MIS384 Marketing Analytics Assessment Task 3 Tri 1 2025 | Deakin

MIS384 Description 

Purpose 

This Assignment aims for students to learn to: 

• Understand the applications of marketing analytics by using different analytical techniques. 
• Appraise the suitability of the solutions and marketing strategies to solve business problems. 
• Critically evaluate the outcomes of the solutions and practical implications of the findings. 

The assignment requires that you explore several data sets, analyse, interpret, and draw conclusions from your analysis, and then covey your conclusions in a written business report. 

The assignment must be completed individually and must be submitted electronically in CloudDeakin by the due date. When submitting electronically, you must check that you have submitted the work correctly by following the instructions provided in CloudDeakin. Hard copies or assignments submitted via email will NOT be accepted. 

MIS384 General Guideline 

You are to conduct marketing analytics and research for an omni-channel retailer. You will have an overall scenario, and three following cases based on different perspectives in the business. You should read the cases, understand their problems, conduct marketing analytics and critically evaluate the business strategies. 

You could write a critical review and analyse each of the case studies following the suggested points below: 

• Objectives: What's the problems the business facing.Summarize and define the problems. What insights are to be discovered? Or what tasks are to be solved? What are your objectives? 
• Data, Methods & Analysis: Pick the relevant data you have gained and describe the variables (metrics) you are going to use. Describe the steps you have taken to deal with the data by using the tools we have introduced.
• Result Interpretation: Describe the results and findings within the current context. 
• Discussion & Implications: Based on the questions, analysis and results, what implications you can offer from a marketing analyst perspective? What practional solutions you are going to recommend helping improve the business's performance? What kind of marketing campaigns/strategies you are going to suggest? 

Note that above points should be treated mainly as a guide for you to conduct case studies. It is depending on the specific case study and data you have chosen, so that the specific contents can be varied where necessary.

Overall Context Introduction 

EcoFlex Retail - Driving Sustainable Growth through Data-Driven Marketing 

EcoFlex Retail is a globally recognized omnichannel retailer operating in multiple physical stores, an online platform, and a mobile app across several countries. The company offers a diverse range of products, including clothing, electronics, home appliances, and lifestyle products. Committed to promoting sustainable consumption, EcoFlex integrates responsible management principles into its business model, aligning its strategies with several United Nations Sustainable Development Goals (SDGs), particularly:

• SDG 12 (Responsible Consumption and Production):Promoting resource efficiency, sustainable production, and reducing waste. 
• SDG 9 (Industry, Innovation, and Infrastructure):Leveraging innovative technologies to enhance customer experience and streamline operations. 

As a marketing analytics consultant for EcoFlex, you are tasked with conducting in-depth data analysis to address critical business challenges and propose evidence-based strategies to enhance the company's market position. You will work with data provided by different departments to address the following three scenarios: 

MIS384 Scenario 1 (1stcase) 

EcoFlex aims to reduce customer churn and improve retention by understanding customer behavior and previous transactions. Recently, the marketing team identified a decline in customer loyalty and repeat purchases, which has started to impact long-term revenue. To address this, EcoFlex aims to gain deeper insights into customer behavior by analyzing transaction data. The focus is on understanding the effects of various promotions applied across different transaction channels (e.g., Online, Mobile App, Offline) and their influence on customer retention, refund status and overall spending. This approach will help identify high-risk churn customers and optimize marketing strategies to improve retention and lifetime value.

Additionally, some promotions have been applied across different transaction channels (e.g., Online, Mobile App, Offline), and EcoFlex is interested in understanding the effectiveness of these promotions in driving customer retention. Different channels may have varying levels of promotion effectiveness, influencing overall customer loyalty and retention rates. 

Hints: Potential analytical methods (choose one or two from them) 

• Customer Segmentation based on transaction patterns 
• Spending Patterns on Discount/Payment method/Promotion 
• Loyalty Metrics: Evaluate metrics such as purchase frequency, average basket size, and customer lifetime value to understand loyalty levels.

critical evaluation throughout the report. You can use text, tables or figures from the online resources; however, appropriate paraphrasing and summarization must be applied, citations and references must be provided. 

Specific Requirements 

The final business report that contains: 

• Case Study 1 
• Case Study 2 
• Case Study 3 
• Reflection: Based on the existing data, your analytics efforts, and key concepts in marketing analytics, identify potential marketing challenges or future directions. Further discuss how the retailer could benefit from implementing the marketing analytics strategies covered in previous sections. If the previously discussed strategies are unsuitable, suggest and elucidate alternative solutions that could be applicable. 

In addition to the above sections, a professional report should also contain cover page, table of content and reference sections (if any). Please note, appendix is not compulsory for assignment 3. Your report should be written and presented following the highest standard. Marks are allocated to the presentation of the report.