Summative Assessment

Data Driven Decision Making: A Case of WFTT’s Client

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Table of Contents
1. Introductory Part, Structuration and Planning for project.................................................................3
2. Data Quality Problems during the analysis of data and solutions for resolving the issues................5
3. Analysing and Interpreting the BIJ Dataset........................................................................................5
4. Data Visualization..............................................................................................................................9
5. Concluding Remarks and Recommendations...................................................................................11
6. References.......................................................................................................................................13

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1. Introductory Part, Structuration and Planning for project
These days, decision making through Data Driven is helping the organizations to develop
new strategies that can assist in enhancing the performance of the business by conducting
analysis of market based data. In this way, the organizations become able to make decisions
based on the actual data rather than just assuming the facts (Kumar, 2017). This assessment
has also conducted data driven analysis of data provided by Bangles International Jewellery
to WFTT consultancy that is known as a renowned institute for conducting data analysis. The
data is regarding the products sold in various markets. This analysis has helped the
organization to make forecasting for the demands of customers for the products in various
markets.

It is to meet with the requirements of the summative assessment, five tasks have been
completed to complete this report. Firstly, the concept of data driven decision making, its
importance and planning regarding project has been discussed. Secondly, issues regarding
quality of data in data used for the analysis by data analysts have been explained. Thirdly,
data is used for conducting analysis and obtained output has been explained in tabular format
for answering the research question. Fourthly, results of the required tasks have been
presented in visual format. Final section is regarding conclusion of the study and a few
recommending statements have been provided for the authorities of BIJ for further
improvement in their business performance.

Planning the Project

The study has followed Data Analytical Framework for conducting analysis of the data of
BIJ. Under this analytical approach, descriptive diagnostic and predictive analysis has been
conducted that has helped WFTT to generate quality report for the performance of BIJ in
various markets. This approach has helped the organization to understand the current trends
in the performance of the organization and to predict the future events based on these
estimations (Balcan et al., 2020). It is by understanding number of sales in different markets
the company can estimate how and in which market the revenue of the company can be
increased. Geng and Xie (2019) has also stated that it is through the use of modern statistical
tool and through the use of algorithms, the organizations can remain successful in making
effective decisions and can also meet with the sales targets. Therefore, the study has also
adopted software framework for graphical representation of the results obtained from the
analysis of data.

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This report provides a brief reflection of the reputation of the company for demand of the
products offered by the company in various markets. It is by selling quality ornaments in UK,
BIJ has already obtain name and fame. The company through campaigning strategies keeps
on making the customers aware of the products. WFTT is actually responsible for conducting
analysis how these market campaigning strategies adopted by the company have worked in
UK and what decisions should the company make for its future in UK market. For this
purpose, the study would also compare the situation of company in USA and Japan. Carriere
and Kariniotakis (2019) mentioned that it is through the use of artificial intelligence tools, an
organization can make effective decisions regarding its growth in a specific market.

Before applying any data analytic technique, data analyst has to pass through specific stages.
The first step is the cleaning of data. Cleaning of data helps in removing obsolete data from
the database or the data that is not relevant to the requirements of the business (Elgendy et al.,
2021). It helps in removing duplicate information and incorrect formatting of the data
(Oliver, 2019). When there are multiple sources of data, there might be chances of replication
of data that might hamper the quality of the results generated with the help of analytical tools
(Brous et al. 2017). Removing incorrect data can help in freeing up the space for collection of
relevant data (Cech et al., 2018). Therefore, it is essential for every data analyst to pass
through following required steps to provide relevant output from the analysis of data.

Step 1: Removal of data with incorrect formatting

Step 2: To fix the structural errors in data.
Step 3: To filter the irrelevant outliers.
Step 4: To handle the missing data through observation of the missing values in database.
Step 5: verification of relevance of data with the research question to be answered
Step 6: To check the space the dataset to enter new variables
Step 7: To test validity, accuracy, consistency and uniformity of the available data
In case of BIJ, it is required to calculate the data of sales and revenue using an appropriate
data analytic technique (Zhang et al. 2019). The few data analytical tools that can help in
maintaining accuracy of the data in the analysis process are Mathematical and Statistical tools
which consists of Regression, Correlation and descriptive analysis, Data Visualization tools
which consists of bar chart, graphs and Pivot tables and Artificial intelligence tools which
consists of data mining and data programming (Vladimirova et al., 2017). For this analysis in
present case, Data visualization tools and mathematical and statistical tools have been used.

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Key performance indicators through specific indicators helps in measuring the performance
of the organization (Kamki, 2017). The key performance indicators in case of BIJ are
marketing team, sales team, HR of the organization and customer executives in the
organization. Higher authorities through effective introduction of the products can also help
in positively impacting the sales of the product in the market. HR, on the other hand, by
maximizing the level of satisfaction of the employees contribute in increasing performance of
the organization.

2. Data Quality Problems during the analysis of data and solutions for
resolving the issues.
As a large number of organizations have started collecting, exchanging and making data
accessible to all workers in an effective manner, the problems regarding accuracy of the data
have also aroused (Towe et al., 2020). The main data quality issues are produced due to
duplicate information in the dataset, lack of appropriate structure of the data, missing
information in the data, various different formats and difficulty to access the data from a
specific source (Smith, 2019).

In case of duplicate data, multiple entries of data are entered and it becomes difficult for the
data analyst to provide accurate results through analysis (Miron et al., 2020). In this case,
data deduplication is a method that can help in detecting duplicates in increases the accuracy
of the data. In case of unstructured data, data integration tools can help in providing effective
structure to dataset. Many a times issue of hidden data occur, in this case Datumize Data
Collector (DDC) can help in exploring hidden data (Lepri et al., 2017). Similarly, through the
use of automation tools, the issues regarding security of the data can also be managed.

There are various issues found in the data of BIJ as well. There is high confusion in the data
available for various product items. The key issues that have been identified in the dataset are
entry of incorrect information regarding the name of the products Hairband and Ring.
Incorrect information regarding the year of data where 2030 has been entered in place of
2020. There is another issue found where USA has been written as US. Data analyst in the
case has also faced the issue of missing data. Therefore, while cleaning the data, all the issues
have been resolved to produce accurate output.

3. Analysing and Interpreting the BIJ Dataset

In this task, data provided by BIJ has been analysed using mathematical and statistical
techniques and the answers to the research question have been explored.

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Table 1: Trends measuring sales performance through ranking method

Sales Value
Months 2018 Rank 2019 Rank 2020 Rank
1 £ 11,27,947.06 8 £ 8,74,613.82 4 £ 7,94,773.77 6
2 £ 11,77,381.30 9 £ 9,83,675.78 8 £ 10,32,117.48 9
3 £ 10,59,922.31 7 £ 9,48,787.47 7 £ 9,47,830.27 7
4 £ 8,50,250.32 3 £ 7,62,149.40 3 £ 4,26,576.25 1
5 £ 9,77,122.46 6 £ 9,29,959.76 5 £ 10,60,177.79 10
6 £ 13,45,447.35 11 £ 17,75,571.30 12 £ 14,46,305.67 12
7 £ 9,08,012.42 5 £ 10,28,321.95 10 £ 9,63,145.72 8
8 £ 8,90,289.63 4 £ 9,32,342.24 6 £ 7,83,033.43 5
9 £ 13,80,851.32 12 £ 12,30,021.03 11 £ 11,51,916.20 11
10 £ 6,89,466.86 1 £ 6,28,349.71 1 £ 5,60,401.19 2
11 £ 7,92,089.91 2 £ 6,75,398.44 2 £ 6,73,851.68 4
12 £ 12,74,697.71 10 £ 10,20,628.41 9 £ 6,61,289.29 3
Total £ 1,24,73,478.65 £ 1,17,89,819.31 £ 1,05,01,418.74
Average £ 10,39,456.55 £ 9,82,484.94 £ 8,75,118.23
SD £ 2,15,191.33 £ 2,85,791.88 £ 2,70,216.97
Sales Volume
Months 2018 Rank 2019 Rank 2020 Rank
1 920 8 757 4 671 5
2 961 9 874 10 815 8
3 885 7 870 9 795 7
4 747 3 644 3 633 4
5 763 5 787 5 908 10
6 1031 10 1333 12 1234 12
7 754 4 859 7 854 9
8 767 6 793 6 705 6
9 1144 12 1093 11 956 11
10 587 1 560 1 501 1
11 689 2 597 2 594 3
12 1077 11 868 8 533 2
Total 10,325 10,035 9,199
Average 860 836 767
SD 163 204 198

Source: Researchers’ exploration

 Trends in the above given table measures the performance of the company during
research period based on ranking method and found that in first year of research
period, September month is the top performer and in second and third year, June
month is the top performer for selling the high quantity of products and for producing
worth from this sale.

 October month is the lowest performer in case of selling the products in all years
except 2020 and to produce worth from the sale of the product.

 It is only in 2020, the performance was lowest in April but a sudden spike has been
observed in May. This spike can also be the result of the campaigning activities
conducted by BIJ.

Table 2: Measuring Trends as per categories of products

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 Sal e s Val u e
2018 2019 2020
Total Sal e s Val u e Total Sal e s Val u e Total Sal e s Val u e
1st Q u arte r £ 33,65,250.67 Rank £ 28,07,077.07 Rank £ 27,74,721.52 Rank
Accessory £ 9,083.03 1 £ 4,147.16 1 £ 1,51,735.50 2
Bracelet £ 5,96,980.45 2 £ 7,99,770.21 3 £ 9,66,154.64 3
Hair band £ 19,18,522.60 4 £ 13,73,347.02 4 £ 9,94,249.48 4
Necklace £ 5,97,603.96 4 £ 3,96,778.87 3 £ 5,85,919.19 3
Ring £ 2,43,060.63 2 £ 2,33,033.81 2 £ 76,662.71 1
2nd Q uarte r £ 31,72,820.13 £ 34,67,680.46 £ 29,33,059.71
Accessory £ 911.09 1 £ 20,017.77 1 £ 2,54,491.50 2
Bracelet £ 5,42,507.01 2 £ 8,80,926.47 3 £ 10,63,880.59 4
Hair band £ 17,35,816.88 4 £ 19,56,962.45 4 £ 9,22,110.48 4
Necklace £ 6,72,402.10 4 £ 3,86,252.72 3 £ 5,93,409.02 3
Ring £ 2,21,183.05 2 £ 2,23,521.05 2 £ 99,168.12 1
3rd Q uarte r £ 31,79,153.37 £ 31,90,685.22 £ 28,98,095.35
Accessory £ 5,364.51 1 £ 1,56,416.99 1 £ 2,02,291.80 2
Bracelet £ 6,23,076.02 3 £ 8,40,814.01 3 £ 14,49,456.37 4
Hair band £ 17,09,123.57 4 £ 15,52,814.19 4 £ 6,65,901.82 4
Necklace £ 5,98,268.50 4 £ 3,73,281.30 3 £ 4,30,918.95 3
Ring £ 2,43,320.77 2 £ 2,67,358.73 2 £ 1,49,526.41 1
4th Q uarte r £ 27,56,254.48 £ 23,24,376.56 £ 18,95,542.16
Accessory £ 3,823.47 1 £ 34,261.61 1 £ 1,97,255.05 3
Bracelet £ 5,03,281.22 3 £ 6,99,363.52 3 £ 7,96,370.72 4
Hair band £ 16,06,419.35 3 £ 10,60,124.29 3 £ 6,49,492.47 3
Necklace £ 4,11,080.29 3 £ 4,06,064.05 3 £ 1,72,503.02 3
Ring £ 2,31,650.15 2 £ 1,24,563.09 2 £ 79,920.90 2
Total £ 1,24,73,478.65 £ 1,17,89,819.31 £ 1,05,01,418.74
Sal e s Vol u me
2018 2019 2020
Total Sal e s Vol u me Total Sal e s Vol u me Total Sal e s Vol u me
1st Q u arte r 2,766 Rank 2,501 Rank 2,281 Rank
Accessory 8 1 2 1 81 1
Bracelet 662 3 940 3 1,051 4
Hair band 1,361 4 1,000 4 678 4
Necklace 470 3 316 3 367 3
Ring 265 2 243 2 104 1
2nd Q uarte r 2,541 2,764 2,775
Accessory 1 1 11 1 138 2
Bracelet 621 3 943 3 1,516 4
Hair band 1,195 4 1,314 4 640 4
Necklace 488 3 275 3 383 3
Ring 236 2 221 2 98 1
3rd Q uarte r 2,665 2,745 2,515
Accessory 3 1 91 1 112 1
Bracelet 701 3 962 3 1,433 4
Hair band 1,270 4 1,110 4 508 4
Necklace 455 3 284 2 292 3
Ring 236 2 298 2 170 2
4th Q uarte r 2,353 2,025 1,628
Accessory 2 1 16 1 109 3
Bracelet 598 3 808 4 814 4
Hair band 1,203 3 767 3 520 3
Necklace 319 2 272 2 105 2
Ring 231 1 162 1 80 1
Total 10,325 10,035 9,199

Source: Researchers’ exploration

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  In the above table category wise performance trend of the company has been analysed
and from the analyses it has been depicted that accessory is the only product with the
lowest rank in contrast to other ornaments.

 During the research period, Bracelet is the product for which there was high rank in
2018 but the demand of the product also increased among the customers in 2019 and
2020.

 Rank for Hairband has remained higher in contrast to other products in the category
list and remained highly demanding during the research period.

 Necklace and Ring always remained lower in ranking in contrast to other product
items. It reflects these two products were the least demanding products in markets
during research period.

Further, it is explore the performance of BIJ’s products in individual markets, market wise
analysis has been conducted.

Table 3: Market based performance

Sales Value Sales Volume
2018 Rank 2019 Rank 2020 Rank 2018 Rank 2019 Rank 2020 Rank
1st Quarter£33,65,251 £28,07,077 £27,74,722 2766 2501 2281
Japan £17,46,972 3 £12,69,047 3 £11,74,799 3 1188 3 892 2 747 2
United Kingdom
£4,70,865 1 £4,56,562 1 £4,65,340 1 577 1 601 1 576 1
USA £11,47,413 2 £10,81,469 2 £11,34,583 2 1001 2 1008 3 958 3
2nd Quarter£31,72,820 £34,67,680 £29,33,060 2541 2764 2775
Japan £15,39,189 3 £18,76,260 3 £12,67,487 3 1014 3 1201 3 824 1
United Kingdom
£5,67,073 1 £5,08,052 1 £7,53,063 1 664 1 567 1 883 2
USA £10,66,558 2 £10,83,369 2 £9,12,510 2 863 2 996 2 1068 3
3rd Quarter£31,79,153 £31,90,685 £28,98,095 2665 2745 2515
Japan £15,04,393 3 £17,09,749 3 £9,66,392 2 1032 3 1204 3 675 1
United Kingdom
£5,26,319 1 £5,02,576 1 £6,72,868 1 614 1 640 1 725 2
USA £11,48,441 2 £9,78,361 2 £12,58,835 3 1019 2 901 2 1115 3
4th Quarter£27,56,254 £23,24,377 £18,95,542 2353 2025 1628
Japan £13,30,512 3 £11,47,556 3 £7,23,753 2 934 2 788 2 536 2
United Kingdom
£3,68,748 1 £3,27,228 1 £3,68,155 1 448 1 439 1 399 1
USA £10,56,995 2 £8,49,592 2 £8,03,634 3 971 3 798 3 693 3
Total £1,24,73,479 £1,17,89,819 £1,05,01,419 10325 10035 9199

Source: Researchers’ exploration

 From the above table, it is clear that market of Japan is at top position in contrast to
other markets. This market has remained at top throughout the research period.

 USA is the 2nd ranked market. The performance of USA remained improving in this
period and in 2020 it obtained the top rank.

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  Ranking of UK market remained the lowest in initial two years but in 2020, for a
short duration, it started improving. It means campaigning activities have left their
impact in improving the performance.

4. Data Visualization
Figure 1: Market based sales value performance

Source: Researchers’ exploration

 Figure above has compared and contrasted the markets of Japan, UK and USA and
stated that it is only the markets of Japan that have declined in 2020, on the other
hand, Markets of UK and USA both followed upward trend.

 It is only in 2020, an upward trend of sales has been observed in UK and USA.

 The slope of positive trend from 2019-2020 is higher for UK which indicates that
marketing campaign has played an important role in impacting the performance of
sales in the country.

Figure 2: Comparison of products in markets

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Source: Researchers’ exploration

 From the above figure, it is clear that the product hairband is at its highest in the bar
graph and bracelet is on the second number of bar graph. Japan is only having high
demand of hairband, for other products, it has low demand.

 In country wise comparison, it has been found that Hairband has heavy demand in
Japan in contrast to other countries.

 Bracelet is heavily demanded ornament in UK and USA, but its demand is higher in
USA.

 In USA, there is very less demand of ornaments accessory and rings.

 In UK, bracelet is the only ornament with high demand in contrast to other ornaments.

Figure 3: Market campaigning activities and BIJ’s performance in UK

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Source: Researchers’ exploration

 Figure above has only discussed the sales fluctuations in 2020 for three markets and
found that fluctuations in market of Japan were average. It followed average ups and
downs in the year 2020.

 April, 2020 is showing a major downward fluctuation for USA and average
fluctuation in remaining moths of the year.

 Overall, there were average fluctuations for UK as well, but if it is considered from
the point of view of marketing campaign, it is clear that marketing activities were
started in the month of April and in this month, sales were low, but after launching
this campaign, the sales boosted up in May, 2020. Though it again followed negative
trend, but it is clear that marketing campaign has impacted sales for a short time.

5. Concluding Remarks and Recommendations

Summarizing the study, it can be said that the present assessment is an effort to conduct
analysis of the data of BIJ by a data analyst of WFTT, a renowned consultancy. The main
purpose of the assessment is to explore whether the marketing investments made by the
company BIJ has any influence on the performance or not. It is for this purpose, data for
other two countries where BIJ has expanded its business is analysed. Using Data Analytical
Framework, data analyst of WFTT has conducted this analysis. As every type of data can
have some quality issues, therefore, data has first been cleaned and sorted to conduct
analysis. Then mathematical and statistical techniques have been applied to explored answers
to the research questions. From the analysis process, it has been explored that performance of

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Japan and USA is better than UK. In overall analysis, it has been assessed that sales value of
BIJ has been increased during the research period. Overall results of the study have found
that Marketing investment really play a significant role in impacting the sales of the
company. In this assessment as well, the marketing activities have impacted the sales.
Though it is for short period but it worked for bringing positive fluctuations. From these
results, it is clear that it is in the hands of company how they are making use of the marketing
activities and what kind of strategies they are adopting for influencing the purchase intention
of the customers so that marketing activities can produce positive impact.
From the results of the study, following are the few recommendation statements for the
authorities of the company so that they can make positive utilization of the marketing
activities for boosting the performance.
 It is required to explore the reason behind the downward trend of sales in specific
months that can be done through a survey among consumers.
 It is also required to assess the perception of the customers for the products offered by
BIJ which can be done through a survey. It would help in assessing the taste of the
customers for the products of the company, their perception for the cost of the
products and their point of view towards the products offered by other competitors in
the market.
 Free sampling of the products provided to the customers during campaign can also
help in increasing the sale of the products.

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Carriere, T. and Kariniotakis, G., 2019. An integrated approach for value-oriented energy
forecasting and data-driven decision-making application to renewable energy trading. IEEE
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Cech, T.G., Spaulding, T.J. and Cazier, J.A., 2018. Data competence maturity: developing
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Elgendy, N., Elragal, A. and Paivarinta, T., 2021. DECAS: a modern data-driven decision
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Geng, X. and Xie, L., 2019. Data-driven decision making with probabilistic guarantees (part
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Kamki, J., 2017. Digital Analytics: Data Driven Decision Making in Digital World. Notion

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Lepri, B., Staiano, J., Sangokoya, D., Letouze, E. and Oliver, N., 2017. The tyranny of data?
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Miron, M., Tolan, S., Gomez, E. and Castillo, C., 2020. Addressing multiple metrics of group
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Oliver, N., 2019. Governance in the era of data-driven decision-making algorithms. Women
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Smith, A., 2019. Consumer behaviour and analytics: Data driven decision making.
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Towe, R., Dean, G., Edwards, L., Nundloll, V., Blair, G., Lamb, R., Hankin, B. and Manson,
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