Marketing Analytics

PROJECT

SURAKSHA VARSHNEY
 Q1. Create 2 charts in excel using the Search volumes for Brand
A against Social Mentions for any Brand (A/B/C) provided.
Chart Title
1000000
Chart Title
900000 1000000
800000 900000
700000 800000
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0
1 6 0
11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96

BRAND A - SEARCH VOLUME

BRAND A - SEARCH VOLUME
BRAND A - SOCIAL MENTIONS VOLUME
BRAND B - SOCIAL MENTIONS VOLUME

BRAND-A BRAND-B
Brand A - Search volume peaked during Sept-Oct’19 and during unlock period in 2020
(Oct’20). But Social mentions volume was still quite less during the same duration.
Search volume peaked and crossed 910000 mark for Brand A on 29/9/19.
Whereas Social mentions volume peaked during May’20. Search volume during that period was certainly
above average but did not peak.
Maximum Social mentions volume crossed 4628 mark for Brand B on 7/6/20.
1000000 3000

900000
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0 0
18 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
/ 20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20 /20
0 3 7 0 4 0 4 7 1 5 9 2 6 0 4 8 1 5 8 2 6 0 3 7 1 5 9 2 6 9 3 8 2 5 9 3 7 1 4 8 2 6 9 3 6 0 4 8 1 5
/3 /1 /2 /1 /2 /1 /2 4/ 4/2 5/ 5/1 6/ 6/1 6/3 7/1 7/2 8/1 8/2 9/ 9/2 10/ 0/2 11/ 1/1 12/ 2/1 2/2 1/1 1/2 2/ 2/2 3/ 3/2 4/ 4/1 5/ 5/1 5/3 6/1 6/2 7/1 7/2 8/ 8/2 9/ 9/2 10/ 0/1 11/ 1/1
12 1 1 2 2 3 3 1 1 1 1 1 1

BRAND A - SEARCH VOLUME BRAND A - SOCIAL MENTIONS VOLUME

Q2. State the
a. Null Hypothesis and
b. Alternate Hypothesis statement.

SOCIAL MENTION VOLUMES DO NOT DRIVE BRAND SEARCH VOLUMES FOR BRAND A

SOCIAL MENTION VOLUMES DRIVE BRAND SEARCH VOLUMES FOR BRAND A

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)

P value for BRAND A - SOCIAL MENTIONS VOLUME: 0.384653774

P value for BRAND B - SOCIAL MENTIONS VOLUME: 0.670420911
P value for BRAND C - SOCIAL MENTIONS VOLUME: 0.705979995
At 95% confidence level, the P value for BRAND A - SOCIAL MENTIONS VOLUME is greater than significant
value 0.05, hence we fail to reject the null hypothesis for this variable.
At 95% confidence level, the P value for BRAND B - SOCIAL MENTIONS VOLUME is greater than significant
value 0.05, hence we fail to reject the null hypothesis for this variable.
At 95% confidence level, the P value for BRAND C - SOCIAL MENTIONS VOLUME is greater than significant
value 0.05, hence we fail to reject the null hypothesis for this variable.
As we can see null hypothesis was failed to be rejected for Social Mentions Volume of all the 3 brands; A, B
and C therefore we accept the hypothesis - SOCIAL MENTION VOLUMES DO NOT DRIVE BRAND
SEARCH
VOLUMES FOR BRAND A.
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?
P value for FESTIVAL variable 0.388373525
P value for COVID 19 LOCKDOWN variable: 0.009421443
P value for AQI variable: 1.6239E-07
At 95% confidence level, the P value for FESTIVAL variable is greater than significant value 0.05.
At 95% confidence level, the P value for COVID 19 LOCKDOWN variable is greater than significant value
0.05
At 90% confidence level, the P value for COVID 19 LOCKDOWN variable is less than significant value 0.01.
At 95% confidence level, the P value for AQI variable is less than significant value 0.05.
Hence only AQI variable has significant impact on Search volumes for Brand A at 95% confidence level.
COVID 19 LOCKDOWN variable has significant impact on Search volumes for Brand A at 90%
confidence level.
Q5. Please share your recommendation on which competitor
should we focus upon for December and why? (If any)
As we tested the hypothesis and accepted that –

SOCIAL MENTION VOLUMES (for BRAND A, BRAND B & BRAND C)

DO NOT DRIVE BRAND SEARCH VOLUMES FOR BRAND A.

none of the competitors have any impact on brand a search volumes, hence none of these
competitors need to be focued upon.
End of the Project