Marketing

Analytics
PROJECT
Name : Piyush Singh
Q1. Create 2 charts in excel using the Search volumes for
Brand A against Social Mentions for any Brand (A/B/C)
provided.
Brand B with Brand A search volume Brand C with Brand A Search Volume
1000000
1000000
900000 900000
800000 800000
700000 700000
600000 600000
500000 500000
400000 400000
300000 300000
200000
200000
100000
100000
0
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 0
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97
BRAND A - SEARCH VOLUME
BRAND A - SEARCH VOLUME BRAND C - SOCIAL MENTIONS VOLUME
BRAND B - SOCIAL MENTIONS VOLUME
Q2. State the
a. Null Hypothesis and
b. Alternate Hypothesis statement.

A null hypothesis is a type of conjecture in statistics that proposes that there is no difference between
certain characteristics of a population or data-generating process. 1 For example, a gambler may be
interested in whether a game of chance is fair.

b. The alternative hypothesis is a statement used in statistical inference experiment. It is contradictory to

the null hypothesis and denoted by Ha or H1. We can also say that it is simply an alternative to the null. In
hypothesis testing, an alternative theory is a statement which a researcher is testing.
Q3. Test the null hypothesis by mentioning if you accept or reject the null hypothesis, and also share the
screenshot of the output.
(Use excel tool to conduct multivariate analysis & p-value test - regression test on excel tool)

Accept
Result Screen Shot – (Just for your reference)
Q4.  Please infer as to which other variables from the
data set {Pollution (AQI), Festival and Lockdown} are
impacting the search volumes for Brand A, and Why?

The Brand A is getting less than Brand B and C because of their marketing skills and AQI they got well in
the Lockdown and festivals too
Q5. Please share your recommendation on which
competitor should we focus upon for December and
why? (If any)

Brand A should take more creative and in the marketing ways and to give more offers in festival times and
to give a early access for their membership as well and to make the event well on December
End of the Project

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