Business Analytics for Marketing
Connect an analysis to a specific decision and check data quality first.
Cheat sheet
Connect an analysis to a specific decision and check data quality first.
What to check first
Check whether visits were assigned to already successful stores and align reporting windows.
How to make the call
Base staffing decisions on the experiment and service capacity.
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Indian practice case
Fictional scenario
A Mumbai snack brand sees store sales correlate with promoter visits.
Reveal the step-by-step solution
- Diagnose the problem.
Check whether visits were assigned to already successful stores and align reporting windows.
- Work through the evidence.
Compare matched stores and test randomized visits to estimate incremental contribution.
- Recommend and validate.
Base staffing decisions on the experiment and service capacity.
More Indian cases
Interview question
How would you use business analytics for marketing to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Compare matched stores and test randomized visits to estimate incremental contribution. Base staffing decisions on the experiment and service capacity.