Question: An Este Lauder Data Analytics Plan In August 2020, Avlash and his team in the Consumer Care and Analytics Group noticed a spike in

An Estée Lauder Data Analytics Plan

In August 2020, Avlash and his team in the Consumer Care and Analytics Group noticed a spike in consumer contact volumes. A preliminary look at the data suggested that the increase was coming largely from the Asian markets.

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As the data analytics lead, you are asked to work on the analytics plan report, which includes:

Identification of the "north star" objective that will guide the marketing analytics plan.
The additional questions that will further guide your analytics journey and help determine the required data sources.

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North Star Objective The primary objective of the marketing analytics plan for Este Lauder is to identify the underlying reasons for the spike in cons... View full answer

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