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Marketing Analytics

The project involves analyzing the relationship between Brand A's search volume and social mentions of Brands A and B, concluding that there is no significant relationship based on a p-value of 0.9389. It identifies lockdowns as the most impactful variable on search volumes for Brand A, followed by festivals, while pollution had negligible effects. The recommendation is to focus on Brand B in December due to its higher social mentions and competitive threat, suggesting that monitoring its campaigns could help protect Brand A's market share.

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purohitdavesh
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28 views

Marketing Analytics

The project involves analyzing the relationship between Brand A's search volume and social mentions of Brands A and B, concluding that there is no significant relationship based on a p-value of 0.9389. It identifies lockdowns as the most impactful variable on search volumes for Brand A, followed by festivals, while pollution had negligible effects. The recommendation is to focus on Brand B in December due to its higher social mentions and competitive threat, suggesting that monitoring its campaigns could help protect Brand A's market share.

Uploaded by

purohitdavesh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing Analytics

PROJECT

NAME: Davesh Purohit


Q1. Create 2 charts in excel using the Search volumes for Brand A against Social Mentions for any
Brand (A/B/C) provided.

Chart Title Chart Title


1000000 1000000
900000 900000
800000 800000
700000 700000
600000 600000
500000 500000
400000 400000
300000 300000
200000 200000
100000 100000
0 0

BRAND A - SEARCH VOLUME BRAND A - SOCIAL MENTIONS VOLUME BRAND A - SEARCH VOLUME BRAND B - SOCIAL MENTIONS VOLUME
Q2. State the
a. Null Hypothesis and
b. Alternate Hypothesis statement.
a. Null Hypothesis (H₀):
There is no significant relationship between Brand A's search volume and the social mentions volume
(e.g., of Brand A or Brand B).
H₀: ρ = 0 (The correlation coefficient between search volume and social mentions is zero.)

b. Alternate Hypothesis (H₁):


There is a significant relationship between Brand A's search volume and the social mentions volume.
H₁: ρ ≠ 0 (The correlation coefficient between search volume and social mentions is not zero.)
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)

•Accept the null hypothesis (H₀) because the p-value (0.9389) > α (0.05).
•There is no statistically significant evidence to suggest that the independent variable affects the
dependent variable.
Result Screen Shot – (Just for your reference)
Screenshots
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?

Festivals cause sporadic spikes in Brand A's search volume, but the effect is inconsistent. Lockdowns had
a stronger impact—initially reducing searches (due to uncertainty) before a rebound (increased online
activity). AQI (pollution) showed no clear trend, suggesting minimal influence. Thus, lockdowns were the
most significant driver, followed by festivals, while pollution had negligible effect. For precise insights,
a regression analysis is recommended to quantify these relationships.
Q5. Please share your recommendation on which competitor should we focus upon for December
and why? (If any)

Recommendation: Focus on Brand B in December.


Why?
•Higher Social Mentions: Brand B consistently shows stronger social engagement (e.g., peaks during
festivals/lockdowns), indicating active audience interaction.
•Competitive Threat: Its mentions often correlate with Brand A’s search dips (e.g., Weeks: 2019-01-06,
2020-05-31), suggesting audience overlap.
•Opportunity: December festivals (see 2019-12-22 spike) could amplify Brand B’s visibility—monitoring or
countering its campaigns may protect Brand A’s share.
Action: Track Brand B’s social trends and align promotions to outpace its December buzz.
End of the Project

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