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Programme MSc Management

Module name Data Driven Decision for Business

Schedule term Jan, 2022

Student reference number BP0254123

Report title Data-driven: Wood From the Trees

Date of submission 8/3/2022

Declaration of Original Work: I hereby declare that I have read and understood BPP's

regulations on plagiarism and that this is my original work, researched, undertaken, completed

and submitted in accordance with the requirements of BPP School of Business and

Technology.

The word count, excluding contents table, bibliography and appendices, is 1029 words.

Student Reference Number: BP0254123 Date: 8/3/2022

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Table of Contents
Introduction and project plan..................................................................................................................3
Data analysis framework:........................................................................................................................3
Key performance indicator:.....................................................................................................................4
Importance of analyst:.............................................................................................................................4
Data quality and issues:............................................................................................................................5
Generic data problem:.............................................................................................................................5
Data analysis and commentary:...............................................................................................................5
Commentary:...........................................................................................................................................8
References:.................................................................................................................................................9

List of tables

Table 1 Descriptive statistics for the bracelet in UK 2018-2020..................................................................5

Table 2Descriptive statistic of accessories in the UK from 2018-2020.......................................................6
Table 3 Descriptive statistics of rings in the UK from 2018-2020...............................................................7
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Data-driven: Wood From the Trees

Introduction and project plan

The company Wood from the Trees has employed the writer as the data analyst, and the job

given by the line manager is to present the report on the question that the marketing campaign

has created an effective impact on the sales in the UK. The following report will present the data

analysis that will perform a significant role in providing insights into whether the marketing

campaign has helped the company to increase sales in the UK or hot. The structure of the report

will comprise of the key features of the data that will be analyzed, the data analysis framework,

the key issues that can be faced by the data analyst, the importance of the insights presented by

the data analysts, the key performance indicator, and lastly the presentation of the analysis of the

data in the tabular form. The last part of the project will comprise the data analysis and the

commentary on the data presented by the company in the form of the sales volume and values by

month and benchmark performance and comparison. With the help of this analysis, the final

decision will be presented whether the marketing campaign is significant for the company or not.

Data analysis framework:

The data analysis framework that will be used in the descriptive analysis will present the answer

to the question of what happened. Since the descriptive analysis is based on the data available

and its comparison within the data, the analysis provides the answer to the question of how a

certain factor might have impacted the data of the company in the form of an increase in sales

and other factors. The descriptive analysis will provide whether the increase in the marketing

campaign in the UK has provided the company with the facility to increase the sales volume with
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the help of mean, median mode, and standard deviation. In this way, the company will be able to

analyze how this data has been seen in the trends of the given time of the analysis.

Key performance indicator:

There are two types of key performance indicators that will be presented by the company in

order to analyze the above-presented question. The first key performance indicator lies at the

company level, which is:

 The increased sales volume of the time period across the country (Ishaq Bhatti, Awan and

Razaq, 2013)

 Increase sales value during the period of analysis

 The effective presentation of the data analyzed with the help of efficient presentation of

the data

 The presentation of the data by the company in order to make a decision

 The final decision is based on the data analysis.

Importance of analyst:

The analysts of the company are significant to present the data of the company in the

summarized and structured format to help them have a more in-depth decision about the data.

They provide the targeting approaches of the company with a more accurate structure so they are

able to create an effective measurement of how the customer can be effectively targeted as a

comparison to the previous data presented by them (Skhvediani, Sosnovskikh, Rudskaia and

Kudryavtseva, 2021). Since there is a ton of information present that can be analyzed by the

company and they might not be able to identify which data is important, data analyst provides
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them with the direction to look into the data and make a final decision about the company

process. The internal system of the company is improved, and the identification, diagnosis, and

recommendation can be made along with the prediction of the problems.

Data quality and issues:

Generic data problem:

The data quality issues that might be faced by the companies include:

 Duplication of the data:

The data can be presented in the duplicated, creating a bulk of data as the same records

are stored again and again. The solution for this issue is to create a more precise dataset

and deduplication it (Haug and Stentoft Arlbjørn, 2011).

 Unstructured data:

Though unstructured data is significant for the companies to make several decisions,

however, such data is hard to analyze, making the companies put more effort. The

solution for this issue is to store data in a structured form.

 Data security:

Data security is the highest occurring issue with the data quality as the theft and internal

harm of data makes the integrity and security of data compromised. Such a problem can

be solved with the help of enhanced systems of securities.

Data analysis and commentary:

Table 1 Descriptive statistics for the bracelet in UK 2018-2020

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Sales volume Sales value

Mean 134.333 3 107780.3828

Standard error 8.91333 9 7934.279803

Median 120.5 93808.12

Mode 101 ---

Standard deviation 53.4800 4 47605.67882

Sample variance 2860.11 4 47605.67882

Range 259 1.543893304

Minimum 57 39122.74

Maximum 316 247992

Sum 4836 3880093.78

Count 36 36

Largest 278 239261

Smallest 67 51703.8

Table 2Descriptive statistic of accessories in the UK from 2018-2020

Sales volume Sales value

Mean 6.27777 8 17.2712 4

Standard error 0.97954 8 1461.121

Median 5.5 1461.121

Mode 1 1495

Standard deviation 4.15586 8 6199.01

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Sample variance 17.2712 4 38427727

Range 14 22167.33

Minimum 1 1163.75

Maximum 15 23331.08

Sum 113 163317.7

Count 18 18

Largest 11 15450

Smallest 1 1295

Table 3 Descriptive statistics of rings in the UK from 2018-2020

Sales volume Sales value

Mean 22.0277 8 15023.29528

Standard error 1.91754 1 1235.205585

Median 19.5 14243.5

Mode 19 ---

Standard deviation 11.5052 4 7411.233512

Sample variance 132.370 6 54926382.18

Range 59 37525.56

Minimum 3 1565

Maximum 62 39090.56

Sum 793 540838.63

Count 36 36
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Largest 51 32193

Smallest 4 2058

Commentary:

The data from the table shows that there isn’t a significant impact created by the marketing on

the sales of the rings; however, the bangles and accessories experienced a rise in sales. The sales

values of one product are able to compensate for the other product in this way; the company had

a positive impact of getting benefits from the marketing campaign in the UK. Therefore the

company can be suggested for greater investment in the marketing campaign to increase the

volume of sales in the certain segment based on the effective impact on these segments.
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References:

Haug, A. and Stentoft Arlbjørn, J., 2011. Barriers to master data quality. Journal of Enterprise

Information Management, 24(3), pp.288-303.

Ishaq Bhatti, M., Awan, H. and Razaq, Z., 2013. The key performance indicators (KPIs) and

their impact on overall organizational performance. Quality & Quantity, 48(6), pp.3127-

3143.

Skhvediani, A., Sosnovskikh, S., Rudskaia, I. and Kudryavtseva, T., 2021. Identification and

Comparative Analysis of the Skills Structure of the Data Analyst Profession in

Russia. SSRN Electronic Journal,.