Answer 1.

Any marketing campaign or strategy's decision-making process requires careful consideration

of marketing analytics. To assist marketers in making wise judgements and maximising their
marketing efforts, it entails gathering, analysing, and interpreting data. The following
examples demonstrate the value of marketing analytics in making decisions and formulating
strategies:
1. Identify opportunities and challenges: Businesses might find fresh prospects and
market difficulties with the aid of marketing analytics. Businesses might find new
client categories to target or places where they might be losing market share by
researching market trends and customer data.
2. Competitive Analysis: By examining information on the marketing activities of their
rivals, such as their advertising expenditure, target market, and messaging, marketers
can utilise marketing analytics to do competitive analysis. This aids them in finding
chances to distinguish their good or service.
3. Recognize consumer behaviour: Businesses can gain useful insights into consumer
behaviour, preferences, and purchase patterns through the use of marketing analytics.
Businesses can better understand their target demographic and develop more
specialised and targeted marketing efforts by studying consumer data to find trends
and patterns.
4. Target Audience Identification: By examining data on demographics, behaviour, and
preferences, marketing analytics can assist in determining the target population for a
good or service. For instance, Netflix employs data analytics to examine user viewing
patterns and provide recommendations for shows to watch in the future.
5. Create data-driven plans: Marketing analytics gives companies the information they
need to create data-driven marketing strategies and make wise decisions. Businesses
may make sure that their marketing strategies are in line with their overall business
goals and objectives by using data to inform their decisions.
Ultimately, it is crucial to use marketing analytics to spot market trends and opportunities.
For instance, a business can utilise social media monitoring tools to keep tabs on online
discussions regarding its brand and rivals. They can utilise this information to detect new
trends and client wants so businesses can develop new products or services to fulfil those
needs.
In conclusion, marketing analytics is an essential tool for developing marketing strategies and
decisions. Marketers may optimise their marketing budgets and stimulate business growth by
using data to pinpoint consumer segments, assess the success of campaigns, and spot trends
and possibilities.

Answer 2.
R is a widely used open-source programming language and software environment for
statistical computing and graphics. Midway through the 1990s, Ross Ihaka and Robert
Gentleman created it at the University of Auckland in New Zealand.
Linear and nonlinear modelling, conventional statistical testing, time-series analysis,
classification, clustering, and graphical data presentation are only a few of the statistical and
graphical methods offered by R. Moreover, it offers connections to databases and other
programming languages.
An intuitive user interface for working with R is provided by R Studio, an integrated
development environment (IDE) for R. It comes with a console, a syntax-highlighted code
editor, debugging tools, and data visualisation tools. It also enables the development of
interactive documents and programmes.
R and R Studio are popular data analysis and visualisation tools for data scientists,
statisticians, and researchers. They are widely used in academia, industry, and government
for a wide range of applications such as finance, healthcare, marketing, and the social
sciences. R and R Studio have a large and active user community and a vast library of
packages and extensions, making it simple to access advanced statistical and graphical tools
for data analysis and visualisation.
Answer 3.
Conjoint analysis is a powerful marketing research tool that assists businesses in
understanding how consumers make trade-offs between various product features or attributes.
Businesses can use conjoint analysis to determine which attributes of a product or service are
most important to customers and how changes in those attributes affect customer preferences.
Conjoint analysis can be used to determine a variety of critical marketing insights, including:
The relative importance of various product attributes: Conjoint analysis can assist
businesses in determining which product features or attributes are most important to
customers. In the automobile industry, for example, businesses can use conjoint analysis to
determine which features, such as fuel efficiency, safety, brand reputation, price, style, or
technology, are most important to consumers.
Optimal product configurations: Coupling analysis can assist businesses in identifying the
optimal product configurations that will meet the needs of the target market by analysing
consumer preferences across different attribute levels. In the automobile industry, for
example, conjoint analysis can assist businesses in determining the optimal combination of
features and attributes that will appeal to various customer segments, such as families,
professionals, or luxury buyers.
Price sensitivity: Conjoint analysis can also assist businesses in understanding how price
changes affect consumer preferences. Businesses can determine the price points that will
maximise revenue and profitability by analysing the trade-offs that consumers make between
different product features and price points.
In the car industry, for example, a company may utilise conjoint analysis to find the best
pricing for a new SUV model. The investigation may suggest that buyers are particularly
interested in aspects such as safety and style, but are prepared to sacrifice other qualities in
exchange for a cheaper price. The company may then utilise this data to establish the best
pricing point for the new SUV in order to optimise sales and income.
Overall, conjoint analysis is a significant tool for companies in the automotive and other
sectors to acquire insights into customer preferences and make data-driven choices regarding
product development, pricing, and marketing tactics.

Answer 4

In the regression done on excel file, variable

1 to 7 are independent variable and variable
8 is dependent variable. In here variable 1
stands for setup time M3 and its utility is
5.5, respectively variable 2 and variable 3
are 4.16 and -1.05. Here we can we see that
utility of forth level of setup time that is
M12 is not given in the table and we know
that 0 should be the sum of all the utilities
for a given attribute and it will be derived
from the proprieties of the coding. So, the
sum for M12 utility is -8.61.
Now for Delivery Period there were 2 variables that is D18 and D22 and its utility are 3.33
and 1.25. Thus the utility of D28 will be -4.58.

And finally for No. of tools, there were 2 variables that is T4 and T8 and the utilities of both
them are -10.33 and 1.58. Thus the utility of T10 will be 8.75.

With the whole set of attribute levels and

component utilities, we may draw many
conclusions. We can first ascertain that
this customer lays a focus on machine
adaptability.

There are two signs pointing in this

direction. Number of tools has the widest
utility value distribution (19.0). Two, for
T10 (number of tools = 10), the greatest
value of usefulness for any attribute level
is 8.7. At the levels of qualities indicated
by these numbers, the number of tools is
the most prominent element.
Based on its utility range of 14.1, the Setup Time seems to be the second most essential
characteristic. The Utility Range of the Delivery Period is 7.9, making it the least important
feature.
Combination Utilities:- It is also possible to choose a single attribute level from each attribute, then
add the utilities of the selected attributes together to get the combined value. When added together,
the value of M3, D18, and T4 that is 5.5+3.3-10.3 = -1.5. The sum of the benefits you get
from using M3, D22, and T4 that is 5.5+1.3-10.3 = -3.5.
To get the optimal outcome, we take the attributes with the greatest utility and combine them.
The most popular combination in this scenario is M3+D18+T10, which has a total utility of
17.5 (5.5 + 3.3 + 8.7). The combined utility of M6 + D18 + T10 is 16.2, making it the second
best combo.
Individual Attributes:- We may also see how much value is affected by a single-level
modification in an attribute. The changeover from stage M3 to M6 (Setup time shift from 3 to
6 minutes) results in a 1.3-unit decrease in utility, however the transition from stage M6 to
M9 results in a 5.3-unit decrease in utility.
Utility drops by 2.0 units (3.3-1.3) when the Delivery Period is extended from 18 to 22 days,
and by 5.9 units (1.3-(-4.6)) when it is extended from 22 to 28 days.
Lastly, the number of tools has a profound impact on utility, decreasing it by 7.1 units from
T10 to T8 and increasing it by 11.9 units from T8 to T4.