Marketing Analytics

Part 1:
The Sample data multiple file is representative of certain behaviour patterns in a market of 1
million consumers for a specified FMCG (soft drinks). Suggest how this market could be segmented
effectively for viable marketing objectives.
Exhibits, visualisations and data analysis are essential. These should be clearly annotated. The
use of academic references is expected. Please write in third person, use Harvard style referencing
and provide a reference list in alphabetical order of first author.
(1000 words in all for Part 1.)
Part 2:
Write an account of the key challenges for three different types of data. This should be based upon
the matrix you completed for Seminar 2 (in revised form). Please include the matrix as an exhibit
or in the appendix.
The use of academic references is expected. Please write in third person, use Harvard style
referencing and provide a reference list in alphabetical order of first author.
(1000 words in all for Part 2.)
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