Overview:

Read “Module 1: Readings and Videos Part II” document before completing the following activities.

Review Activity #1 Datasets

Visit www.data.gov and then click on “Data” and complete the following:

• How many datasets are currently located on the website for free?
• Select one dataset and develop a scenario where the data might be helpful for a marketing manager.
• Discuss how exploring the data could guide the marketing manager in making more informed decisions?

Review Activity #2

After watching the video on the marketing funnel explained, do a quick outline of a brand of your choice and go through each of the steps and then explain which part/step of the funnel could be improved and why.

Review Activity #3

Define the following sources of secondary data and provide at least two examples of each and explain why these sources are important: Public datasets, online sites, mobile data, and channel partners.

Review Activity #4

Produce three questions like the example in the readings and videos document of “Does the economy impact college enrollment numbers?” Then for each of the three questions identify what the independent and dependent/target and outcome variables are.

Review Activity #5

Develop two questions that an airline company might be interested in answering. Describe types of unstructured and structured data that might be important to answering the questions. What data sources might be useful?

Review Activity #6 Supervised vs. Unsupervised Learning

This activity is important because depending on the nature of the business problem being addressed, several types of algorithms can be used. This activity focuses on two models: supervised learning and unsupervised learning.

The goal of this activity is to demonstrate your understanding between supervised and unsupervised learning by applying the correct method used for a series of application statements.

Identify whether the data mining statement below represents supervised or unsupervised learning.

Review Activity #7 Types of Databases

Have you ever considered how big data is organized to create smart data that provides value? All data is stored and organized in a database. A database contains current data from company operations. The data must be organized for efficient retrieval and analysis by different functional departments throughout the company. Most companies store data in both relational and non-relational type databases.

The goal of this activity is to demonstrate your understanding of relational and non-relational databases.

Select the correct option that represents whether the table is relational or non-relational.

Table 1

Table 2

Review Activity #8 Data Quality

There is a common adage that people use when referring to deficient data quality: “garbage in, garbage out.” If the database contains subpar-quality data, results or decisions emanating from that data will also be of subpar quality. Inaccurate data, missing fields, or data isolated from disparate sources can result in underperforming employees and dissatisfied customers. Furthermore, when data are of subpar quality, insights produced by marketing analytics will be unreliable. Although data quality can be measured by numerous dimensions, the most common are timeliness, completeness, accuracy, consistency, and format.

The goal of this activity is to demonstrate your understanding of data quality issues to consider when evaluating your dataset.

Match the definitions with the correct term.

Review Activity #9 Data Understanding

There are many different sources of data within an organization. The marketing analyst’s first job is to identify where the data is stored, its format, and how it can be combined to understand the question at hand. Once a better understanding of the problem is established, the analyst typically samples data from the selected databases to obtain records for the analysis. Marketing analysts must have a good understanding of the types and sources of data.

The goal of this activity is to demonstrate your understanding of questions that can be asked after evaluating available data for analysis.

Evaluate the data fields available that you could use to conduct marketing analytics. After reviewing the data, select the questions you can ask to better understand computer sales.

For each question below determine if: yes, it can be answered with this data or no, it cannot be answered with this data.

Review Activity #10

Type a 1-page memo providing examples and the why behind these questions.

• Congratulations, you were just hired as a marketing analyst for a large company. The VP of marketing has asked you to examine how the company might improve sales.
• What data might be helpful in the exploration?
• What might you locate the data needed?
• What questions should you ask first?