Module Name Data Driven For Business

Student Reference Number (SRN)

Assessment Title

Declaration of Original Work:

I hereby declare that I have read and understood BPP's regulations on plagiarism and that this is my
original work, researched, undertaken, completed and submitted in accordance with the requirements
of BPP School of Business and Technology. The word count, excluding contents table, bibliography and
appendices, is 2434 words.

Student Reference Number: Date: ______

Contents
1. Introduction and project plan..............................................................................................................2
1.1. Data analytics framework............................................................................................................2
1.2. KPIs..............................................................................................................................................3
2. Data Quality issues and remedies........................................................................................................3
3. Data analysis and commentary............................................................................................................4
4. Data Charting and commentary...........................................................................................................8
5. Conclusion and Remedies..................................................................................................................11
6. References.........................................................................................................................................12
7. Appendix............................................................................................................................................14
7.1. Appendix A Range......................................................................................................................14

Table of Figures

Chart A Comparison of sales value trends across markets over time...........................................................8

Chart B Category performance comparisons between markets,.................................................................9
Chart C Impact of the marketing campaign in the UK market itself, and in comparison, with other
markets......................................................................................................................................................10

Table A Data and trends in sales volume and value by month, by year and across the whole analysis
period..........................................................................................................................................................5
Table B Benchmark comparisons of category performance covering sales volume and value by quarter,
by year and across the whole analysis period.............................................................................................6
Table C Benchmark comparisons of sales volume and value between markets by quarter, by year and
across the whole analysis period.................................................................................................................7

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 1. Introduction and project plan
The purpose of this report is to analyze the data which is received from Wood from the Trees
from Bangles International Jewellery. As the data analysts, this report provides clear insights on
identifying the influence of marketing campaigns on the sales performance of BIJ. BIJ is the
major client of Wood from the Trees and is operating in multiple continents, including Asia,
Europe and North America. BIJ has recently introduced a marketing campaign in the UK to
improve its sales performance. In this report, the data is analyzed to investigate the increase in
sales performance because of a marketing campaign.

The first task of this report is to present the purpose, data analytics framework and KPIs
effectiveness. The initial purpose of this report is to show the extent to which the marketing
campaign helped the BIJ in its sales performance, and the other is to determine another
perspective which could complement the entire sales performance and business activities. In
presenting a reliable and valuable report, it is important that every step should take with the
absolute purpose. Similarly, the report is also focused on identifying and critically evaluating
every other aspect which is important for the businesses. On the completion of one step, the other
is explored and ends with some useful information which takes part in the evaluation. In this
report, the KPIs, generic issues in the data, its remedies and the data are analyzed and interpreted
critically to understand the situations. The project plan is to deliver the entire report of analysis
with the issues that could arise in the report. In this entire report, the entire commentary would
be made on the quality of data and afterwards on the analysis.

1.1. Data analytics framework

The framework presents the conceptual structure, which is intended for serving and supporting
the establishment of something (Rauchs et al., 2018). For this report, the data analytics
framework would support building the investigation for identifying the effectiveness of the
marketing campaigns BIJ's sales performance. The objective of this report is to show the
effectiveness or ineffectiveness of the marketing campaign based on the previous and current
data. This type of data analytics is supported by the descriptive analytics framework. According
to Holmlund et al. (2020), the descriptive analytics framework helps in reaching the objective
based on the previous and current statistics; specifically, it is used for finding sales trends. In

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considering the objective of the report, the descriptive data analytics framework would fit well
with BIJ's.

1.2. KPIs
The KPIs which is used by BIJ in its report for investigating the effectiveness of marketing
campaign is sales volume and sales value of different market and categories in different time
periods. However, specifically, the marketing campaign's effectiveness could investigate by the
other Key performance indicators like:

 Customer retention rate

 Sales qualified leads
 Sales revenue
 Marketing ROI
 Cost per customer acquisition

Those improved KPIs could consider the other aspects by which the marketing campaign and the
sales performance can be affected. Bongiovanni et al. (2022) stated that the business couldn't rely
on the single KPIs in the open system. The businesses like BIJ are also working in the open
system, which could affect by numerous reasoning.

2. Data Quality issues and remedies

The data-driven organizations rely on the latest technology and artificial intelligence to get
useful information from data assets. Though, those organizations usually struggle in dealing with
data issues. Usman et al. (2021) stated that the data issues are the endless list containing
inaccurate data, hidden data and security issues. The duplicate data issue can be resolved through
rule-based data quality management (Lewis et al. 2018), and the inaccurate data issue can be
covered through self-service, continuous and predictive DQ (Zhao and Chen, 2020). These tools
help in identifying the issues in the data in the early stages. Though, the data could also contain
ambiguous data issues, hidden data, too much data and inconsistent data (Hariri et al., 2019). The
data-driven companies like BIJ are highly based on the data for strengthening their operations
and decision; however, the limited duration in which the data is collected and analyzed could
lead to unreliable data. Lee et al. (2021) signified that the companies could also affect because of

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the downtime, which affects a great extent, including poor analytical results and customer
complaints. In the report, when the data is required to collect from multiple sources, a high level
of accuracy is required, as it could lead to ambiguous, irrelevant and inconsistent data.

In BIJ's data, the following issues exist in the file:

 Duplicate data
 Inaccurate data
 Ambiguous data
 Inconsistent data
 Too much data

The data which is received from the BIJ organization is in excel format. In excel, the filter is
applied to the data set, which shows the different data issues in the file. Similarly, in the pivot
table, the issues also occur when the ring category is distributed in three different categories. The
data is also ambiguous because of the different errors in it. Certainly, at some point, the sales
value and volume are also in negativity which is not supported by any description. Collectively,
these issues are causing the changes in the data set, and it has to remove through editing.
Furthermore, different methodologies are identified, such as self-service, predictive and
continuous DQ could be used.

3. Data analysis and commentary

In the excel data, numerous issues are identified, which are cleared before performing any
analysis on that data. The self-service DQ is used for removing the issues in the data. Later on,
the following data calculation is performed based on the KPIs such as sales volume and value.
Firstly, table A is made to describe in which year or month the sales of BIJ in the UK have
increased. Secondly, the analysis is made on different categories, and lastly, the markets are
compared.

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

The BIJ has conducted the marketing campaign, though based on the former and current data set,
the effectiveness of the campaign has to identify, table A shows the average sales. In Table A,
the value of 2018 sales volume is 2303, which increased to 2583 in 2020. It showed that the sales
value was an increase in 2020. On the contrary to this, in 2019, the sales value and volume
dropped significantly.

 BIJ sales improved in 2020 as the sales volume was 2583 and sales value was 2259426.
 The sales dropped in 2019 but inclined afterwards in 2020.
 In 2018, the highest sales were 251 in the 9th month, whereas in 2019, the 9th-month sales
were 289 (The highest of that year) and 237 in 2020.
 In 2020, the highest sales were in the 6th month and of 362 volumes.

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

The table presents the UK market analysis for the year 2018-2020. The table shows the highest
sales in the UK market of BIJ has made in the bracelet category and in the 2nd quarter of 2020 of
743 volumes. In the table, it is also evident that in the same quarter the other categories produced
lower sales.

 BIJ perform well in the year 2020, but in the bracelet category only.
 BIJ is not able to influence the sales of the hair bands, rings and necklaces with the time.
 The apparent influence of marketing campaigns is on the accessory category. The sale in
that category is negligible, and evens no sales in the quarters of 2018 and 2019.

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

Before Table C, the focus of the analysis is on the UK. After analyzing the UK market of BIJ
products, now the focus is shifted to the other markets like Japan and USA. In 2018, the UK
market performed well in the 2nd quarter with 664 sales volumes. Though in the same year, Japan
performed well for the first quarter with 1188 sales volume and in USA, the 3rd quarter was the
more efficient sales performance period with 1019 sales volume. In the other years, 2019 and
2020, the UK market performed well in the 3rd and 2nd quarters, respectively. Though, the
Japanese market performed well in the 3rd quarter of 2019 and the 1st quarter of 2020. In the
USA, the sales performance is high in the 1st quarter of 2019 and 3rd quarter of 2020. The
analysis has presented the following points.

 The sales of UK market generally high in the 2nd quarter.

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  Japan sales are high in almost the first three quarters, and in the 4th quarter the sales are
not high as compared to the other quarters.
 The USA sales are appeared to be high mostly in the 1st and 3rd quarter.

4. Data Charting and commentary

Through the tables, the numeric data can be placed in one place, whereas the chart enables
comparing that data precisely. Healy (2018) stated that a chart enables the people to understand
the information effectively as the people are able to understand the picture more clearly rather
than writing the numbers. In this report, charting is also used for comparing the sales
performance across markets, categories etc.

Chart A Comparison of sales value trends across markets over time

Initially, through the chart, the market of BIJ is compared in three periods: 2018, 2019 and 2020.
Likewise the table data, it is apparent that BIJ has better sales performance in Japan. Afterwards,
the USA market is significant for the company. Though, in the UK the sales performance is not
high in comparison to other markets. The sales performance of Japan market was significantly
high in 2018, but it is lowering till 2020. In contrast, the USA and UK market is crossing the ups
and down. 2019 was not a fruitful year for the US and UK markets because, in the other two
years, this market worked well.
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  Sales performance of BIJ is lower in 2019 for three markets.
 The UK and USA market sales performance is well in 2018 and 2020.
 In Japan, even when the sales are decreasing, it is still above the other market, but the
margin decreased significantly in 2020.

Chart B Category performance comparisons between markets,

The chart showed the category-wise comparison of the UK, USA and Japan in 2020. As it was
stated in task 3 that the UK market performed well in the bracelet, it is noticed that the USA also
performed well in the same category. Whereas in Japan, the sales are on the higher side for the
hair band with 1798 sales volume.

 The sales in the UK are prominently lower for hair bands and accessories. On the
contrary, when the categories wise comparison was made in the UK, it showed that the
sales performance is improving for an accessory.
 The category performance between markets showed that the Japanese market has better
opportunities only for the hair band.

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  The USA market is providing better sales performed for accessories, bracelets and
necklaces.
 The UK market has a high sales volume in 2020 for the rings, which is high among the
other three markets.

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

A comparison of the UK market with itself and with other markets is presented in Chart C. the
trend line for the UK is moving upward, showing the sales performance is getting positively
influenced by the marketing campaign. Though, this line is not surpassing the sales value or sales
performance of the other two markets. The market is booming, but it needs more time and effort
to stand in these conditions.

 UK sales are improving with time, though it demands continuous efforts and strategic
business plans.
 The sales performance of BIJ itself is high in Japan and lowest in the UK.

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 5. Conclusion and Remedies
Through the BIJ business performance and operations, no definite statement can be made.
However, the analysis which is made of the data showed that the demands of the products in that
region also matter. In the UK market, the consumers are shifting towards accessories, whereas
the other products except the bracelet are not performing and contributing to the company's
revenue generation. The report has also presented that the data which is provided by the BIJ has
numerous issues which showed the company's due negligence towards the business matters. BIJ
is working internationally and Feil et al. (2020) stated the change in consumer attitude is also
based on the regions. The BIJ Company can't rely on the demands of the other markets to
improve its performance. To improve the performance, the BIJ is required to work on
understanding the consumer's demands and attitudes along with its internal capacity. The issues
in the data showed that the internal employees are not working proficiently with the company.
Himanen et al. (2019) stated that errors could occur in the data; however, data-driven companies
are required to devote more focus to it.

This report is based on identifying did the marketing campaign by BIJ influenced its sales
performance in the UK? The analysis showed that the influence is not apparent on the business
sales performance, but it could be tested with the other aspects. The sales performance of the
business could also be influenced by other factors such as customer experiences, attitudes,
demands, behavior, decision-making process and needs (Zak. and Hasprova, 2020). The BIJ has
to conduct the survey to know the perspective of the consumers on the brands. Through the
survey, when the companies take the feedback from their customers, then the change in the
external environment can be handled more accurately (Stone et al., 2020). BIJ has to work on its
external environment along with the internal environment, which is the major lack that could be
witnessed in the data trends. This lack of company is identified with the perspective that the
company is focusing on promoting its products to influence its sales performance. BIJ could
work well for its business by priority the consumers and their demands. Furthermore, the
company also turned its attention to its competitors. It is possible that the competitors are
providing the customers with better services and products (Hagiu and Wright, 2020). In the
situation when the competitors are strong, the firms have to adopt the aggressive strategies for
highlighting the company among all; this could be done through the unique products and
services.

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 6. References
Bongiovanni, I., Gale, M. and Slapnicar, S., 2022. Governing cybersecurity from the boardroom:
challenges, drivers, and ways ahead. Computers & Security, p.102840.

Feil, A.A., da Silva Cyrne, C.C., Sindelar, F.C.W., Barden, J.E. and Dalmoro, M., 2020. Profiles
of sustainable food consumption: Consumer behavior toward organic food in southern region of
Brazil. Journal of Cleaner Production, 258, p.120690.

Hagiu, A. and Wright, J., 2020. When data creates competitive advantage. Harvard business
review, 98(1), pp.94-101.

Hariri, R.H., Fredericks, E.M. and Bowers, K.M., 2019. Uncertainty in big data analytics:
survey, opportunities, and challenges. Journal of Big Data, 6(1), pp.1-16.

Healy, K., 2018. Data visualization: a practical introduction. Princeton University Press.

Himanen, L., Geurts, A., Foster, A.S. and Rinke, P., 2019. Data‐driven materials science: status,
challenges, and perspectives. Advanced Science, 6(21), p.1900808.

Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F.V.
and Zaki, M., 2020. Customer experience management in the age of big data analytics: A
strategic framework. Journal of Business Research, 116, pp.356-365.

Lee, C.C., Maron, M. and Mostafavi, A., 2021. Community-scale Big Data Reveals Disparate
Impacts of the Texas Winter Storm of 2021 and its Managed Power Outage. arXiv preprint
arXiv:2108.06046.

Lewis, E., Quinn, N., Blenkinsop, S., Fowler, H.J., Freer, J., Tanguy, M., Hitt, O., Coxon, G.,
Bates, P. and Woods, R., 2018. A rule based quality control method for hourly rainfall data and a
1 km resolution gridded hourly rainfall dataset for Great Britain: CEH-GEAR1hr. Journal of
Hydrology, 564, pp.930-943.

Rauchs, M., Glidden, A., Gordon, B., Pieters, G.C., Recanatini, M., Rostand, F., Vagneur, K. and
Zhang, B.Z., 2018. Distributed ledger technology systems: A conceptual framework. Available
at SSRN 3230013.

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Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., Laughlin, P.,
Machtynger, J. and Machtynger, L., 2020. Artificial intelligence (AI) in strategic marketing
decision-making: a research agenda. The Bottom Line, 33(2), pp.183-200.

Usman, N., Usman, S., Khan, F., Jan, M.A., Sajid, A., Alazab, M. and Watters, P., 2021.
Intelligent dynamic malware detection using machine learning in IP reputation for forensics data
analytics. Future Generation Computer Systems, 118, pp.124-141.

Zak, S. and Hasprova, M., 2020. The role of influencers in the consumer decision-making
process. In SHS web of conferences (Vol. 74, p. 03014). EDP Sciences.

Zhao, C. and Chen, F., 2020, August. Unfairness discovery and prevention for few-shot
regression. In 2020 IEEE International Conference on Knowledge Graph (ICKG) (pp. 137-144).
IEEE.

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7. Appendix

7.1. Appendix A Range

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