Data Driven Decisions for Business

MSc Management: Data Driven Decisions for Business

SUMMATIVE Coursework Assessment Brief

2.1. Assessment learning outcomes

This assessment is designed to gauge your understanding, skills and application of common data analysis techniques used in business and other organisations today. As such you need to demonstrate your attainment in these areas according to the four Module Learning Outcomes (LOs):

• LO1: Critically evaluate the evolving use of data in solving business problems, presenting logical arguments based on evidence
• LO2: Explore how data analytics can be used within a business context
• LO3: Critically appraise the presentation of data within a business environment
• LO4: Critically evaluate different business analytical techniques as part of planning a data analytics initiative.

2.2. 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 available internally to analyse data to support business decision-making. WFTT has successfully established a strong reputation and it is now working with internationally recognised brands.

As WFTT expands, it continues to bring in new employees. 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 relevant and actionable recommendations.

As part of the approach to introducing you to how the company works WFTT has asked you to complete a number of tasks to ensure that you have a grounded knowledge and understanding of data analytics and its application in decision-making. This is your opportunity to demonstrate your capability and give your employer the confidence to let you run your own project in the future. The responses to requests detailed below should be included in a summary Microsoft Word report.

In your first week as a junior consultant you have been familiarising yourself with one of WFTT’s major clients, Bangles International Jewellery (BIJ). BIJ operates in multiple country markets across the three continents of Asia, North America and Europe. It does not currently operate in Africa, South America or Australasia. Although a lot smaller, BIJ aims to compete against companies such as Signet, LVMH and Cartier. BIJ sells through a network of distributors and also owns a small number of signature stores in New York, London and Mumbai. It also owns concessions in major airport hubs.

2.3. Research objectives and tasks

Your line manager is happy with your performance and because you have familiarity with the BIJ data she has asked you to lead the next stage of the project. BIJ invested in a marketing campaign in the UK in May 2020. As part of this, the Director of Product & Marketing has commissioned WTTF to conduct data-driven research. The core business question that the Director wants you, as a business consultant to address is:

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

Task 1: Introduction and project plan (20 marks)

Summarise what you are going to present in the report and justify your plan for delivering the research project to BIJ. Ensure you also clearly reference a data analytics framework as part of your plan. Finally, specifically explain how data analytics can add value and drive improved business performance for BIJ.

Task 2: Data quality issues and remedies (10 marks)

Discuss both the generic issues that data analysts encounter in sourcing, reviewing and cleansing data and also specific issues with the project data that BIJ has provided and how you propose to address those issues.

Task 3: Data analysis and commentary (20 marks)

Set out and explain the results of your numeric data analysis in the form of tables, summary data and supporting commentary. Explain how your results inform understanding of BIJ’s performance and business operations. This should include three tables setting out:

(Table A) Data and trends in sales volume and value by month, by year and across the whole analysis period

(Table B) Benchmark comparisons of category performance covering sales volume and value by quarter, by year and across the whole analysis period, and

(Table C) Benchmark comparisons of sales volume and value between markets by quarter, by year and across the whole analysis period.

Task 4: Data charting and commentary (20 marks)

Use your data charting and interpretation skills to develop visual presentations of your findings together with bullet-points setting out the key findings and inferences from the charting. This should include three charts presenting:

(Chart A) Comparison of sales value trends across markets over time

(Chart B) Category performance comparisons between markets, and

(Chart C) Impact of the marketing campaign in the UK market itself, and in comparison, with other markets.

Task 5: Conclusions and recommendations (20 marks)

Based on your analysis and findings in Tasks 3 and 4 set-out your conclusions and recommendations.