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
a) 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
b) Plan. Summarise and justify the analytical approach that you will take using business
analytics to answer the business question
c) Analysis
i. Data. Outline any steps you have taken to clean the data
ii. 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
d) Conclusion and next steps
i. 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
ii. 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
e) 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
f) Additional marks are available for the professionalism of your report (for example writing
style, quality of your presentation) and the use of appropriate research
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