Homework answers / question archive / Instructions Analysis Tools What data mining tools will you use to perform the analysis? Why these particular ones? Data Visualizations What data visualizations will you use in your report, and why? Research Question What is the specific research question that needs to be addressed? What research question will you work from in order to analyze the given data for meaningful patterns? Research Measurement How will you determine if your research question was answered or if your hypothesis-generation was successful? How will you measure progress? Follow-Up Questions What are cogent follow-up questions or explorations that should follow from your initial research? Research and Support Are there any published sources or other resources that address your line of inquiry? Where do they fall short? How will they help guide your analysis? For additional details, please refer to the Final Project Milestone Two Guidelines and Rubric document and the Final Project Guidelines and Rubric document

Instructions Analysis Tools What data mining tools will you use to perform the analysis? Why these particular ones? Data Visualizations What data visualizations will you use in your report, and why? Research Question What is the specific research question that needs to be addressed? What research question will you work from in order to analyze the given data for meaningful patterns? Research Measurement How will you determine if your research question was answered or if your hypothesis-generation was successful? How will you measure progress? Follow-Up Questions What are cogent follow-up questions or explorations that should follow from your initial research? Research and Support Are there any published sources or other resources that address your line of inquiry? Where do they fall short? How will they help guide your analysis? For additional details, please refer to the Final Project Milestone Two Guidelines and Rubric document and the Final Project Guidelines and Rubric document

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Instructions

Analysis Tools
What data mining tools will you use to perform the analysis? Why these particular ones?

Data Visualizations
What data visualizations will you use in your report, and why?

Research Question
What is the specific research question that needs to be addressed? What research question will you work from in order to analyze the given data for meaningful patterns?

Research Measurement
How will you determine if your research question was answered or if your hypothesis-generation was successful? How will you measure progress?

Follow-Up Questions
What are cogent follow-up questions or explorations that should follow from your initial research?

Research and Support
Are there any published sources or other resources that address your line of inquiry? Where do they fall short? How will they help guide your analysis?

For additional details, please refer to the Final Project Milestone Two Guidelines and Rubric document and the Final Project Guidelines and Rubric document.

DAT 220: Final Project Milestone Two Guidelines and Rubric

Overview

Milestone Two is centered on tools and visualizations. Describe a simple sampling strategy that might be used to address the business question from a subset of the customer population. What type of information do you need to address the question? 

 

The scenario: Bubba Gump Shrimp Company is a successful retailer of regional food, both in its restaurants and through other retail channels. Bubba Gump began as a small, privately owned restaurant. Thanks to unexpected exposure from a blockbuster movie, Bubba Gump grew rapidly from its humble beginnings and now operates several restaurants, sells branded merchandise through an online retail site, and wholesales its branded merchandise to other retail outlets. Bubba Gump’s growth was initially very rapid in response to a strong demand and high name recognition that followed from its movie exposure. After its first few years of rapid growth, sales increased at slower rates and finally leveled off. Sales have declined in each of the last two years. 

 

Bubba Gump Shrimp Company has collected a large amount of data about its business, including restaurant point-of-sale (POS) data, web channel sales performance, customer information through restaurant loyalty programs, and customer and sales transaction data through its website and retail partners. Bubba Gump’s leadership has decided to commission an analysis of the company’s vast data assets to better understand its customers and look for ways to create new revenue growth.

 

You have been assigned to plan, conduct, and report on this data mining initiative for Bubba Gump Shrimp Company. The company data that is available to you includes Bubba Gump’s restaurant point-of-sale (cash register, credit card) data, its customer database (collected from its restaurant loyalty program and online sales channel), its web store sales transaction data, and customer and sales data from third-party retailers.

 

All of Bubba Gump’s data has recently been integrated in a data warehouse. That enterprise data warehouse was built specifically to support data mining initiatives like the one you have been assigned to conduct, by consolidating data from multiple operations and channels in one place and integrating the data across sources for a complete view of the customer experience. For the first time, Bubba Gump analysts can link sales transactions to specific customers at specific restaurants, for example. It also means that you can link customer transactions across channels; that is, for any given customer, you can link to both their restaurant purchases, their online purchases, and (in some cases) their purchases from third-party retail partners.

 

You have been selected to develop and execute the data mining analysis plan for Bubba Gump’s customer analysis project. Your project will be the first major data mining project conducted against the new Bubba Gump data warehouse. Because Bubba Gump’s data was not previously integrated in a single data warehouse, company leadership has never been able to analyze its customers across their complete experience. In other words, customer restaurant purchases, online purchases, and third-party retailer purchases could not be analyzed together previously; each channel had to be analyzed separately.

 

As a first step, a sample of 500 customers has been selected from the analytics data warehouse and given a survey in exchange for purchase credits at one of

Bubba Gump’s sales channels. The survey sample was selected from the universe of customers who have made purchases from at least one Bubba Gump outlet (restaurant, web store, etc.). Responses to various customer satisfaction questions were recorded, and historical purchase information has been extracted from the data warehouse for each customer in the sample. 

 

Your task is to analyze the survey responses to understand whether there are natural “clusters” within Bubba Gump’s customer population. You are then to create a visualization of this survey data that describes Bubba Gump’s customers across any dimensions that define those subgroups. 

               

Your Assignment

In your response, address the following critical elements:

 

Analysis Tools

What data mining tools will you use to perform the analysis? Why these particular ones? 

 

Data Visualizations

What data visualizations will you use in your report, and why? 

 

Research Question

What is the specific research question that needs to be addressed? What research question will you work from in order to analyze the given data for meaningful patterns? 

 

Research Measurement

How will you determine if your research question was answered or if your hypothesis-generation was successful? How will you measure progress? 

 

Follow-Up Questions

What are cogent follow-up questions or explorations that should follow from your initial research? 

 

Research and Support

Are there any published sources or other resources that address your line of inquiry? Where do they fall short? How will they help guide your analysis? 

 

Guidelines

Assignment must follow these formatting guidelines: double spacing, 12-point Times New Roman font, one-inch margins, and APA citations. Page length requirements: 1–2 pages. 

               

Rubric

 

Critical Elements	Exemplary (100%)	Proficient (85%)	Needs Improvement (55%)	Not Evident (0%)	Value
Analysis Tools	Meets “Proficient” criteria, and defense shows detailed analysis of the available tools and resources	Selects and defends choice of data mining tools in terms of the relative strengths and weaknesses of the tools	Selects and explains choices, but does not defend in terms of the relative strengths and weaknesses of the tools	Does not select and explain data mining tool choices	20
Data Visualizations	Meets “Proficient” criteria and accurately relates the relative strengths and weaknesses of data visualizations to the original problem	Determines and defends visualization selections for communicating results of data analysis in terms of strengths and weaknesses	Determines and explains visualization selections for communicating results of data analysis, but not in terms of strengths and weaknesses	Does not determine and explain visualization selections for communicating results of data analysis	20
Research Question	Meets “Proficient” criteria, and articulations and relations are valid, clear, and concise	Articulates research question(s) with applicability for determining meaningful patterns in data mining	Articulates research question(s), but questions are not applicable to how data will be analyzed for meaningful patterns	Does not articulate research question(s)	20
Research Measurement	Meets “Proficient” criteria and thoroughly explains the criteria needed for answering the research question at a deeper level	Assesses the research approach in terms of the measurability of the research question(s)	Assesses the research approach, but not in terms of successful measurability and answerability of the research question(s)	Does not assess the research approach for successful attainment of the research question(s)	20
Follow-Up Questions	Meets “Proficient” criteria and articulates creative but relevant additional questions for further research	Generates well-formulated additional research questions based on utilized data mining and research techniques	Generates additional research questions for further inquiry, but research questions are not well-formulated given the utilized mining and research techniques	Does not generate additional research questions for further inquiry	10
Research and Support	Meets “Proficient” criteria, and use of research is valid for the given environment	Utilizes appropriate research techniques to evaluate sources of related and supporting research	Utilizes research techniques to examine sources of related research, but does not evaluate the sources for ability to support claims	Does not utilize research techniques to examine sources of related research	10
				Earned Total	100%