Case: Artea (B): Including Customer-Level Demographic Data Review Artea (B): Inc
Case: Artea (B): Including Customer-Level Demographic Data
Review Artea (B): Including Customer-Level Demographic Data in your HB Coursepack and answer the following question (s) in a three- to four-page, APA style paper, using calculations where necessary to provide support. Your answers for the case should be double-spaced, using Times New Roman (12) font. Citations or references are required.
Based on the insights from the test data:
What do you learn from the demographic data?
Which customers should be targeted in the next targeting campaign?
Would you advise Campbel to buy demographics data from Trackify? If so, how should she use those data?
Are there any ethical concerns from buying and using customer-level demographic data?
Requirements:
From the case, you received the “Next_Campaign” spreadsheet supplement, which includes the information about 6,000 users who visited the company website. For your analysis, complete (a) descriptive statistic, (b) correlations and interpret your findings.
* To recreate this table, select “Data” -> “Data Analysis” -> “Descriptive Statistics”. Select in the “input range” the desired variables from the “Next_Campaign” tab (select the entire columns, including the name, here columns B-I are included), and check “labels in the first row”, and “Summary statistics”, click OK. The summary statistics table will be created in a new worksheet.
Provide visualization to demonstrate your understanding and interpretation of the demographic data (refer to chapters 2 and 3). Plots for Demographic Charts using:
Channel of Acquisition: include average spent of female, average spent of minority, and the sum of what each demographic category spent per each Channel.
Purchase History: including average of female and minority
Shopping Cart: including average of female and minority
Past consumption by demographic characteristics: values – average of browsing minutes, average of weeks since visit, and average of spent last purchase with column labels non-minority and minority
*To create a PivotTable in Excel, select the cells you want to create a Pivot table from. Select insert > PivotTable. This will create a PivotTable based on the existing data for “Next_Campaign”. Select the table/range. Choose ‘New Worksheet’ click Ok. Building out your PivotTable, add a field to your PivotTable, then select the field name. To move a field from one area to another, drag the field to the target area. For Example, from the PivotTable fields, click ‘channel of acquisition’ add to rows & click ‘channel of acquisition’ to values. Next, click on the drop-down button, then value field settings, change sum to count, ok.
Note that selecting an appropriate chart type is effective to convey a message to your audience. Keep in mind that your job is to not only analyze the data but to explain what these results mean.
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