Task $1(25$ marks$)$

Choose an organization $($either the one you are working with or any other organization of your choice$).$

a$.$ Identify the different sources of business data in the organization that can be used as a part of the analytics process. Describe an approach $($in not more than $3$ steps$)$ on how to use the data to make better decisions in the identified organization. $[10$ marks$]$

b$.$ Critically evaluate the analytic capabilities of the organization. Using a suitable framework $[$Davenport or Acito & Khatri$],$ suggest how the organization could build its analytic capabilities. $[15$ marks$]$

Task $2(50$ marks$)$

Scenario:$-$

The HomeSpot is a major retailer that sells home appliances and products both online as well as physical locations in different stores across the globe. Customer interactions in different formats include those generated on website as well as POS transactions. However, a large part of this data is fragmented and continue to be in silos. This affects the organization$$s attempts to take into account the customer life time value as well its marketing efforts in the required directions. Imagine you are the analyst from Retail Analytica, an organization that consults for retail companies. You strongly recommend that an appropriate use of analytics and big data can help the organization to overcome the above problem.

a$.$ The marketing team wants to try its luck at rolling out personalized real time product promotions while the shoppers are in the store premises $$ either online or physical. Analyse the business challenge and recommend suitable analytical solution$($s$)$ for the same. $[25$ marks$]$

b$.$ The team that is working on the store$-$layout is confident that the placement of the products in the store definitely affects sales. However, the team is unable to find out how customers shop before they arrive at a decision. Analyse the business challenge and recommend suitable analytical solution$($s$)$ for the same. $[25$ marks$]$

Task $3(25$ marks$)$

Scenario:$-$

MadisonLabels is an online apparel and clothing store. You have been appointed as it Analytics & Insights Head. One day, you have a worried CMO approaching you for a solution to the challenge that he has been placed in by the top leadership team. He has been asked to drive up the sales figures while, his marketing budget was reduced to almost half of what it was earlier. You know that this is a great opportunity for the company to go in for some advanced applications of analytics. It is your intuitive thought that apart from the website data, there are other sources of online data that can capture user information and enable far better personalization of advertisements. Prescribe a strategy that you outline for the company to maximize customer value while minimizing the total marketing cost based on an advanced analytic technique. Your report should investigate the various factors that aid the use of the recommended technique, as well as clearly analyze the benefits of using the technique. Your report could include the following:

$$ Introduction to analytics in retailing $(5$ marks$)$

$$ Examining the need for analytics in MadisonLabels $(8$ marks$)$

$$ Strategic plan for introduction and implementation of analytics at MadisonLabels $(7$ marks$)$

o Data and other related requirements

o Timeline for implementation

o Expected benefits

$$ Conclusion and recommendations $(5$ marks$)$