What specific variables could be used to evaluate the performance of this marketing campaign? Please list at least three variables (e.g. “likes”) and briefly explain why you selected each of them.

ISM 465: Data Acquisition and Analytics Development
Mastery Assignment
300 points

  1. Data Analytics:
    Some business analysts and managers spend a majority their time finding solutions to problems.
    Sometimes, they even jump the gun by solving the problem before they know what the problem
    a. Albert Einstein said, “if I had an hour to solve a problem I’d spend 55 minutesthinking
    about the problem and five minutesthinking aboutsolutions”. What potential dangers are
    the business analysts and managersinvolved with?
    b. Do you agree with the quote fromAlbert Einstein? Before answering, consider what we
    learned about data analytics so far. Please discuss how this quote may help you
    understand how to preform data analytics correctly and avoid some potential dangers or
  2. Mini Case Study:
    A bike company recently designed a new mountain bike. In order to promote this new bike,this
    company ran a three-monthmarketing campaign on Facebook from March 2016 to May 2016 in
    the United States. Four social marketing methods were used in this campaign.
     First, a product page was created on Facebook, and FB users can “Like” the page and
    then receive updates from the page in their news feed.
     Second, a FB group was created to allow group members to have high levels of
     Third, a short video about this bike was created and then posted on the company page
    and the product page.
     Finally, a $100 off digital coupon was shared with a few targeted customers and allowing
    them to share the coupon with their friends.
    In this campaign, a FB user can enter a sweepstakeslottery session to win a bike by clicking “Like”
    the product page, posting comments on the product group page, sharing the product page with
    friends, or inviting friends to the product group. In addition, some target users can also share
    the $100 off digital coupon on Facebook in the first threeweeks.
    This is the first time that this company ran a marketing campaign on Facebook. A marketing
    manager in the bike company was asked to evaluate the performance of the marketing
    campaign. Based on the evaluation, the manager was required to decide whether this campaign
    was successful in terms of promoting the newbike, increasing the bike sales, and enhancing the
    company brand. In addition, the manager needed to justify the conclusions. All the findings will
    be reported at the executive meeting.
     Based on the mini case given above, please answer the following questions (a-c):
    a. What specific variables could be used to evaluate the performance of this marketing
    campaign? Please list at least three variables (e.g. “likes”) and briefly explain why you
    selected each of them.
    b. Please indicate the unit of analysis (UoA) (see table below) in the following three
    scenarios and then answer the questions. (e.g. A researcher wants to investigate how
    knowledge sharing in supply chains impact their performance, UoA: supply chain)
     Are the units of analysis in the three scenarios the same? Why?
     Please briefly discuss why it is important to understand the unit of analysis in
    Scenario Unit of Analysis
    This manager wants to compare the effectiveness of
    different social marketing methods in promoting the new
    The manager wants to know which types of customers are
    likely to purchase the new bike.
    The manager findsthat a person’stier 1 network (e.g. all
    friends that a person is directly connected to) on Facebook is
    very important for promoting the new bike. Therefore, he
    wants to investigate why certain networks
    have higher sharing rates.
    c. In addition to the data generated by Facebook, what other data will you recommend this
    manager to collect? Please provide one additional data source and briefly explain why this
    data source is needed. (e.g. think big data).
  3. Data Integration:
    • Be sure to type each query (e.g. customername) versus a direct copy and paste into the
    SQL tool. When a query is copied and pasted, it may not work due to a format issue. If
    you do not know what each statement means, please refer to
    • For each question, copy and paste both the query and screen shot of the results page
    (see example in question one).
    a. Show first names and last names of employees in the database. See example below.
    b. Find the average price for each supplier.
    c. Find supplier with an average price greater than $30.
    d. Find suppliers with an average price greater than $30 with supplier IDs greater than
    four. Then sort the SupplierIDs in descending order.
    e. Pull all the attributes of the product with product ID greater than 6, categoryID
    equal to 3, and price greater than $15 from the productstable.
  4. Data Transformation & Basic Analysis:
    Open and download the Excel file (zipped file) “Amazon_ratings_Musical_Instruments” under
    Unit 6: Assigned readings and preparation activities. It may take a while because this dataset
    includes 500,176 records. This dataset holds ratings from online reviews in the category of
    musical instruments on AMAZON. It includes four attributes:
  5. Reviewer ID
  6. Product ID
  7. Rating Star (from 1 to 5)
  8. Standard Time
    After completing this data transformation, insert a Pivot Table to answer a few questions:
  9. Which year generated the highest average ratings of online reviews in the musical
    instrument category? What is the average (round to two decimal places)?
  10. Which year generated the largest number of online reviews in the musical instrument
    category? How many reviews did this year generate (please type the number here, please
    do not include any symbols such as commas)?
  11. In the musical instrument category, which product had the highest number of online
    reviews? Copy and Paste the product ID here. How many online reviews did this product
    receive (please type the number here, please do not include any symbols such as
  12. In year 2012, which product received the highest number of online reviews? How many
    reviews did it receive?

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