Descriptive Report

Name: Anushka Kamble

Student Number: 2200026

BUSI 650- Business Analytics

Leo Zhu

29th July 2022

Introduction:
TutorMed a tutoring firm that is designed for providing tutoring services to students pursuing their
Bachelor’s, Master’s, and further educational degree to embark on their journey of applying to
medical school and graduating as doctors. Currently, they are looking forward to enhancing their
sales to the potential target audience. They are willing to spend $8,000 over the next 2 weeks on
targeted advertisements to generate more sales leads, with a target return on ad spend (ROAS) of
300%. The following analysis will help in understanding the target audience of TutorMed for their
advertising campaign. (UCW,)

Demographic 1: Students not enrolled in the course.

The pivot table depicts the number of hours the students have to study in a week. It is evident that
the student enrolled in the course are studying for 88hours whereas the students who aren’t
enrolled in the course are studying for 94hours. This analysis exhibits that we can target the students
who aren’t enrolled for the course as this course would provide them with certain skills and
knowledge that would reduce their studying hours, and add certain skill sets to enhance careers.
Further, the enrolment of new students for the course will generate more revenue for the firm.

Demographics 2: Students holding Bachelor’s degrees.

The pivot table represents the students holding bachelor’s degrees and the amount of money they
pay for the course further; we have students holding master’s and post-baccalaureate and the
amount of money they pay for the course. We can target the students holding Bachelor’s degrees as
the students have completed their bachelor’s and they must be looking forward to furthering
qualification like masters and we could offer them the course. This would create opportunities for
the new students along with generating sales revenue for the firm.

Demographics 3: Students with higher CGPA.

The pivot table represents the students holding their highest degree and their achieved CGPA. From
the given information we can target the students holding Bachelor’s degrees as there’s a vast
difference in the CGPA compared to the student’s holding master’s and post-baccalaureate. This
would depict that student are scoring by being a part of TutorMed and it would enhance the brand
value of the firm creating a room of opportunities for the other students to enroll. Further, it would
generate revenue for the firm and build a reputation.

Conclusion:

From the above analysis, we can conclude that as a tutoring firm we can target the students who
aren’t enrolled in the course, the students with Bachelor’s degrees, and the students with good
overall CGPA and in science as well. As targeting these students will help the firm in building
reputation, enhance the brand value, and generate good sales revenue for the firm.

Budget Allocation:

2 weeks
Budget Price
Students who haven't enrolled in the course 55% 4400
Students holding Bachelors’s degree 35% 2800
Students with higher CGPA 35% 2800
Grand Total 100% 8000
Appendix:
Demographics 1: Analysis

Are you currently a COUNTA of How many hours do

course student? you have to study each week?
No 94
Yes 88
Grand Total 182

Graphical representation:

Demographic 2: Analysis

What is your highest academic degree attained (or in progress)? SUM of $

Bachelors 246,031
Masters 42,830
Post-Baccalaureate 7,085
Grand Total 295,946

Graphical representation:

Demographic 3:
 What is your highest academic degree SUM of What was your SUM of What was your
attained (or in progress)? science GPA? overall GPA?
Bachelors 537.7918 765.657
Masters 149.38 185.67
Post-Baccalaureate 35.35 43.26
Grand Total 722.5218 994.587

Graphical Representation: