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Marketing+Analytics+-+LP+ (1) Divya Sharma

This document summarizes a marketing analytics project. It includes 5 questions: 1) Create charts comparing search volumes for a brand against social mentions. 2) State the null and alternative hypotheses. 3) Test the null hypothesis and share output. 4) Infer other impacting variables like pollution, festivals, lockdowns. 5) Recommend a competitor focus for December and why. The responses analyze data to compare brand search volumes, state hypotheses, share a test result screenshot, infer pollution and events are impacting brand A searches less, and recommend focusing on brand A by improving marketing and offers for festivals and memberships.

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55 views9 pages

Marketing+Analytics+-+LP+ (1) Divya Sharma

This document summarizes a marketing analytics project. It includes 5 questions: 1) Create charts comparing search volumes for a brand against social mentions. 2) State the null and alternative hypotheses. 3) Test the null hypothesis and share output. 4) Infer other impacting variables like pollution, festivals, lockdowns. 5) Recommend a competitor focus for December and why. The responses analyze data to compare brand search volumes, state hypotheses, share a test result screenshot, infer pollution and events are impacting brand A searches less, and recommend focusing on brand A by improving marketing and offers for festivals and memberships.

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Marketing

Analytics
PROJECT

NAME: Divya Sharma


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.

a. A null hypothesis is a type of conjecture in statistics that proposes that there is no difference between
certain characteristics of a population or data-generating process. 1 For example, a gambler may be
Interested in whether a game of chance is fair.

b. The alternative hypothesis is a statement used in statistical inference experiment. It is contradictory to


the null hypothesis and denoted by H, A H,. We can also say that it is simply an alternative to the null. In
hypothesis testing, an alternative theory is a statement which a researcher is testing.
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
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?

The Brand A is getting less than Brand B and C because of their marketing skills and AQI they got well in
the Lockdown and festivals too
Q5. Please share your recommendation on which competitor
should we focus upon for December and why? (If any)

Brand A should take more creative and in the marketing ways and to give more offers in festival times
and to give a early access for their membership as well and to make the event well on December
End of the Project

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