  Data cleaning   150 words	Identification of and actions to address any data issues found  (4 marks)	35 marks
2.3cii Analysis.  Summarise in appropriate tables and charts with management commentary   500 words	Clear evidence that data for the markets, categories and volume value metrics have been used.  At least 2 summary tables included (10 marks)   At least 6 relevant charts included that are presented professionally  (12 marks)   Relevant commentary that compliments the tables and charts and demonstrates insight and thinking  (9 marks)
2.3di  Conclusions    600 words	Concise and relevant summary of key insights with an explicit answer to the business question  (10 marks)   Consideration of how the analysis can be improved and  concerns are sensible and considered in the context of the data provided.     (12 marks)	30 marks
2.3dii Next steps – the use of advanced techniques   500 words	Critical evaluation includes both advantages (4 marks) and disadvantages (4 marks) which are sensible in a commercial context.
2.3 e    Board summary	5 professionally presented slides that a reader can pick up independent of the report and have a clear understanding of the approach, analysis and conclusions   (10 marks)	10 marks
2.3 f    Professionalism and research	Professionally presented report and slides.  Research is particularly relevant in 2.3a and 2.3d ii   (5 marks)	5 marks
TOTAL		100