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Upgrad Live Project For Ai

The document outlines a live project for AI marketing analytics, focusing on understanding market behavior and the impact of various factors on search volumes for an e-commerce brand. Participants are tasked with performing hypothesis testing to determine if social media mentions drive search volumes and analyzing additional variables like pollution and festive seasons. The project includes creating visual data representations, formulating hypotheses, and providing recommendations based on the analysis of the data provided.

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21 views13 pages

Upgrad Live Project For Ai

The document outlines a live project for AI marketing analytics, focusing on understanding market behavior and the impact of various factors on search volumes for an e-commerce brand. Participants are tasked with performing hypothesis testing to determine if social media mentions drive search volumes and analyzing additional variables like pollution and festive seasons. The project includes creating visual data representations, formulating hypotheses, and providing recommendations based on the analysis of the data provided.

Uploaded by

nokia925backup
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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UP GRAD LIVE PROJECT FOR AI

Introduction
The goal of marketing analytics is to understand market behaviour and see how

different components play off each other. This helps you decide how you might

want to invest moving forward.

Re-prioritizing how you spend your time, how you build your team and the

resources you invest in channels and efforts are critical steps to achieving

marketing team success.

In this session

In this session, you will learn about:

● How to interpret data and build a story around the same describing the

scenario.

● How to create visuals based on any kind of data

● The use of hypothesis testing to understand the relationship between two

or more variables, by determining the p-value.


Setting the Premise
Consider you are working for an e-commerce firm based out of India that owns Brand

A. You, the marketing team for Brand A, is looking at its search volume data as the

key driver of sales on the e-commerce website. The marketing team has invested in

social media channels and considers the social media mentions/volume as a key input

that will drive search volumes for their e-commerce website.

For the upcoming year end holiday season in December the firm is keen to drive

search volume for their own e-commerce brand i.e Brand A. However, the marketing

team is of the opinion that the following data can also influence the search volume:

● Pollution levels in a particular city.

● Festive season in India across cities

● The extended lockdown period that led to an increase in digital consumers from

25th March 2020 to early June 2020.


For this reason the firm has aggregated some data over the past year to analyse the

Brand search volumes and Brand Social mentions for 3 brands including the

competitors to Brand A - viz. Brand B and Brand C.

Please download the data before going ahead


As a marketer for Brand A, the key question that the founder seeks an answer for is
“DO SOCIAL MENTION VOLUMES DRIVE BRAND SEARCH VOLUMES FOR

BRAND A? ”

Additionally, the founder is curious to know what other variables from the data set

provided impacts the search volume of Brand A.

Submission
What you need to do?

You are on the verge of answering the founders' key question. You need to perform

Hypothesis testing, analyse the p-values and check how the dependant variable

changes with independent varibales.

You can find the questions in the Presentation below.

Q1. Create 2 charts in excel using


the Search volumes for Brand A
against Social Mentions for any
Brand (A/B/C) provided.

Q2. State the


a. Null Hypothesis and
b. Alternate Hypothesis
statement.
Q3. Test the null hypothesis by
mentioning if you accept or reject
the null hypothesis, and also share
the screenshot of the output.
(Use excel tool to conduct
multivariate analysis & p-value test
- regression test on excel tool)
Result Screen Shot – (Just for
your reference)
Q4. Please infer as to which other
variables from the data set {Pollution
(AQI), Festival and Lockdown} are
impacting the search volumes for
Brand A, and Why?

Q5. Please share your


recommendation on which
competitor should we focus
upon for December and why? (If
any)

Note: Festival, COVID, and AQI are independent variables, and Search volume
for Brand A is a dependant variable. You need to perform analysis and see the
impact of the independent variables on the dependant to arrive at a decision.

Evaluation Rubric

Criteria Meets Expectation Does Not Meets

Expectation
Visualise the Incorrect visualisation
The learner is able to
given data Set of charts. This would
(15%) create a variety of charts
include:

1. Wrong selection of

axis

2. Incorrect use of chart

3. inconsistent scales

4. Too many variables

used

Regression
● ●
Test (85%)
Articulate the null Incorrect null

and alternative and alternative

hypothesis. hypothesis

● Perform a framing.

regression test on ● Incorrect

Excel and depict analysis of

the p-values. regression test

● Correctly identify report.

dependent and ● Claiming the

independent wrong p-value


variables. significance

● Analyse the test

report.

Draft your answers inside the presentation

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